The document summarizes key findings from a report on how brands must integrate paid, owned, and earned media, which are converging due to changes in consumer behavior and media consumption. It finds that while the integration of different media types is important, the marketing ecosystem remains fragmented. Brands organize themselves into silos that prevent converged strategies. Agencies also specialize in individual media channels rather than integrating them. Overall, the convergence of media is still immature, but brands that bring together paid, owned, and earned media will have advantages over those that do not.
1. The Converged Media
Imperative:
How Brands Must Combine
Paid, Owned, and Earned Media
July 19, 2012
By Rebecca Lieb & Jeremiah Owyang
With Jessica Groopman & Chris Silva
Includes input from 34 ecosystem contributors