According to the Altimeter Group, the role of converged media utilizes two or more channels of paid, earned, and owned media. It is characterized by a consistent storyline, look, and feel. All channels work in concert, enabling brands to reach customers exactly where, how, and when they want, regardless of channel, medium, or device, online or offline. With the customer journey between devices, channels, and media becoming increasingly complex, and new forms of technology only making it more so, this strategy of paid/owned/earned confluence makes marketers impervious to the disruption caused by emerging technologies.
In chapter 9, not only do I define paid, earned and owned media but I also discuss the advantages/disadvantages of using just one of these channels alone to tell your brand story. I then give several examples of how you can leverage converged media models in the market place to reach busy consumers using technology vendors like InPowered, OneSpot and Outbrain. I then go into great detail about Edelman’s Creative Newsroom, which is a model that can help your brand capitalize on the news cycle and create content that’s relevant, recent and powerful.
I close out the chapter by discussing Newscred, which is a platform that allows for you to license 3rd party, highly influential and credible content on to your owned media channels and discuss how Pepsi used their platform to create an amazing customer experience.