Wha is converged media?

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The successful combination and integration of two or more self-owned and earned pay media channels as part of a digital marketing plan, bearing in mind not just the final objective of the strategy, but also where each customer finds him/herself in the conversion funnel. Term coined by Altimeter Group to define a new working paradigm as a result of the appearance of multiple channels in the digital space, and which has intensified as consumers become increasingly mobile.

Other denominations:
Media convergence

 
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