|Dates:||October 26, 2012|
|Times:||9:00 AM - 11:00 AM|
|Location:||Microsoft New England Research and Development Center – 1 Memorial Drive, Cambridge MA|
|Event Type:||BIMA Event|
Advertising, or paid media, has traditionally led marketing initiatives, both online and off. But advertising no longer works as effectively as it did, unless bolstered by additional marketing channels. Both owned (content) and earned (social and consumer-generated) media are now vital to campaigns, helping to amplify and spread brand messages through the myriad, complex paths consumers follow across devices, screens, and media.
In this session, Rebecca Lieb will present the Altimeter Group's new research on converged media, demonstrating why and how marketers are challenged to intercept these elusive customers and cut through the media clutter, regardless of channel or medium. She will explain how and why businesses must change the way marketing departments are organized, build new models to drive collaboration across client brand teams, agency partners and other service providers, shift budgets, and realign metrics and KPIs to effectively measure and assess their creative and media initiatives.