Apply Marketing Communication Across Convergent Industry

Added on - 06 Jun 2020

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APPLY MARKETINGCOMMUNICATION ACROSSA CONVERGENTINDUSTRY
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1PART A...........................................................................................................................................11) Convergence marketing..........................................................................................................12) Major difference between siloed sector and convergent industry..........................................13) Changes in traditional siloed sectors......................................................................................14) Traditional siloed sector that has moved toward convergence...............................................25) Research on making purchasing decision...............................................................................26) Convergence new approach to meet the need of people.........................................................27) Integrated Marketing communication.....................................................................................38) Advertising and PR.................................................................................................................39) Marketing discipline...............................................................................................................310) Rise of new technologies......................................................................................................411) Advertisement with strong branding message......................................................................612) Unified message....................................................................................................................613) Key component of unified message......................................................................................614) Legislature and policies impacting convergence market......................................................6PART B............................................................................................................................................71) Objective of campaign............................................................................................................72) Application of traditional tool................................................................................................73) List of traditional and modern tool.........................................................................................74) Benefits of marketing and integrated approach......................................................................85)divergent media environment..................................................................................................96)Customer centric mean............................................................................................................97)different marketing channel.....................................................................................................98)another idea of integration.....................................................................................................109) tools use for review the performance of..............................................................................1010) maintaining expert business................................................................................................10REFERENCES..............................................................................................................................12
INTRODUCTIONPART A1) Convergence marketingConvergence in marketing can be simply defined as a act of mixture or converging ofquality or state. Convergence in marketing can include information technology, designedmarketing, public relation etc. The main purpose of this is to ensure that the clear integrated andinteractive message of firm can be passed to all customer through every media that firm uses.Convergence marketing help firm in cutting the extra cost and making lasting impact withoutsacrificing the excellence and quality of product that firm offers (Armstrong and et.al,. 2015)Industry is moving from traditional methods and accepting new trend. Social media has beenaccepted as one of the new model of marketing. The biggest example of convergence is thecollaboration of Nokia and Microsoft. It has been strategical decision made by both countries.2) Major difference between siloed sector and convergent industrySiloed is a metaphor that means delivering one specific task while standing alone. Inproduct industry its used for that firm that lacks the motivation to work in integrated fashion.Marketing channel in firms are used so that valuable information regarding firm can be reachedto their costumers (Aurélie, 2010). A company can have various channel such as social media,advertisement, newspaper, trade shows, speaking engagement etc. Silo marketing make sure thateach channel remain separate from each other and have their own role and responsibility. Theyalso have their separate messages and ways through which message is delivered.The major difference between silo sector and convergence industry is that where silosector work independently and keep work separate. Convergence industry focus oncommunication and integration tactic for smoother working.3) Changes in traditional siloed sectorsTraditional soiled sector focus on divergence of duties with their own roles andresponsibilities (Dawes, 2012). Even though it was great strategy lack of communication affectthe performance of employee and overall performance of firm.Bridging the gap is one of themost important part that firm is focusing on. Convergence strategy seeking help from expertise,enhancing communication double duty etc. It also shifts its focus and becoming more customer1
centric. Convergence had major impact in breaking down the negative effect of silo sector. Ithelps in creating better communication so that efficiency can be brought in firm. It helps inchanging the focus of firm and making it more customer centric (Dibb, 2010)4) Traditional siloed sector that has moved toward convergenceCompanies that has moved toward convergence are mentioned belowJuniper Network has well fractured marketing operation that is divided and dispersed into smallgroup which report to their own marketing department head such as digital product marketing,corporate marketing etc. Among all this he finds that message was lost among this all departmentand has accepted convergence method through which unified message and configuration waspossible (Gordon, 2012) This help them in implementation of unique function that help inattaining efficiency and also aid them in providing better customer service.Another example is Conversant Eagle who adopted this method for combining the effortof offline and online marketing. It turns the focus on data and focus on big picture through whichbenefits can enter in the firm. It works on aligning the gap between online and offline so thateffectiveness can be brought in firm.5) Research on making purchasing decisionIn recent time I had bought a laptop. I bought this product online, before buying theproduct I compare the sites of many firm that were providing the product. The thing that makeme choose a particular product was quality, price and offer that the particular company wasoffering. I compare the features that each product was offering. After deciding a product I gothrough different sites and compare the price that they are offering me on the particular product.What make me decide to buy from particular site was not only the price but also additional offerthey were promoting. It was providing free delivery and was also providing assurance on thequality of product (Harris and Rae, 2010)6) Convergence new approach to meet the need of peopleToday the marketing world has become more digital the need expectation and behaviourof customers are changing at rapid rate. With the digital world, customer are keeping manyvaluable brand in their pocket. They want their experience to be more smooth and easilyaccessible. They want their experience to be more personalised. There has also been majorchange in the behaviour of customer it has been notices that 3 out of 5 people doesn't come back2
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