×
  • Share
  • Email
  • Embed
  • Like
  • Private Content
 

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

by on Jul 18, 2012

  • 192,284 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
192,284
Views on SlideShare
52,800
Embed Views
139,484

Actions

Likes
323
Downloads
5,987
Comments
12

234 Embeds 139,484

http://www.web-strategist.com 42841
http://www.smartinsights.com 39591
http://www.altimetergroup.com 17863
http://www.designdamage.com 4180
http://socialmediatoday.com 3708
http://blog.prnewswire.com 3312
http://www.business2community.com 2257
http://www.rebeccalieb.com 2107
http://blog.thismoment.com 1864
http://susanetlinger.wordpress.com 1512
http://devweb1ua1.dk.sitecore.net 1473
http://holtz.com 1069
http://www.zdnet.fr 1060
http://blog.rallyverse.com 1018
http://www.conversionation.net 936
http://claudesuper.com 935
http://junycap.com 882
http://leaderswest.com 815
http://www.michelino.ru 798
http://c-marketing.eu 774
http://www.experiencetheblog.com 653
http://wiredprworks.com 634
http://www.scoop.it 623
http://leonahobbs.com 553
http://blog.socialchorus.com 491
http://scnet.trunk.test9ua1.dk.sitecore.net 362
http://www.brandhackers.com 337
http://leonahobbs.squarespace.com 328
http://shackhosting.com 327
http://www.thedigitalmkt.com 317
http://www.vikingmarketingsolutions.ie 239
http://thedigitaldrew.com 238
http://apps.synaptive.net 228
http://www.junycap.com 224
http://feeds.feedburner.com 216
http://wontknow.tumblr.com 193
http://www.twylah.com 180
http://www.socialchorus.com 175
http://www.sitecore.net 173
http://www.deepfocus.net 173
http://solomozone.com 169
http://lonewolflibrarian.wordpress.com 154
http://retailomania.blogspot.com 151
http://translate.googleusercontent.com 145
http://barbararozgonyi-wiredprworks.com 131
http://www.brandad.co.il 125
http://www.solotablet.it 115
http://flatworldbusiness.wordpress.com 107
http://blogs.zdnet.fr 97
http://retailomania.blogspot.se 93
More...

Accessibility

Categories

Upload Details

Uploaded via SlideShare 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

110 of 12 previous next Post a comment

110 of 12 previous next

Post Comment
Edit your comment