“Paid, owned, earned, created media. Convergence and divergence in media planning” was this year’s motto at the 11th Effizienztag on 23th of March in Berlin. A host of interesting papers and workshops tackled questions on all aspects of the new prospects for media communication in the 21st century:
What role are individual media playing, and how should they work together ideally?
What is a useful balance between paid, owned and earned media, between push and pull?
Is it helpful or even possible at all to draw narrow distinctions between the individual media categories?

At one of the workshops Dirk Ziems (Co-Founder and Shareholder, concept m research + consulting GmbH) presented the results of our current initiative study “Influencer marketing – people as a medium of the blogosphere”.

The era of social media and internet channels is seeing fundamental changes in communication and influence models. New influencers such as YouTuber LeFloid or fashion blogger Lena Terlutter are helping form opinion in their specific scenes. In cooperation with the OSK agency, concept m is studying the background to influencer marketing. How do influencers manage to establish themselves as strong opinion leaders, and what is their relationship with their followers? The initiative study maps currently relevant influencer types and shows the rules for success in using them.

As a sponsor of the media congress, concept m also had a stand.

We should like to thank DWG for organising Effizienztag, and we look forward to working together in the future.

For more information on our initiative study, contact dirk.ziems@test.local or thomas.ebenfeld@test.local  ')}