Data collection necessary for successful marketing convergence

Advertisers will need plenty of research under their belts if they are going to succeed in marketing convergence, it has been claimed.

Caroline Morris, innovations director at research organisation Sky IQ, wrote in the a guest blog for Econsultancy that firms must understand their customers' behaviour in order to combine different channels effectively - which is why data collection is so essential.

She said: "2012 is all about convergence. Consumers are multi-tasking, technology-savvy, interactive individuals these days. They don't differentiate terms such as channels or devices like marketers do, they are just engaging."

Ms Morris suggested that the convergence of distinct promotional channels, such as email marketing and television advertising, can be easily pictured. For example, a person may be talking online to a friend about an email while watching television and receiving a text message.

In terms of what can be gained from combined projects, she explained that the information received on one medium can be shared on the other to increase interaction and engagement.

While many firms may be keen on combining their online offering with adverts on television, Business 2 Community blogger Ayo Oyedotun claimed email and mobile look set to intersect further in 2012.

The freelance writer said that mobile-based services are perfectly suited to complement email marketing campaigns, adding that the design requirements for them are becoming increasingly similar.