The future of convergence will be determined by the interfaces by which we access information. Long time standards like the mouse and keyboard will eventually disappear as we develop better ways of interacting with devices. The way companies and advertisers respond to these challenges will determine their place in consumer's minds.

Multitouch

 

Content

As consumers gain more control advertisers must create content compelling enough to drive people to their brand. Web sites, commercials or simply branded utility experiences all qualify as content. Advertisers need to be in the business of rewarding consumers. This is becoming more and more true as the internet eradicates the traditional linear story which has traditionally been the home for advertising. Advertisers have virtually unlimited amounts of time and space online where their only constraint is the necessity to keep the consumer entertained. Coke is doing an excellent job of grasping this concept with their web site emphasizing the "Coke side of life".