There has been more and more conversation on these 2 issues, but the new U2/iPod TV commercials have sparked even more.
Convergence (loose definition): using 2 or more products together to promote a product or brand to a group of consumers. Also used to define the medium of advertising, for example, making TV commercials more like music videos or movies to get a message across.
The U2/iPod is a good example of this. U2 has a new album coming out and the single Vertigo is used in a very hip, video TV commercial to promote iPod/iTunes. Also, there is a new U2 iPod in the color scheme of U2's new album. Who is paying who here? It all works brilliantly on the TV screen and in your ears!
[read] Dallas Morning News article on television commercial trends
Personalization: marketing and making a specific product to the needs of one consumer.
Nike had this with a few models of their shoes where you could choose different colors and add your initials to the back of the shoes. iPod/iTunes as a product defines this because its all about listening to what you want, whenever you want to, very easily. Now Reebok is adding this feature as well with a new pump that will fit your foot perfectly. XM/Sirius are using this theme as well.
[read] Mark Ramsey's thoughts for the radio industry on this issue via
These 2 developments are real issues to businesses. It offers unbelievable opportunities to those able to capitalize and real threats to those that don't self examine why consumers use your products.
Thoughts?
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