The Convergence Culture – What is it and Why it Matters

Convergence CultureA few days ago we published a whitepaper talking about the “Convergence Culture” and it’s quickly becoming one of our most popular downloads.  No one is going to deny that marketing today is a completely different animal than it was just a few years ago. With ready access to the Internet, today’s consumers are consuming media and information at ever-increasing rates of speed. Unlike in the old days, it’s not possible to pin people down to a specific geographic location or to a specific time. The days of reaching the majority of the country during the evening news broadcast are over.

Even the idea of reaching people at their computers at home is becoming rather quaint. The time and space boundaries that once separated consumers into neat, tidy audiences are evaporating. A true convergence culture is now emerging, and it’s here to stay. Marketers who understand this and embrace it, are going to come out winners in the end. Those who resist it or continue to reach out to customers based on the old way of doing things are going to be left in the dust. By getting a firm grasp about what convergence culture is all about, you can set the stage for ongoing marketing success well into the future.