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Convergence Marketing - The Best of Both Worlds

8 May, 2008 By: John Seroka imageSource

Convergence Marketing - The Best of Both Worlds

In today’s ever-changing world of business and technology, Web-based
marketing is getting plenty of attention. Some marketers might wonder about the
benefits of print and broadcast media in this electronic age. Others look for
ways that traditional marketing can bring the desired results it once did, prior
to the new media trend. While the focus has been on Web-based marketing lately,
conventional methods are not obsolete. Such methods still influence consumers
through TV, radio and print; however, a traditional marketing plan can be more
effective when combined with advanced, Web-based methods.

Convergence Marketing

If you’re looking for a way to enhance your marketing efforts, don’t abandon
traditional methods – they still have benefits. But try to adopt convergence
marketing – the combination of offline (traditional) and online (web-based)
media to create a fully integrated agenda. It builds on the proven strengths of
traditional marketing with the latest online advancements. That’s why it’s high
impact, using multiple methods to engage consumers from all angles.

Convergence marketing comes with a variety of features, which can be
overwhelming. Most marketing professionals can help you determine which features
or media channels to incorporate for specific marketing objectives. But many
advertisers will agree that truly effective marketing mixes conventional and
contemporary methods. To switch gears requires some change, but it’s a decision
that can build your return on marketing investment. It’s a different approach
than the “It’s what we’ve always done” mantra, but expanding your marketing
platform to include new media could be worth the risk for your current marketing

  • Reach a wider network – more people, more places, more often.
  • Be more effective in the way you advertise.
  • Target specific audiences, based on interests and online search history.
  • Attract more clicks with an online presence and drive traffic to your
    business and its website.
  • Create a more enhanced consumer experience.
  • Track sales better.
  • Monitor what is being said about your company.
  • Retain customers.

So what is the best way to incorporate new media into your current marketing
plan? One of the latest media platforms that can satisfy the web-based aspect of
your convergence plan is Web 2.0. Since the dawn of Web 2.0, more businesses are
relying on the dynamics, popularity and practicality of the Web to reach more
consumers. Considered the new – or second – generation of the Internet, Web 2.0
encourages sharing and interacting among users through Web-based applications
and hosted services. The new generation of online applications provides your
business with easy-win benefits through features like behavioral advertising and
social media. Let’s explore some of these latest Web 2.0 features to help you
decide which ones to incorporate into your convergence plan. You’ll soon see
that conventional and Web-based marketing don’t have to compete but can

Behavioral Advertising

As a complement to your traditional marketing methods, such as print
advertising, consider joining your current approach with behavioral advertising
to experience more impressive results. While your print advertising has been
effective in the past, it typically reaches only a general audience and is not
always (market or demographic) specific. But behavioral advertising has the
potential to strategically reach specific consumers who have a known interest in
the type of products or services you offer. This is done using computer programs
that search and store the online history and shopping patterns of Internet users
so they see pop-up and banner ads that are specific to their interests.

Plus, behavioral advertising provides you with these benefits: 

  • Your advertising effectiveness increases because ads are personalized for
    target consumers with specific interests.
  • Consumers are engaged in a more complete online experience in which they
    can click on ads and visit websites for additional information, products or
  • You attract and retain more customers.
  • Your return on marketing investment is improved.

Social Media

Business retention is increasingly difficult to manage in today’s changing
business environment. Retention equates to profitability, which is driven by
consumer behavior. The reduction in brand loyalty and the growth in technology &
communication have created a power shift from marketer to consumer. Consumers
now have access to more information, all at the click of a mouse.  Consumers are
able to communicate with each other more freely. In other words, consumers now
control marketing, buying & selling, so you must earn their business.
Consumer-to-consumer communication has been improved by another feature of Web
2.0 – social media – including blogs, online communities and social networking

Through social media, online users exchange stories and opinions that can
influence purchase decisions. Because of this, new customers can be hard to find
in today’s marketplace. For example, instead of shopping showrooms for new
automobiles, today’s car buyers are more likely to surf  the Web for
word-of-mouth information, as well as interact with consumers via social

While consumers drive social media, your business can also use it to achieve
profitable results by:

  • Uniting your customers globally in an online community for the exchange of
  • Establishing and better managing the process of consumer connectivity.
  • Better grasping what is being said about your image and brand.
  • Learning consumer-driven ideas for creating or improving your products or
  • Connecting with your customers more quickly.

Posting your latest traditional marketing pieces via podcasts, videos or
downloadable files on websites, so you can receive feedback from site users.
Combining your traditional marketing with social media allows you to reach more
people, so you get more bang for your buck.


When you establish an online presence, one of the greatest challenges is
creating awareness of your site launch. If you need tips on how to drive
consumers to your website, SEO is a Web-based feature that generates more clicks
and improves volume and quality of traffic to websites from search engines.
Understandably, the earlier a site appears in search results, the more clicks it

SEO does the following for your website:

  • Considers what people search for and the keywords they use.
  • Looks at site coding, presentation and structure.
  • Adds unique content to make a site noticeable.
  • Conveniently indexes site content.
  • Addresses issues that prevent search engine programs from looking at

Through SEO, you increase the chances that your company’s website gets more
clicks, is noticed faster & stays in the top search results.

Is It Time to Make a Change?

If you’re tired of searching for ways to market more effectively, think
about marrying your traditional marketing plan with Web-based methods to create
a strategy that garners greater results. Learn about Web 2.0 and use it to the
advantage of your customers by enhancing their overall experience. Consider
partnering with other companies that can help you execute a Web strategy. And
remember that changing to integrate new media begins at the top. To dismiss new
media and the benefits of Web 2.0 might be a mistake that costs your business
profitability and retention.

As VP of Seroka & Assoc. a full-service marketing firm–John Seroka is
responsible for new business development & guiding strategic marketing & PR
initiatives for clients. Visit seroka.com or

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