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Friday, October 26 • 9:00am - 11:00am
The Converged Media Imperative: Why Marketers Must Combine Paid, Owned & Earned

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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.


Speakers
avatar for Rebecca Lieb - Analyst, Altimeter Group

Rebecca Lieb - Analyst, Altimeter Group

Rebecca Lieb is an analyst at Altimeter Group where she covers digital advertising and media, an area that encompasses brands, publishers, agencies, and technology vendors. | | Rebecca previously launched and oversaw Econsultancy’s US operations. She was VP and editor-in-chief of The ClickZ Network for over seven years. For a portion of that time, she also ran Search Engine Watch. | | Earlier, Rebecca held executive marketing and... Read More →

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Friday October 26, 2012 9:00am - 11:00am
Microsoft's New England Research and Development Center Kendall Square - 1 Memorial Drive, Cambridge MA