As technology leaping forward and curving its way into all segments of life without leaving anyone untouched from tasting its experience. But when it comes to find its influence and impact on business world then we have this answer; Consumer behavior is undergoing a swift transformation for e.g. the person who yesterday “surfed the web” today moves between offline world & online; sites, channels, and devices. The media and information they use might begin in traditional media, social media or OOH but with an increasing rate it could be a hybrid of all three.
In general the consumer primary search is for information, entertainment, or shopping. Basically their objective is to find the right form of media, either it is being paid, owned or earned. Intercepting & engaging this new breed of consumers is a challenge for Brands on the other hand Internet made it easy for consumers to learn the ways to use the technology regardless of whatever channel or medium they are engaging with.
Between 2010 -2012 the significance & role of converged media has surfaced with more of a need then luxury, so today if marketers do not take action the effectiveness of marketing efforts will suffer.
The trend will continue with a demand of opening up new media funnels in coming years. The convergence of paid, earned, and owned media is a certainty. This marriage of media channels is hardly limited to temporary instances on social networks. Rather, it has become a business model.