Converged media has been a hot topic the last two years and is picking up speed in 2013. This concept represents a blurring of the lines between the three types of media: paid, earned and owned.
I don’t think there are many who would disagree that this is happening and will continue. But another important issue is: What type of marketing professional will flourish in this environment and bring added value to his or her brand?
A word that comes to mind to describe this professional is: diverse. Fluency only in a single area, be it advertising, public relations, social media, branding or others is career and brand limiting. The value add comes from multi-disciplinary professionals who understand all of the converging types of media at the strategic and tactical levels and can fit them into a bigger, more seamless picture.
The disciplinary silos must come down. They should be replaced collaborative, cross-functional teams that can work together across the media spectrum.
All of this doesn’t mean specialization has no place. It simply means marketers must adapt and grow in their understanding of media, and work together more effectively. Converged media demands it.