Digital Convergence follows a dynamic, iterative journey unlike the linear path of a single-point solution. The advantage of a converged network is that both telephony and data ride on the same infrastructure. It's expensive to buy air time or to print collateral, so traditional marketers have gotten very good at delivering messages fast. How to Attract & Retain Talent in an Age of Digital Disruption, GDPR Enforcement: How the 2019 Google Fine Made a Statement, 6 Real-Life Benefits of Continuous Professional Development. But it's not due to a decrease in attention span. At the same time that system complexity is increasing, the number of joint weapon system programs is growing. The simple concept of convergence allows multiple tasks to be performed on a single device, which effectively conserves space and power. But it's not due to a decrease in attention span. Even a long-form direct marketing letter doesn't take longer than 10 minutes to read, which is closer to our actual attention span. Using IP technology that connects all telecommunication services with a single network, companies can add services to their previous ones, without new investments in infrastructure. Big Data is where the convergence happens between traditional and online marketing happens. Not by a long shot. Showrooming actually works in both directions. Thriving in today's economies and ecosystem calls for a value-focused approach that can bring long-term resilience and agility, and make profitability a direct function of demand. As companies learn more about predicting our needs and wants and adopt compelling, persuasive marketing tactics to drive us toward satisfying them, it's like that our “patience span” may continue to decrease and our desire for "better", "more", "now" is exponential. Traditionally, the development of new technology follows a pattern of specialisation. When a consumer looks at an item in a brick-and-mortar store then goes online to purchase that item at a better price, that’s known as showrooming. We want our experiences and information and we want them very quickly. Gartner, the market research firm, predicted back in 2012 that by 2017, a CMO would spend more on technology than the CIO. We could end up reaching a limit, but only time will tell! Other products are the same no matter where you buy them, like computer parts or books. Technological convergence results in greater benefits from increased diversity in products and services in the telecommunication industry. It just has to be reinterpreted for a Big Data world. One example of a convergence between online and offline marketing is American discount retailer Target. By Akshay Raj Mathur Is it smart to jump into the digital convergence bandwagon without doing an analysis of one’s business needs? We are going to witness a flowering of strange and new business models with these changes. Guideline: Device and Network Convergence: Enabling Lean Transformation in Manufacturing Industry By Ajit Mhaiskar, Ashish Agarwal and Shettin Andrews Another benefit is that media convergence allows sources to reach a broader audience with the same media message presented across different platforms to fit the needs of each consumer. According to a report done by First Data, a third of the customers they researched desired a seamless shopping experience on any device at any time and 83% of them said they wanted companies to do a better job of converging online and offline experiences. Some products are purchased based on physical characteristics that can't be communicated through pictures, video, or words. For the consumer, it doesn't matter whether they are buying online or offline, but they want to be able to interact with brands in both spaces with as little friction as possible. Data allows us to make better predictions and creates new models of customer behavior for different niches. Media convergence is the merging of mass communication outlets – print, television, radio, the Internet along with portable and interactive technologies through various digital media platforms. This has also brought about a change in the dynamics of economy as distribution and cost structure is not the same in traditional media. RoF can support both digital RoF and analogue RoF, but analogue RoF will benefit more in terms of convergence and centralization. Along with digital privacy, data security is a pertinent issue for converged technologies, which generate and consume large volumes of data. We want our experiences and information and we want them very quickly. Digital Convergence: Taking Advantage of a Make-Or-Break Moment in Time Published on April 20, 2017 April 20, 2017 • 16 Likes • 0 Comments Email, apps, social networks… nowadays, the clients of any business with a digital presence have multiple ways to contact the company. By comparing profiles among the thousands of Target customers, predictions can be made about what will be purchased next. A seamless shopping experience is code for “we want it now with as little friction as possible. Does this mean traditional marketing is dead! Information is readily available across multiple platforms in today’s society, so the audience is able to access it through many different ways and is able to pick a platform that best suits his or her needs. These two halves of the retail ecosystem at one time operated as distinct parts of the enterprise, but no longer. Well, you might have heard one. After an initial training on the use of the platform, the Customer Success team remains available to accompany us on the deployment of connectors, the preparation of campaigns and the analysis of the collected data. More specifically the convergence between digital marketing and traditional marketing. For starters, it's extremely convenient to have my phone (telecommunications), ESPN stats (written communications), music, and movies (digital communications) all on one device. Trend: : Digital Convergence: What’s in it for me? Technological convergence poses three potential data security concerns: increased number of access points susceptible to cyberattacks, linkage to physical security, and theft of data. At the macro level, one disadvantage of the digital media convergence is the impact it has had on interpersonal communications. 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