What is meant by the term Media Convergence What are the challenges that media convergence brings for marketers, and how can they be overcome? What are the advantages of media convergence to advertisers? What are the advantages and disadvantages of media convergence to consumers/audiences? What do you foresee as the next element/phase of media convergence?

Media convergence is a consumer-driven phenomenon happening right here, right now, and theres no going back. While marketers are concerned with how to communicate across a multichannel universe that alters and proliferates by the day, consumers move seamlessly from device to device, concerned only with accessing information when and where they want it. With this in mind, marketers have embraced media convergence, but many still struggle to communicate across a wealth of channels while maintaining a consistent message and brand image. And brands must learn to communicate where customers are, rather than attempting to push them toward a particular channel. Media convergence is the new world order and something that brands cant afford to ignore as their customers switch effortlessly between devices on their own terms.

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