As consumers behavior is undergoing a rapid change, companies must become accustomed to the structure of the current media landscape. The trend is the new media reality; converged media i.e buckets of owned, earned, and paid media which altogether offer opportunities to influence customers.

Paid + Owned + Earned = Converged media

Understand Converged media

Plan A Stable Foundation

Ability to Achieve Earned at the Scale

Align Team And Departments

Align Agencies & Vendors

Aligned Content & Creatives across channels

Real-Time Capabilities

Channel Flexible

Influencer Relations

Social Listening & Analysis of Crowd

System for Identifying & Measuring KPIs

Traditionally, we were targeting paid media for advertising. But due to thethe best practice is to optimize your company’s owned media assets by providing quality content & storyline. The objective of integrated digital marketing using converged media is to “intercept” the use of paid, earned & owned media to target potential customers. Today, the line between owned, paid & earned media has disappeared. A piece of content that reflects a brand could be published by a magazine, advertised on social channels to drive engagement and then cross-promoted on the blog.A three-pronged approach that combines and integrates the three categories of marketing i.e. owned, earned and paid media is called Converged media. This “digital marketing trifecta” utilizes the combination of owned, earned and paid media to club the goals of the individual category to achieve your strategic business goals. The paid and owned media combines traditional ads & corporate content that results promoted brand content. Paid & earned combination can result sponsored customers. Finally, earned and owned media can be represented by other brands and customers sharing your organic & corporate content. When all these channels work in conjunction, enables the brand to offer an interactive and attractive experience for consumers & reduce the cost of overall marketing. Paid & Owned Media =Earned & paid Media = A promoted social post. Converged media (Paid + earned + owned) = Engaging an influencer to blog on behalf of your brand, then promote that post on social media?In order to implement the coherent strategy of converged media, all the team members at an agency, third-party vendors & the brand themselves must work parallelly to deliver well define media mix. Converged media can boost the engagement & loyalty of the consumer,and can provide the effectiveness of each channel to help your brand have a positive impact on the market.