What If No One Pays Attention Anymore?
User experience matters more than branded approaches to owned and earned social media. And brands are finding out the hard way.
Earned
The Converged Media Imperative
Yesterday afternoon, the Altimeter Group released a report called “The Converged Media Imperative: How Brands Must Combine Paid, Owned and Earned Media.” Authors Rebecca Lieb and Jeremiah Owyang discuss the increasingly blended media environment of traditional, online and advertising media. In total, consumers face 3000 daily brand impressions.
The report makes a strong call for integration across digital, traditional and earned media, saying that brands that do not integrate are at a disadvantage.
“Marketers who fail to reconcile paid, owned and earned media today will be at a distinct disadvantage,” state Lieb and Owyang.
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