Christian Leborg
Artificial perceptions and arbitrary values

Media converge in the mind of the user

Television, radio, and print have been competing. Today users have brought them all together.

What is converging media? Converging media is the interaction between different media platforms and the interaction between old and new forms of media. It is media entities that converge in the mind of the individual user.

Why does media convergence occur? Established companies want to expand their reach across multiple media interfaces. Start-ups need to experiment with channels to find the ones that give them the most traction. Media consumers want to have the media accessible where they want it, convenient when they want it, and usable in the format they want it.

How do businesses relate to media convergence? Using different types of media in your marketing makes you reach more customer segments by providing access points that they prefer. Using “old” media such as print, radio, and television, you can reach consumers who are not online and then direct them to the more interactive platforms such as Internet or mobile.

“Media convergence is the flow of content across multiple media platforms.” — Henry Jenkins

Which media platforms should entrepreneurs use? Multichannel marketing increases the number of touch points with customers. These points of contact may be websites, mobile websites or apps, social media and blogs, print, television, radio, and e-mail marketing.

What types of customers use which kind of media channels? On a digital pathway to purchase, there are six distinct customer segments. These segments identified by basic digital consumers, retail scouts, brand scouts, digitally driven segment, calculated shoppers, and external shoppers.

In which channel should start-ups focus their media marketing? Gabriel Winberg and Justin Mares have found nineteen ways start-ups can acquire customers. These are viral marketing, PR, unconventional PR, SEM, online display ads, offline ads, SEO, content marketing, e-mail marketing, engineering as marketing, targeting blogs, business development, sales, affiliate programs, existing platforms, trade shows, events, speaking engagements, and community building.

As a small media producer, I am trying to find out how our content can be shaped for and distributed through as many platforms and channels as possible.

Have you spread your content to many places?

Weinberg, G., & Mares, J. (2014). Traction: A startup guide to getting customers
Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.