Six Media Convergence Challenges Organizations Must Consider - Slide 7

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Multi-channel advertisement and promotions are important for retailers. An intelligent and contextually dynamic advertisement on the Web or mobile device brings in additional revenue for the organization. If this message is coordinated with other channels, it makes the user experience consistent throughout. This, however, does not stop retailers from offering Web-specific promotions or advertisements catered to a specific medium (and for good reason – all customers love special offers and surprises!).

Over the past few years, digital content, and more specifically the presence of new media delivery platforms such as smartphones, tablet PCs, and social networks has begun to explode. When combined with a growing global business community and increased accessibility, these newer content channels present businesses with the unique challenge of consistently providing the right content to the right people across all channels (i.e. print, Web, television, mobile, and social).  Organizations that traditionally deliver content through channels such as print and television are now facing the challenge of sharing that same information with new age media.  When looking at the convergence of various media channels, there are several content management-related issues that organizations must consider.

Based on his experience with enterprise content management, Web content management, portal development and storage technology, Prithwiraj Deb, Associate Manager - ECM Practice at Virtusa Corporation, discusses six key challenges organizations are facing with media convergence.

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