WBR1413

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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 webinar, Rebecca Lieb will present the Altimeter Group's new research on converged media, demonstrating why and how brands are challenged to intercept these elusive customers and cut through the media clutter, regardless of channel or medium. She will explain how and why brands must change the way marketing departments are organized, build new models to effectively collaborate with agency and vendor partners, 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 that understand convergence and the new skills it demands will be better prepared to face future challenges.

Presenter: Rebecca Lieb, Analyst at 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 communications positions at strategic consultancies, including Siegel+Gale, and has worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann’s RTL Television. As a journalist, she’s written on media for numerous publications, including The New York Times and The Wall Street Journal. She spent five years as Variety’s Berlin-based German/Eastern European bureau chief. Until recently, Rebecca taught at New York University’s Center for Publishing, where she served on the Electronic Publishing Advisory Group.

Her book, The Truth About Search Engine Optimization, published by FT Press, instantly became a best-seller on Amazon.com. It remains a top-10 title in several Internet marketing categories. Her most recent book, Content Marketing, published in October 2011.

Based in New York City, Rebecca is a former film critic who still spends way too much time watching hyper-obscure movies — when she’s not scouring the outer boroughs for southeast Asian cuisine.

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