This industry secret has raised funds, built a team of over 150 employees and has been quietly building enterprise class software for brand marketers and agency partners. [Thismoment's] toolset can allow marketers to govern content and deploy and manage across a distributed marketing landscape.Read the full report below or on Slideshare:
The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media from Altimeter Group Network on SlideShare
What The Report Covers:
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. Read More.