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.
4. • Connected
• Media fragmented
• Sharing
• Marketing savvy
• Influenced by peers
• Powerful
Connected People
Kristen Christian – Bank Transfer Day Campaign = Powerful
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
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‟