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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.
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ConvergedMedia
ConvergedMedia
Source: Flickr.com @Iain Husbands
Based on the great report by Altimeter Group:‘The Converged Media Imperative’
Source: http://www.flickr.com/photos/jdlasica/
Technology
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 ShirkyProfessor NYU
Connected People
• Connected• Media fragmented• Sharing• Marketing savvy• Influenced by peers• Powerful
Connected People
Conventional marketing funnel
ConsiderDiscover Evaluate LoyaltyBuy
Previous traditional channels
• TV • Press • In Store • In Store • Direct Mail
Integrated Marketing Communications
TV Concept
Digital
Matching Luggage Campaigns
OutdoorDirect Mail
PR Sampling
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
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
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
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
BORROWED
Good converged media strategy means the end user
wants to consume and partake, meanwhile the brand
is getting the benefit of unobtrusive advertising.
Paid + Borrowed + Earned
Volvo – YouTube Masthead
Paid + Owned + Borrowed
http://vimeo.com/70797201
Olay – Wow Eyes Times Square
Paid + Borrowed + Earned
http://www.youtube.com/watch?v=5k1fvMmfJxs
#LetsEatTogether Coca-Cola Live Tweets
Paid + Borrowed + Earned
GAP – Back to Blue, Tumblr
Paid + Networked
Source: http://nativeadvertising.com/#/leaderboard
Owned + Borrowed + Earned
BA – #racetheplane
You’re already using it!
FacebookPaidOwned 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
Concept
Media Neutral Planning
Paid Media
Owned Media
Network Media
BorrowedMedia
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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