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Converged
Converged
Media

Media

Source: Flickr.com @Iain Husbands

Based on the great report by Altimeter Group:
‘The Co...
Technology

Source: http://www.flickr.com/photos/jdlasica/
Connected People

“A revolution
doesn’t happen
when society
adopts new tools,
...it happens when
society adopts new
attitu...
Connected People

•
•
•
•
•
•

Connected
Media fragmented
Sharing
Marketing savvy
Influenced by peers
Powerful
Conventional marketing funnel

Discover

Previous
traditional
channels

• TV

Consider

• Press

Evaluate

• In Store

Buy...
Integrated Marketing Communications
Matching Luggage
Campaigns

Outdoor

TV
Concept

PR

Direct
Mail

Sampling
Digital
New consumer journey
Discover

Previous
traditional
channels
New
digital
media

Consider

Evaluate

Buy

Loyalty

• TV

• ...
Connected People

Consumers expect a seamless
and a consistent experience
of the brand wherever and
whenever they encounte...
PONBE
We are generally familiar with the distinct
media channels
• Paid Media – TV ads, sponsorship, banner ads,
experient...
New Era

We as marketers have the
opportunity to deploy all
forms of media across what
we now term as ‘converged
media’
Converged Media
Converged media, is
simply two or more
channels combined
to tell the brand
story

PAID

OWNED

NETWORKED

...
Good converged media strategy
means the end user wants to
consume and partake, meanwhile
the brand is getting the benefit ...
Paid + Borrowed + Earned
Volvo – YouTube Masthead
Paid + Owned + Borrowed
Olay – Wow Eyes Times Square

http://vimeo.com/70797201
Paid + Borrowed + Earned
#LetsEatTogether Coca-Cola Live Tweets

http://www.youtube.com/watch?v=5k1fvMmfJxs
Paid + Borrowed + Earned
GAP – Back to Blue, Tumblr
Paid + Networked

Source: http://nativeadvertising.com/#/leaderboard
Paid + Networked

Source: http://nativeadvertising.com/#/leaderboard
Owned + Borrowed + Earned
BA – #racetheplane
You’re already using it!
Facebook
Owned

Paid

Networked
You’re already using it!
Twitter

Paid

Owned

Networked
Marketing reality
How Budgets Are Being Spent

Source: Seven.co.uk/research/convergedmedia
Challenge for brands & agencies
Integrated Marketing Communications 2.0
Media Neutral Planning
Owned
Media

Paid
Media

Concept

Network
Media

Borrowed
M...
Be flexible and agile in planning

Thanks to Made by Many and David Armano
Paid media supports

Source: Classic Cool Kid
Content
Thank you
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Converged Media Breakfast Seminar - November 2013

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We’ve just held our latest Breakfast Briefing exploring ‘converged media’ because there is no superior tool or medium anymore.

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.

Published in: Marketing, Business, Technology
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Converged Media Breakfast Seminar - November 2013

  1. 1. Converged Converged Media Media Source: Flickr.com @Iain Husbands Based on the great report by Altimeter Group: ‘The Converged Media Imperative’
  2. 2. Technology Source: http://www.flickr.com/photos/jdlasica/
  3. 3. Connected People “A revolution doesn’t happen when society adopts new tools, ...it happens when society adopts new attitudes and behaviours” Clay Shirky Professor NYU Source: http://www.flickr.com/photos/jdlasica/
  4. 4. Connected People • • • • • • Connected Media fragmented Sharing Marketing savvy Influenced by peers Powerful
  5. 5. Conventional marketing funnel Discover Previous traditional channels • TV Consider • Press Evaluate • In Store Buy • In Store Loyalty • Direct Mail
  6. 6. Integrated Marketing Communications Matching Luggage Campaigns Outdoor TV Concept PR Direct Mail Sampling Digital
  7. 7. New consumer journey Discover Previous traditional channels New digital media Consider Evaluate Buy Loyalty • TV • Press • In Store • In Store • Social • Search • 3rd Party Reviews • Website • sCRM • Mobile apps • Social • Social Advocacy • Direct Mail • N/A • Social
  8. 8. Connected People Consumers expect a seamless and a consistent experience of the brand wherever and whenever they encounter it Source: http://www.flickr.com/photos/jdlasica/
  9. 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
  10. 10. New Era We as marketers have the opportunity to deploy all forms of media across what we now term as ‘converged media’
  11. 11. Converged Media Converged media, is simply two or more channels combined to tell the brand story PAID OWNED NETWORKED BORROWED
  12. 12. Good converged media strategy means the end user wants to consume and partake, meanwhile the brand is getting the benefit of unobtrusive advertising.
  13. 13. Paid + Borrowed + Earned Volvo – YouTube Masthead
  14. 14. Paid + Owned + Borrowed Olay – Wow Eyes Times Square http://vimeo.com/70797201
  15. 15. Paid + Borrowed + Earned #LetsEatTogether Coca-Cola Live Tweets http://www.youtube.com/watch?v=5k1fvMmfJxs
  16. 16. Paid + Borrowed + Earned GAP – Back to Blue, Tumblr
  17. 17. Paid + Networked Source: http://nativeadvertising.com/#/leaderboard
  18. 18. Paid + Networked Source: http://nativeadvertising.com/#/leaderboard
  19. 19. Owned + Borrowed + Earned BA – #racetheplane
  20. 20. You’re already using it! Facebook Owned Paid Networked
  21. 21. You’re already using it! Twitter Paid Owned Networked
  22. 22. Marketing reality
  23. 23. How Budgets Are Being Spent Source: Seven.co.uk/research/convergedmedia
  24. 24. Challenge for brands & agencies
  25. 25. Integrated Marketing Communications 2.0 Media Neutral Planning Owned Media Paid Media Concept Network Media Borrowed Media
  26. 26. Be flexible and agile in planning Thanks to Made by Many and David Armano
  27. 27. Paid media supports Source: Classic Cool Kid
  28. 28. Content
  29. 29. Thank you

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