This post is part of a series of Marketing.fm’s coverage of the Youth Marketing Conference 2007.
Joshua Green (pictured above) gave a great presentation on the idea of convergence culture at the Youth Marketing Mega Event 2007. One of the main take aways for me from his presentation was the style of his speaking, the slides themselves, and his delivery of information. Although he spoke about some very complex topics, convergence culture, emerging media, the fragmentation of consumer information consumption – but it was all delivered clearly. I always enjoy presentations such as these for their content and delivery and hope that I can one day emulate the audience attention that Joshua was able to do – especially so early in the morning. (side note: for great presentation tips checkout presentation zen.)
Joshua gave a great overview and definition of convergence culture which stems from the book Convergence Culture: Where Old and New Media Collide
Essentially there is no stopping the convergence of media and how people interact with multiple brands. The masses of people are ok with consuming and creating things across multiple mediums.
One great example that Joshua used was that of gamers. Todays video gamer is using multiple consoles and playing their favorite games across multiple devices. Gamers now have multiple consoles in their home and may follow story lines across their PS2, mobile phone, and the web – all for the same game.
Another area that interested me about the idea of Convergence Culture was that of expressions vs. impressions. The metrics are not in place yet to actually calculate this idea but they will evolve just as the consumption habits of viewers have. The idea of expressions comes from the fact that users are actually becoming involved with and contributing back to the ads they are interacting with. Changing and influencing the story is something new for advertisers.
Although it is perhaps a poor naming convention, Joshua’s presentation fits nicely with my definition of the coming Marketing 2.0 evolution discussed here often.
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