The diversity of mobile devices has increased the way information is spread across society. No longer do individuals rely on only a single device as their data source. The increasing volume of mobile devices used by any one person allows individuals to constantly want to check the latest trends, follow the latest celebrity, or look at the latest technology across all their devices. The melding of media is starting to be practiced by many.
“Simply put, media convergence is bringing together different media platforms to support one single campaign or promote a product.” – Gerhard Jacobs writing for Target Marketing
What is the power of multimedia convergence?
“A vast majority of consumers are cross-device users regardless of age demographic and mobile device usage is on the rise,” according to Millennial Media. Because information is at our fingertips and individuals have to have the latest technology trends in their hands, there is no secret that multiple device users exist. In addition, individuals are more likely to choose a mobile device over a desktop to search the internet or just for enjoyment.
Millennials (Gen Ys) have definitely changed the way individuals view information on the internet. These individuals are at the forefront of the way information is received and will definitely continue to pave the way marketing and advertising companies deliver their product or service to the general public.
Great power lies in combined media sources; it allows for different mediums to display and send the same message. Because of this overlap, individuals are prone to look at multiple devices throughout the day. The question becomes “Why not streamline those messages to show similar images and branding pieces?” “From the public’s standpoint, the increased convenience of information provided by converged stories makes using the media a better experience.”
Why is this such a powerful tool for marketers?
Being engaging with the audience is something that every marketer needs to keep in mind when creating content. The audience wants to know the latest, up-to-date information about their favorite product or brand. By displaying the same message across different platforms at different times during the day/week will help reach different audiences at different times in different ways.
Industry revenue resources will drive the deliverance of the messaging and will help marketers to gauge how to reach different audiences on different platforms. Of course, the difficulty will come trying to figure out rotation of advertisements and trying to figure out the best times to display those advertisements.
So marketers are faced with a multifaceted chess game – how, where, and when do place your content in a dynamic marketplace? How do you reap the greatest ROI with constantly revolving players?