Advertising, or “paid” media, has traditionally led marketing initiatives, both online and off, but advertising no longer works as effectively as it did unless bolstered by additional marketing channels. Both “owned” (content) and “earned” (social and consumer-generated) media are now vital to campaigns, helping to amplify and spread brand messages through the myriad, complex paths consumers follow across devices, screens, and media.
In this webinar replay, Rebecca Lieb presents the Altimeter Group’s new research on converged media, demonstrating why and how brands are challenged to intercept these elusive customers and cut through the media clutter, regardless of channel or medium.
She explains how and why brands must change the way marketing departments are organized, build new models to effectively collaborate with agency and vendor partners, shift budgets, and realign metrics and KPIs to effectively measure and assess their creative and media initiatives.
Convergence is already very real in digital channels. This shift is also beginning to occur in offline media. The brands that understand convergence and the new skills it demands will be better prepared to face future challenges.
You can click here for the complete DMA / IBM Webinar Replay or view Rebecca’s slides below:
Do you have a question for Rebecca that didn’t get answered or addressed during the webinar? Please let us know!