[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media, by Rebecca Lieb and Jeremiah Owyang
 

[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media, by Rebecca Lieb and Jeremiah Owyang

on

  • 214,038 views

Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining ...

Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.

Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.

While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.

”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.

Statistics

Views

Total Views
214,038
Views on SlideShare
57,867
Embed Views
156,171

Actions

Likes
338
Downloads
6,369
Comments
12

262 Embeds 156,171

http://www.smartinsights.com 48480
http://www.web-strategist.com 46778
http://www.altimetergroup.com 18702
http://www.designdamage.com 4823
http://socialmediatoday.com 3709
http://blog.prnewswire.com 3441
http://www.business2community.com 2404
http://www.rebeccalieb.com 2271
http://blog.thismoment.com 1864
http://susanetlinger.wordpress.com 1520
http://devweb1ua1.dk.sitecore.net 1473
http://holtz.com 1125
http://junycap.com 1120
http://www.zdnet.fr 1093
http://blog.rallyverse.com 1018
http://www.conversionation.net 972
http://claudesuper.com 946
http://www.michelino.ru 877
http://c-marketing.eu 845
http://leaderswest.com 819
http://www.scoop.it 698
http://www.experiencetheblog.com 677
http://www.thedigitalmkt.com 648
http://wiredprworks.com 635
http://leonahobbs.com 620
http://blog.socialchorus.com 491
http://scnet.trunk.test9ua1.dk.sitecore.net 362
http://www.brandhackers.com 337
http://leonahobbs.squarespace.com 335
http://shackhosting.com 327
http://www.i-scoop.eu 325
http://www.vikingmarketingsolutions.ie 289
http://www.junycap.com 270
http://thedigitaldrew.com 241
http://www.socialchorus.com 237
http://apps.synaptive.net 228
http://feeds.feedburner.com 227
http://wontknow.tumblr.com 193
http://translate.googleusercontent.com 189
http://www.sitecore.net 182
http://www.twylah.com 180
http://www.deepfocus.net 173
http://solomozone.com 169
http://lonewolflibrarian.wordpress.com 164
http://retailomania.blogspot.com 151
http://barbararozgonyi-wiredprworks.com 131
http://www.solotablet.it 127
http://www.brandad.co.il 125
http://flatworldbusiness.wordpress.com 109
http://feeds2.feedburner.com 100
More...

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

15 of 12 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Thanks for sharing



    http://www.slideshare.net/xtraincome24x7

    http://www.xtraincome24x7.webnode.com
    Are you sure you want to
    Your message goes here
    Processing…
  • Another great Altimeter report, thank you!
    Are you sure you want to
    Your message goes here
    Processing…
  • Saw your presentation at #EE12 - and came here for the report right away.
    Are you sure you want to
    Your message goes here
    Processing…
  • @jeremiah_owyang Thanks for the link to the background on Altimeter. You guys just continue to do phenomenal work. Kudos to you, Charlene and your other colleagues.
    Are you sure you want to
    Your message goes here
    Processing…
  • Rock solid information. Thank you. @mattgentile
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment