For more than a decade now, convergence has been a buzzword among switched-on marketing people, digerati and crystal-ball gazers. They’ve predicted convergence, observed convergence, designed for convergence, and debated the implications of convergence. But what exactly is convergence? As with many buzzwords, the exact meaning depends on who’s doing the talking.
Whatever the precise context may be, convergence is a shorthand way of talking about things coming together in a common format or in the same space. It’s bringing big changes to the way we work and live. Convergence means categories that previously existed separately are seeping into each other; they’re merging and forming new hybrids. The boundaries between different types of technology and different types of media content are becoming blurred. This is extremely important because brands no longer know exactly which sector they are operating in, whom they were competing against and with what tools.
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