The Converged Media Imperative: Why Marketers Must Combine Paid, Owned & Earned (FutureM Event!)
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
Event Sponsor:

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.

Convergence is already very real in digital channels. This shift is also beginning to occur in offline media. The brands and agencies that understand convergence and the new skills it demands will be better prepared to face future challenges.


This event is being presented to you as part of FutureM – a week-long event experience that explores the future of Marketing. BIMA is proud to be a partner of FutureM, and excited to be the leader of this session during the week. To register for this event, you need a FutureM pass. BIMA members receive 30% off FutureM passes with promo code NL-BIMA.Your pass gets you access to this session, in addition to 100 other events happening during FutureM week – including events from Celtra, Google, Havas Digital, Hill Holliday, Mullen, and Paypal.

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