What is Converged Media?
The Internet has become in essence a library of information and search engines such as Google have become the filter for the new consumer which enables them to filter out this noise by primarily searching for information, entertainment and shopping and discovering what they actually want and not what the companies want them to buy.
The objective of the new marketing era is to ‘intercept’ these potential customers during their quest for information and services and deliver their requirements.
Advertising or ‘Paid Media’ has been the preferred tool of marketeers for years both online and offline. This method is expensive and is becoming increasingly less effective with the arrival of social media.
No more standalone marketing solutions
What are Owned, Earned and Paid Media channels?
All the marketing assets or content marketing of a brand or company that they either own or have complete control over. Owned media channels include websites, blogs, videos, White papers, powerpoint presentations, and pages such as Facebook business pages. Apart from internal budgetry requirements this content marketing is considered unpaid for marketing.
The user generated media created by responses to your brand. Examples of this are reviews, tweets, photos, forum responses. These are user generated responses however mentions of your brand in the media are also included in this channel. This is also considered as unpaid for marketing.
Can be offline in the form of TV, print advertising or online in the form of Pay Per Click , advertorials, banner advertising sponsored link plus a plethora of other methods now available on the web.
Converged Media – Combines one or more of these channels.
The implementation of Converged Media will drastically reduce the cost of marketing if executed well. You can see examples of this in our inspiration gallery. Using your owned media to generate earned media can generate momentum with a new campaign and get it started at little cost. It can also guage the effectiveness of the campaign and the interest shown by your customers. If the campaign demonstrates interest then and only then you can implement Piad media as an accelerator for your campaign.
If you would like more information about Converged Media and how it can help increase your marketing effectiveness in this new world of marketing then please feel free to leave a message below.