Digital convergence and marketing

Karen Enver

Karen Enver, planning director at Lida, analyses the success of digital devices and the trend towards convergence - but, she explains, change is rarely wholesale; it tends to be evolutionary and gradual and the success of technology is dictated by fitness for purpose, not random features.

Digital convergence and marketing

Karen Enver

You may feel your previously good record of techno-friendly standing is under threat at the moment. The plethora of devices, from mobile phones to memory sticks, from portable DVD players to plasma screens, and quite a lot in between, means the permutations to produce and consume content and communication have never been more complex – or sometimes just plain frustrating, depending on your point of view. The sheer array of equipment has become dazzling and the convergence that has been much talked about over the last decade or so seems finally to be upon...

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