Convergence, convergence and convergence, but what the heck are you talking about? Convergence can take many forms and since it is a buzzword for managers – along with words such as “viral”, “word-of-mouth”, “social media”, “SUSTAINABILITY” or “economic crisis” – there are still many individuals that have difficulties to define what convergence REALLY is. According to the Merriam Webster online dictionary, the word “convergence” REFERS as: “the merging of distinct technologies, industries, or devices into a unified whole”. Thus, in relation to this definition, the problem with the word “convergence” is that it can take many forms. To be more concise, it can take at least three forms that are useful to know for e-marketers.

The FIRST form of convergence is used in terms of technological tools. In this way, most of useful (and even useless) electronic devices are now integrated in smartphones. In fact, most smartphones include (or will include) features of “traditional” cell phones, but also, devices like CAMERAS, computers (desktop or laptop), electronic agendas, GPS, MP3 players and video game consoles. Moreover, it seems like a matter of time (but perhaps lots of time) before everyone has its own smartphone.