This is something we’ll be discussing and demoing at the Mashable Media Summit on Dec. 5, a one-day conference that focuses on the how digital storytelling is revolutionizing the media industry. We interviewed Mashable’s Jeff Petriello, head of visual storytelling on the marketing team, to get the conversation started on the latest visual trends. Q: What are the newest visual tools in marketing and what do they do?
One topic that Mashable is particularly excited about is the rise of new visual platforms like Snapchat, Vine and Instagram. This is something we’ll be discussing and demoing at the Mashable Media Summit on Dec. 5, a one-day conference that focuses on the how digital storytelling is revolutionizing the media industry.
Q: What are the newest visual tools in marketing and what do they do?JP: It seems like it’s less about what’s new technology-wise and more about what’s become easier for everyone to do. Photography, videography, animation, editing and manipulation – these used to be crafts with barriers to entry that now are much easier to break through. For marketers, especially in the digital realm, this change shifts targeting to a huge audience with significant creative power, and lets them do more with less cash.
Q: What makes these tools effective in media?JP: Media is all about communication. The age we’re in now gives us more options than ever for how we can communicate. Those options hopefully increase the chance that a story will be told in the most effective way possible.
Q: Where do you see the future of visual storytelling heading?JP: As we experience a more entrenched commodification of the Internet, I think we’ll see increasingly higher-budget productions on our devices in the next few years. I continue to see games holding a larger share of the audience than anyone gives them credit for, and I’d expect high-profile collaborations in that world, like the one we saw this year between Kevin Spacey and Call of Duty, to multiply.
Like the music industry before it, the world of visual media will become less homogenized, letting individuals curate their own consumption. It’ll be more about the shows, brands and even celebrities that an individual likes, and less about what the industry wants us all to be into. Read more…