What is converged media?

Proper combination and incorporation of two or more paid, owned and earned media channels into a digital marketing plan, taking into account not only the ultimate goal of the strategy but also where each customer is in the conversion funnel. Term created by Altimeter Group to define a new paradigm of work as a result of the appearance of various channels in the digital space, and which has intensified with an increasingly smartphone consumer.

Other denominations:
Media convergence