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 strategy means that the end user is interested and wants to get involved.
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Converged Media Explained
- 1. Converged Media Converged Media Source: Flickr.com @Iain Husbands Based on the great report by Altimeter Group: ‘The Converged Media Imperative’ @tomchapman
- 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
- 20. How Budgets Are Being Spent Source: Seven.co.uk/research/convergedmedia
- 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