Read Altimeter’s Report on Paid, Owned, and Earned Media

Deep Focus recently contributed to a report by our friends at Altimeter called “The Converged Media Imperative: How Brands Will Combine Paid, Owned, and Earned Media”. Inside the report you’ll find out how the industry is coming to grips with a reality in which consumers don’t differentiate between these channels, and what to do about it. In Altimeter’s words:

“Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter”.

Give it a read. Lots of juicy information in here. Thanks to Jeremiah Owyang and Rebecca Lieb for a great piece of research.

The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media from Altimeter Group Network on SlideShare