Apply Marketing Communication Across a Convergent Industry

Apply Marketing
Communication Across a
Convergent Industry
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TABLE OF CONTENTS
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................9
REFERENCES..............................................................................................................................12
APPENDIX 1.................................................................................................................................13
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TASK 1
APPLY MARKETING COMMUNICATION ACROSS A CONVERGENT INDUSTRY
1. What are two characteristics and at least one point of difference between traditional and
convergent approaches to marketing communication?
Traditional: in company different sections operates independently like different
businesses inside one. Each department has its own rules and regulations. It reduces the
effectiveness of decision-making and strategies applied by the company.
Convergent: Integration of the different departments of the company in terms of its
policies and procedures along with working manner (Porcu and et.al., 2019). Everyone in the
organisation work together to achieve the company's objective and not just the department's
goals.
Convergent is more efficient, effective and the processes faster.
2. How do customers take a central and empowered role within convergent marketing?
Company's success depends on the customer satisfaction. When they start understanding
that consumers are more than numbers, they pay more attention towards the customer’s
expectations and demands. At the convergent marketing, consumers set the firm in a straight
direction; they are behind the marketing objectives. Actually, a business mindset needs to pay
more attention towards the requirements of clients to develop their business.
3. What is the role of the traditional siloed sectors to client requirements? Give at least one
example.
“Siloed sectors” refers to sections which operates independently of one another, even in
instances where they have the potential to communicate and interrelate with each other. But it
may be more beneficial for company to collaborate, it enhances the productivity. For example, if
the marketing department has no or minor communication with sales or logistics department, it
would lower the productivity (Martin, Javalgi and Ciravegna, 2020). The issue with siloed
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sectors within an organisation is that each of these departments operate by using different rules
and regulations at same workplace.
In order to potential growth of company in order to increment in number of clients and
customer's feedback, it is vital that the roles of siloed sectors are identified in relation to client
requirements.
For example, purchasing a pair of shoes at Nike, salesman is responsible to handle the
client. If the customer want to make a change or claim after the purchase so its the duty of that
salesperson to help it out.
In order to improve the products and services for the consumers, interaction and
convergence between different sections of company is important. This allows to maintain the
balance for better understanding of the customers demands and the market needs. It would be
helpful in creating greater opportunity for innovation that meets customers requirements.
4. What is the impact of convergence on the traditional siloed industry?
The impact of convergence would be good enough for the company because the
departments can establish better understanding about ideas as a same language. Exchange of
information in proper manner which help, when they need information from other departments.
It will be in great form that makes the things simple and easy in the businesses and help them to
take potential growth.
5. What are the current key technologies and distributed services that impact on convergent
solutions?
These are some key technologies that have an impact in the convergent solutions
 Social media like Facebook, Instagram, Twitter etc.
 Viral ad campaigns like online and offline surveys
 Blogs, posting blog about the current changes, new products of the company (Porcu and
et.al., 2017).
 User Generated Content
 Company's website.
 Application
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