An introduction to the implications of digital convergence

digital device convergence definition

These systems are being accessed directly by the advertisers, often by passing their agencies. At another end we can see traditional services providers such as BT, trying to make their service destinations, content destinations as well.

Digital convergence media studies

Implication: There is a growing need for variable content to meet the need of new advertising models Content growth and the role of the curator In this environment there is a growing fight for attention between content producers and product and service suppliers, who want to tell their brand story. The advent of the phone offered direct, hand-held access to the world via the internet , and social platforms were soon developed to help consumers share all aspects of their lives -- where they were, what they were wearing, etc. Implication: A mobile device first approach is needed to ensure access to the consumer for ecommerce. The on-line world is evolving through networks of relationships and leveraging those relationships rather than just relying on advertising becomes important as digital advertising is squeezed. We are seeing an increasing attempt by service providers to generate content and create destinations of interest. In order to understand how this convergence came to be, we must start where it began -- the creation of the camera. The main impact is then on the paper versions of the content. Social media has since become synonymous with visual content, and users now rely on those images to influence their lives and inform purchases. So users went straight from content to buying and the Daily Mail earned a commission on the sales. As consumers continue to center much of their lives around creating and sharing content for social platforms, it has significantly impacted how they interact with brands and make purchasing decisions. This creates a huge demand for micro content to satisfy wide ranging slots, driven by rules for content once the advert and campaign is defined. The camera, previously used to simply snap pictures or record videos for personal use, has become the lifeblood of every major digital platform. This is coupled with the rapidly diminishing click through returns on adverts as users avoid or skip them.

The advent of the phone offered direct, hand-held access to the world via the internetand social platforms were soon developed to help consumers share all aspects of their lives -- where they were, what they were wearing, etc. Pexels Pexels The advent and evolution of social media changed both legacy technologies and the way consumers use them.

This creates a huge demand for micro content to satisfy wide ranging slots, driven by rules for content once the advert and campaign is defined. The way forward for content producers We have seen that content producers have a range of options in the on-line world for leveraging the strength of their off-line brand.

This point of view explores the emerging trends in the area and the opportunities for new revenue streams for content producers.

An introduction to the implications of digital convergence

We have seen above the convergence of different on-line experiences and we are seeing a number of trends to complete this convergence through buying directly through content. Generating commerce from content.

Why is digital convergence important

The other model that is evolving is that of the content curator. This immediate access opens new doors for both consumers and brands. This is coupled with the rapidly diminishing click through returns on adverts as users avoid or skip them. In fact, Instagram users now share more than 95 million photos and videos every day. This then gave the opportunity to the reader to by comparable shoes directly. Implication: A mobile device first approach is needed to ensure access to the consumer for ecommerce. Implication: Content producers and publishers need to think of new ways to monetise their content. As product placement starts to take hold, given the pressures on advertising then we can see this direct to commerce opportunity increasing, if the right content and relationships are set up. Generating commerce from content. As consumers continue to center much of their lives around creating and sharing content for social platforms, it has significantly impacted how they interact with brands and make purchasing decisions. The advent of the phone offered direct, hand-held access to the world via the internet , and social platforms were soon developed to help consumers share all aspects of their lives -- where they were, what they were wearing, etc. It now turns everyday users into content creators, allowing them to share visually-inspiring images with friends and followers across platforms. Implication: Ensure any platform is designed to support deployment of content cross device and the architecture enables personalisation of the experience. Even at that time, cameras were still limited and were primarily being used to capture images of loved ones and momentous events.

Evidence from research, particularly around the Olympics, is that this does not necessarily mean that one channel cannibalises another, rather the viewing and access of content is additive as users access movies and other material on their travels.

It now turns everyday users into content creators, allowing them to share visually-inspiring images with friends and followers across platforms.

digital convergence in e commerce

Licensing the brand and the content to other organisations, wishing to leverage content to drive access to their service, is an option. Given this trend, we see the growth of content alliances, as product and service providers seek to add content to their platforms, a good example being the use by AOL of the Huffington Post to generate content on its home page.

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Digital Convergence and its Consequences