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A few weeks ago, we explored the digital convergence revolution and the impact it has on society, both in the past and in the future. We learned that digital convergence has been around for while, leading us towards a single digital ecosystem that allows for the complete merging of all things digital. COVID-19 has further empowered digital convergence and the digital transformation that gave birth to it. Society has taken to digital convergence with a passion, integrating communication, access and sharing of information across all manner of its facets.
What role does Digital Convergence play in Performance Marketing?
The merging of the digital experience across all devices no matter the format of the content has presented performance marketers with new tools and access to flows of information. Digital convergence has given rise to a new level of user experiences (UX) and user interfaces (UI), as well as a whole new wave of performance marketing strategies and tactics being used across all platforms and channels available.
Performance marketers are always looking to bring their target audience closer to the brands they are marketing. Digital convergence has allowed for seamless sharing of information across all marketing channels. Where before content had to be tailored for each channel, requiring customized visual dimensions and even style, the developments in multimedia streaming and sharing have created a smoother experience for both the development and posting of content. Think of it like this: where before three representative visuals based on one piece of content might have been created to allow for sharing across Instagram, LinkedIn, and Twitter, now each channel can swallow one style. Similarly, responsive website design allows for the viewing of the same website across all devices.
As digital convergence continues to evolve, marketers are going to have to adapt and take advantage of the changes. Fully understanding the changes that digital convergence offers their audience, will also dictate the types of UI and UX that need to be designed.
What are the advantages of Digital Convergence for Marketers?
It’s not only marketers that are taking advantage of digital convergence but consumers too. A great example of this is the camera, previously we used cameras to capture moments in time for personal use. Now, with smartphone cameras, they are a part of every day existence – to share images with friends and strangers across the Internet, on social media, blogs, and email. Additionally, videos have become as easy to create as photos. Then there’s audio recordings… All these forms of multimedia, previously the realm of designers and specialists, are now in the hands of every consumer out there. Marketers share more and more with their audience than they did previously.
On the face of it, this may seem like the cat is out of the bag and marketers have no more tricks up their sleeves with which to impress their audiences. The thing is, however, that it also makes marketers more accessible, as humans, and at the end of the day everyone is looking for that human-to-human connection.
The ‘bundling’ of formerly separate multimedia content, allows marketers to more efficiently create and share knowledge and raise brand awareness more efficiently. As the name suggests, digital convergence has brough diverse channels and platforms together. People want absolute connectivity, easy use, and streamlined experiences that require as few changes of platforms as possible. Experiences may differ – LinkedIn users don’t want to see the usual day-to-day content of Facebook, for example – but at the heart of it marketers can exploit ever connection between every channel to best reach their target audience.
As a direct result the convergence of multimedia, data collection and analysis is converged as well. With all the information at the tips of their fingers, marketers are better able to interact with their audiences and first react to then preemt to changing trends in any industry.
Final Thoughts
Essentially, digital convergence has allowed marketers to develop multi-channel marketing strategies that allow them to reach prospective customers in the places where they live. Digital transformation is leading us towards a new form of digital interaction, and marketers are growing with the changing circumstances. Multi-channel and omnichannel marketing are the strongest assests for any performance marketing strategy, and with digital convergence on the rise it is important for modern marketers to bring all these facets together and spur us towards the single digital ecosystem that we are headed for.
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