07 Nov '12, 8am

Converged Media: Maximizing Consumer Engagement in a Digital World

Converged Media: Maximizing Consumer Engagement in a Digital World

Businesses have probably heard a lot more about “converged media ” recently. Though not a new term, its role in digital marketing is a new concept for many marketers that presents opportunities, challenges, and questions. So what does it mean and how should it impact digital marketing strategies for retailers, home service providers, financial institutions, and other businesses? The simplest explanation is that “converged media” represents the overlap of any combination of paid, owned, and earned media types. Savvy businesses recognize the opportunity in this overlap, but before a business or brand can capitalize, they must understand the three media types which combine to create “converged”: Paid media: This includes pay-per-click (PPC), mobile PPC, social PPC, mobile search, mobile display, etc. Owned media: This efers to location pages, mobile location pages, Facebook p...

Full article: http://searchenginewatch.com/article/2222910/Converged-Me...

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