Ready, Set, Converge on a Definition

A few blogs ago, I wrote about customer centric communications (CCC) and customer centric marketing (CCM). At that time, I was attempting in my mind to link CCC/CCM to the power of print and the advantage this type of marketing offers the printer.

When you link either CCC or CCM with media convergence the possibilities become, as they say, endless. A number of successful print providers have told me that I was right on target and, if anything, they advised me keep a low profile as it relates to this concept. A common comment was let the others guys figure this out for themselves.

Understood, but since I don’t expect some thugs to break my knees, I wanted to continue the discussion and link the concept of CCC/CCM with media convergence. If you have been a follower of this blog, you know I am strong proponent of this discipline.

But before I move forward with making the link, I wanted to explain and define what I see as media convergence. Don Carli of The Institute of Sustainable Communications drove me to complete this definition sooner than planned, but in the end I agreed with Don that the definition is needed to provide the proper link, garner the needed support and lead the way. So here we go.

If you look to a number of “definitions,” nearly all define media convergence as the integration of computing power (primarily the Internet), communications and content. They are known as the three “Cs,” but there is a fourth “C”—the consumer.

Here is how I see it, and I hope you agree. Actually, I hope you don’t agree and ask questions, challenge the concept, for it is said there are no authorities in science, only experts. I too wish to be an expert in this field, and experts are made by the challenges they field and successfully counter.

Thaddeus B. Kubis is an integrated marketing communications, media convergence, and experiential marketing evangelist.

A passionate believer in the integration of all online and offline media, inter-digital integration, unified communications, the measurement and ROMI of any marketing program based on results, Thad acts as profit advocate for his myriad of clients.
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