The Managing Media Convergence Report, produced in partnership with Mediaocean, explores the ever evolving media landscape and the significant challenges presented to marketers in both global and local markets. The report is based on a survey of 124 agencies and a series of in-depth interviews with a range of CEOs, CMOs and MDs across the digital sector. 

Written by experienced business and marketing journalist Morag Cuddeford-Jones, the report makes best practice recommendations for marketers and agencies, and provides predictions of how the customer journey is expected to evolve. The development of future-friendly campaign structures is addressed in addition to cost effeciencies.

About the report

The research was designed to explore the changing media landscape, and to track the evolution in the consumer journey. The approach to the marketing mix across media is no longer enough to consider a suitable channel available to marketers. The methodology involved three main phases:

  • Phase 1: Desk research to identify relevant issues, examples and models.
  • Phase 2: A series of in-depth interviews (18 interviews in total) with a range of CEOs, CMOs and MDs across the digital sector.
  • Phase 3: An online survey of 124 agencies conducted in May 2013. Separately, we also included questions about media convergence in a survey of client-side digital and ecommerce professionals. This was part of separate but related Econsultancy research entitled Digital Marketing: Organisational Structures and Resourcing, published in September 2013.

The 33-page report contains everything you need to know about managing media convergence, including sections on challenges, measurement and suggested future approaches.

Table of contents

  1. Introduction
    1. Acknowledgements
    2. About Econsultancy
    3. About Mediaocean
    4. About the author
  2. Foreword by Mediaocean
  3. Defining Media Convergence – Graphic Equaliser or Spider’s Web?
  4. Media Consumption Trends
  5. The Media Convergence Marketing Challenge
    1. The move to digital – cannibalisation or incremental growth?
    2. How marketers and agencies manage the relationship
  6. The Measurement Imperative
    1. How the measurement landscape is evolving across platforms
    2. Delivering commercially-oriented metrics to marketers
    3. Managing the metrics
    4. Data
    5. Technologies to bridge the reporting divide
  7. Next Steps for Marketers
  8. Next Steps for Agencies
  9. Methodology

Download a copy of the report to learn more.

free sample is available for those who want more detail about what is in the report.