Magazine article Marketing

A Marketing Promotion: The New Media Landscape: Preparing for a Media-Convergent Future

Magazine article Marketing

A Marketing Promotion: The New Media Landscape: Preparing for a Media-Convergent Future

Article excerpt

Marketers must take steps to overcome the challenges presented by consumers' changing media consumption.

Media convergence is a consumer-driven phenomenon happening right here, right now, and there's no going back. While marketers are concerned with how to communicate across a multichannel ecosystem that alters and proliferates by the day, consumers move seamlessly from device to device, concerned only with accessing information when and where they want it.

More than 60% of adults online in the UK use two or more devices to access digital content every day, while 25% use three devices. Moreover, 40% say they begin an activity on one device and then complete it on another, switching between gadgets for communication, work and entertainment.

With this in mind, marketers have embraced media convergence, but many still struggle to communicate across a wealth of channels while maintaining a consistent message and brand image. And brands must learn to communicate where customers are, rather than attempting to push them toward a particular channel.

So what are the challenges that media convergence brings for marketers, and how can they be overcome?

Dominance of digital

Broadcast and print are the traditional dominant forces in advertising, but with the proliferation and accessibility of technology, consumers are naturally shifting toward digital content consumption. With an ability to provide data at a granular level, digital media is therefore being used increasingly as a baseline for ad campaigns - both onand offline - which presents challenges for marketers who work in a 'them and us' culture, where digital teams operate in silos separate from the traditional marketing team. Not only does this make it difficult to adopt a joined-up approach to planning and embracing a media-convergent environment, but it also inhibits a greater understanding of how to use the data to benefit the brand.

Complexity of the ecosystem

While the consumer experience appears to be seamless when navigating from device to device, a multimedia campaign is profoundly complicated to deliver. As yet there are no tech standards, which creates an increasingly complex ecosystem that is difficult for brands to tackle alone.

And while the onus is on agencies to lead the way in industry innovation, it is critical that they can identify technology partners to help navigate this constantly changing landscape. …

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