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Transmedia Marketing by Anne Zeiser

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CHAPTER 26 Online and On-the-go Marketing

As the technological advances of the past two decades have turned audiences into prosumers and digital content has proliferated, pundits have decreed “content is king.” The World Wide Web is the most significant advance of the last century. It has upended traditional content creation and distribution models and has become a fully-articulated content delivery system and marketing stage—with on-ramps available to almost everyone.

The Internet has advanced far beyond its roots as a Web-hosting platform or means to send an e-blast. It can support your media projects in myriad ways, allowing you to stream your film, contribute to a blog, launch a video trailer, post an infographic, share social comments, and ...

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