Interact, creating relationships

Market convergence

When, back in 1994, Interact started developing offline multimedia projects, the big issue was how to integrate emerging communication technologies with the 5 above-the-line media channels traditionally considered by marketing professionals. Leverage existing investments, maximize impact, merge communication channels, bridge the gap between technology and design, get your message straight, whatever the marketing effort you are considering. Thinking of marketing and market convergence had started in the digital age.

Today’s marketer's job has gone a long way. It is not anymore about drawing pictures, getting the right shot or sending single good messages. In a globalised market, everything is about convergence. Technological convergence lets you buy books on a gaming device that has a camera which lets you talk to your buddies while watching TV and listening to your favorite MP3 files. People hear radio ads that attract them to websites showing video footage requesting them to look for print ads that give detail about hotlines you can call in order to get shopping discounts.

Companies adopt recruiting strategies that are socially responsible and help people to work in an energy-saving environment where they create ethical and fair-trade products that are sold in markets 5.000 miles away in emerging countries. Convergence is everywhere, in the concepts, the strategies, the messages, the markets and the technologies that help us to communicate with them.

That is the context in which Interact has decided to act, evolve and excel. We are convergence marketers who specialize in interactive and digital media.