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Converged Media Explained
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Converged Media Explained

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Converging media means combining two or more channels to tell a brand story. And if your brand story is good enough, people will quite simply spend more time with your brand. A strong converged media …

Converging media means combining two or more channels to tell a brand story. And if your brand story is good enough, people will quite simply spend more time with your brand. A strong converged media strategy means that the end user is interested and wants to get involved.

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  • 1. Converged Media Converged Media Source: Flickr.com @Iain Husbands Based on the great report by Altimeter Group: ‘The Converged Media Imperative’ @tomchapman
  • 2. Source: http://www.flickr.com/photos/jdlasica/ Technology
  • 3. Source: http://www.flickr.com/photos/jdlasica/ “A revolution doesn‟t happen when society adopts new tools, ...it happens when society adopts new attitudes and behaviours” Clay Shirky Professor NYU Connected People
  • 4. • Connected • Media fragmented • Sharing • Marketing savvy • Influenced by peers • Powerful Connected People Kristen Christian – Bank Transfer Day Campaign = Powerful
  • 5. Conventional marketing funnel ConsiderDiscover Evaluate LoyaltyBuy Previous traditional channels • TV • Press • In Store • In Store • Direct Mail
  • 6. Integrated Marketing Communications 1.0 TV Concept Digital Matching Luggage Campaigns Outdoor Direct Mail PR Sampling
  • 7. New consumer journey ConsiderDiscover Evaluate LoyaltyBuy Advocacy Previous traditional channels New digital media • TV • Press • In Store • In Store • Direct Mail • N/A • Social • Search • 3rd Party Reviews • Website • Mobile apps • Social • sCRM • Social • Social
  • 8. Source: http://www.flickr.com/photos/jdlasica/ Connected People Consumers expect a seamless and a consistent experience of the brand wherever and whenever they encounter it
  • 9. PONBE We are generally familiar with the distinct media channels •Paid Media – TV ads, sponsorship, banner ads, experiential activations •Owned Media – websites, blogs •Networked Media – press and media relations •Borrowed Media – Facebook, Twitter, •Earned Media – Word of mouth, reviews, sharing For more info on PONBE visit: http://archive.is/yAq6
  • 10. New Era We as marketers have the opportunity to deploy all forms of media across what we now term as „converged media‟
  • 11. Converged Media Converged media, is simply two or more channels combined to tell the brand story PAID OWNED NETWORKED BORROWED
  • 12. Paid + Borrowed + Earned Source: http://www.massrelevance.com/
  • 13. Paid + Borrowed + Earned http://www.youtube.com/watch?v=5k1fvMmfJxs #LetsEatTogether Coca-Cola Live Tweets
  • 14. Paid + Borrowed + Earned http://www.youtube.com/watch?v=JNfRNkKmchM Xerox Presents Inside the US Open: Social Wall
  • 15. Paid + Networked Source: http://nativeadvertising.com/#/leaderboard
  • 16. Owned + Borrowed + Earned Source: http://racetheplane.ba.com/
  • 17. You‟re already using it! Facebook PaidOwned Networked
  • 18. You‟re already using it! Twitter Paid Owned Networked
  • 19. Marketing reality
  • 20. How Budgets Are Being Spent Source: Seven.co.uk/research/convergedmedia
  • 21. Challenge for brands
  • 22. Integrated Marketing Communications 2.0 Concept Media Neutral Planning Paid Media Owned Media Network Media Borrowed Media
  • 23. Be flexible and agile in planning Thanks to Made by Many and David Armano
  • 24. Paid media supports Source: Classic Cool Kid
  • 25. Content
  • 26. Thank you