How will marketers find their target consumers as media convergence increases?
The CEO of Geary Interactive shares some key adaptive strategies. Media convergence is all around us. The internet is available on cellphones, televisions and in cars, which is turning the world into one digital playground. In this dynamic atmosphere, traditional media outlets are continuing to struggle to keep in stride with their interactive counterpoints, and as a result, Americans are seeing reporters posting blogs, streaming radio online, TV programs available for download and digital billboards. Analog media outlets are fighting to stay relevant and timely, which creates opportunities for interactive marketers to increase their reach. The union of all forms of media equates to endless chances to reach consumers at multiple places on several platforms. In days past, audience segmentation was based solely on demographic and contextual targeting information, which allowed advertisers to promote their products or services to a group of potential consumers based on their gender, age a
