How to Chart a Course to Converged Media
Advances in technology and the proliferation of social media have made it increasingly difficult for brand marketers to win consumers’ attention. In this new landscape, paid media no longer stands alone. Brands are forced to become the media and attract their own audiences. But how do they successfully create campaigns and experiences that capture and retain the attention of their audience? The way of advertising has become commoditized and we're missing out on a more strategic way of reaching an audience through paid, owned and earned together, or "converged media". Marketing has changed. Why are we still working in silos? Let's discuss the blocks and success stories of achieving converged media, new metrics and ROI to measure advertising, and the capabilities necessary to reach today's audience.