As a marketer, you’re always looking for ways to stay ahead of the curve and be at the forefront of the latest trends. And one trend that you need to know about is converged media. So, what is converged media? Here is everything you need to know.
What Is Converged Media?
What is converged media? Converged media is created when two or more forms of media are combined. The idea of this technique is that the media pieces all compliment each other and work in unison to achieve the end marketing goal.
Converged media is the result of paid, owned, and earned media working together. Some marketers believe this media type is more effective than traditional methods.
This type of media allows businesses to take advantage of the strengths of each channel to create a more holistic and effective campaign.
Paid, Owned & Earned Media
Paid media: Using advertising, sponsored posts, or pay-per-click (PPC), you can pay to have your content displayed to your target audience.
Owned media includes any platform or channel you own, such as your blog, website, or social media.
Earned media is the best kind of media because it’s free and comes from your clients and brand advocates. WOM (word of mouth) or peer-to-peer recommendations, the buzz surrounding your brand, or perhaps it happened when your social post went viral.
Why You Need Converged Media Technique For Your Business
Here are some reasons businesses need a convergent marketing strategy to reach their target audience!
1. Extends your customer base
The Converged Media technique involves using multiple channels to reach different target audiences. This increases the chances of reaching more people.
You can gain a larger audience and increase your customer base by marketing your business on more than one platform.
2. Builds trust
Your brand’s online presence is essential in gaining the trust of your audience.
If a customer can only find your brand on just one social media platform, they may not be able to verify it. Having it available across multiple social media platforms helps the potential customer verify the reviews and shows them that your business is trustworthy.
When a company has a presence on more than one platform, such as a website, social media, and online review sites, it’s easier for its target audience not only to find but also verify information about that company. This can also help build their trust.
You can build trust and credibility with your target audience through converged media marketing.
3. Maximize brand reach
Owned, paid, and earned media outlets combined help boost your brand’s visibility. People who see positive mentions of your services or products are more likely to check out your website or blog.
Tips For Creating an Effective Converged Media Technique?
Convergent marketing campaigns are when you integrate several marketing strategies. Here’s how you can develop one:
1. Study consumer behavior and patterns
Before beginning a convergent marketing strategy, it’s critical to understand and study consumer behavior and patterns.
You have to explore which platform offers the maximum lead gen. You also must see how your customers respond to promotions on these platforms.
After analyzing your customers’ behavior and determining their preferences and requirements for interacting with your company, prioritize your marketing channels. This will help create an effective, convergent marketing strategy.
2. Analyze your resources
Convergence requires analyzing your resources, such as teammates, coworkers, vendors, and other agencies.
If you want to improve your content marketing strategy, consider asking one of your resources to take on a leadership role for the content marketing team. If you don’t have an internal resource who can do this, look for help from an external source.
3. Find Opportunities
Identifying opportunities on various platforms is essential to ensure that your business gets the most exposure possible. You should allocate maximum resources to those platforms. By allocating more resources to these types of platforms, you will be able to reach a larger audience and potential customers.
You should focus on targeting your audience on the social media platforms where they are most likely to be found. For instance, if you are in the recruiting industry, you will find most of your target audience on LinkedIn and Indeed.
You should focus your resources on the platforms that your customers are on, not irrelevant ones.
4. Prepare, execute, and Monitor
After you’ve gathered your resources, it’s time to create a marketing plan. The final step is to execute it.
Take ownership of the strategy and implement it with force. But remember, only implementing the plan will not cut it.
After implementing a convergent marketing strategy, you need to monitor your performance. Monitor your social media accounts, campaigns, and interactions, as well as the number of new leads generated from your strategy and their overall response to it. Doing so will allow you to determine if your strategy is successful and to make any necessary adjustments if it is not.
If something goes wrong, you can act quickly to fix the problem.
What is a convergence of media?
What are 3 major examples of media convergence?
What is converged media? Converged media is a new way of thinking about marketing that considers all the different touchpoints that consumers have with brands. By understanding how consumers interact with brands across all these channels, marketers can create more seamless and integrated campaigns that reach people where they are most likely to engage. And when done right, this can lead to better results for your business.