I stumbled across another interesting article on Fastcompany blog which talks about the future of storytelling via a study by research consultancy Latitude which "looks to uncover trends and audience attitudes about content".
The results of the study zero in on "four I's" that apparently continue to shape storytelling:
Immersion: Delving deeper into the story through supplementary context and sensory experiences.
Interactivity: Allowing consumers to become part of the narrative and possibly influence its outcome.
Integration: Having a seamless connection among all platforms being used and going beyond just replicating content on different devices.
Impact: Inspiring consumers to take action of some kind, e.g. purchase a product, sign up for a service, support a cause, etc.
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