Tuesday, December 18, 2012

Online and offline channels converge - 2013 and onwards.

Rebecca Lieb in her recent article titled 7 digital marketing trends to watch in 2013 refers to online and offline channel convergence as one of the big trends to watch out for. 

While she broadly refers to it as media becoming more digital, and that we're seeing digital messages appear in new places. Out-of-home channels such as billboards and digital signage - as well as TV screens - are hosting streaming and social media, I would like to suggest a step further. 

I would suggest the emergence of an increased seamless interoperability between the online and offline media and the blurring of the boundaries of the media formats. For e.g. a QR code on a print ad / OOH media leading the consumer to the website / mobile app with an ability to order the product via an eCommerce site or from a store. 

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