Applying Communication across a Convergence Industry

This article discusses the concept of convergence, its benefits, potential effects, changes in customer needs, and the role of integrated marketing communication in the convergent industry.

Running head: APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
Applying Communication across a Convergence Industry
Name of the Student:
Name of the University:
Author Note:

1APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
Table of Contents
Part A...............................................................................................................................................3
Answer 1:.........................................................................................................................................3
Answer 2:.........................................................................................................................................3
Answer 3:.........................................................................................................................................3
Answer 4(a):....................................................................................................................................3
Answer to 4(b).................................................................................................................................4
Answer to 5(a).................................................................................................................................4
Answer to 5(b).................................................................................................................................5
Answer to 6(a):................................................................................................................................5
Answer to 6(b):................................................................................................................................5
Answer to 6 (c)................................................................................................................................6
Answer to 7......................................................................................................................................6
Answer to 8 (a)................................................................................................................................6
Answer to 8(b).................................................................................................................................7
Answer to 8(c).................................................................................................................................7
Answer to 9 (a)................................................................................................................................8
Answer to 9 (b)................................................................................................................................8
Answer to 9 (c)................................................................................................................................8
Answer to 9 (d)................................................................................................................................8
Answer to 9(e).................................................................................................................................9
Answer to 10 (a)..............................................................................................................................9
Answer to 10 (b)............................................................................................................................10
Answer to 10 (c)............................................................................................................................10
Answer to 10(d).............................................................................................................................11
Answer to 10 (e)............................................................................................................................15
Answer to 10 (f).............................................................................................................................15
Answer to 11 (a)............................................................................................................................16
Answer to 11(b).............................................................................................................................16

2APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
Answer to 12..................................................................................................................................16
Answer to 13..................................................................................................................................16
Answer to 14..................................................................................................................................17
Answer to 15..................................................................................................................................17
Part B.............................................................................................................................................19
Answer to 1....................................................................................................................................19
Answer to 2....................................................................................................................................19
Answer to 3....................................................................................................................................20
Answer to 4....................................................................................................................................20
Answer to 5....................................................................................................................................20
Answer to 6....................................................................................................................................20
Answer to 7....................................................................................................................................21
Answer to 8....................................................................................................................................21
Answer to 9....................................................................................................................................21
Answer to 10(a).............................................................................................................................22
Answer to 10 (b)............................................................................................................................22
Answer to 10 (c)............................................................................................................................22
Answer to 10 (d)............................................................................................................................23
Answer to 10 (e)............................................................................................................................23
Answer to Question 11..................................................................................................................24
References:....................................................................................................................................25

3APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
Part A
Answer 1:
Convergence means moving towards a union. Technological convergence refers to the
term describing layers of abstraction that enables different technologies in interoperating
efficiently as converged system (Gauch & Blind, 2015).
Answer 2:
In siloed sectors, the departments have independent operation and each of the sectors has
separate procedure and policies. Moreover, the department works following different timelines,
procedures and policies thereby reducing decision-making power and acting as obstacle to
innovation. In convergent industry, different parts of business collaborate with the universal
procedures and universal policies (Sarstedt, Wilczynski & Melewar, 2013).
Answer 3:
The traditional siloed sectors followed their own procedures and policies that made the
act of solving problems difficult. Sales represent a siloed sector that tried to meet the client
requirements through creation of brand image. However, with convergence, the different
departments shared information and worked based on universal procedures and policies
(Dumeresque, 2014). It also helped in identification of the overlapping area and the position of
each sector in relation to the requirements of the clients.

4APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
Answer 4(a):
The benefits of convergence are as follows (Roco & Bainbridge, 2013):
Improves the experience of the callers: Recent IP based systems allows cost efficient
integration with the back end data bases thereby allowing the customers to not only check the
account balance, place request or orders and also place query regarding inventory system.
Improves the management of calls: This is done through a system driven call control.
Voice over Internet Protocol (VoIP) based system helps in bringing together information about
customers, employee and network and business application.
Improves the Employee Resource Management: Convergence helps in gathering data
from distributed network of smaller stores or offices and use it appropriately in providing the
business with new information.
Answer to 4(b)
The potential effect of integration is as follows:
Integration refers to the act of compiling together the smaller components into one single
system for functioning as one. In the context of information technology, integration represents
the results of the process with the aim of sewing together disparate and varied subsystems such
that data contained within each becomes part of larger and comprehensive system that easily and
quickly shares data whenever necessary (Orefice & Rocha, 2014). Since integration is difficult to
achieve so the common practice involves employing short term strategy, ad hoc objectives and a
slower process leading to full integration through linkage of various subsystems wherever
necessary.

5APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
Answer to 5(a)
This year I bought a new smart phone
Answer to 5(b)
Mostly, I undertook internet research before making the purchase. I also spoke to some of
my friends who already used the particular model. I purchased the product from Amazon, a e-
commerce website based in Seattle, Washington.
Answer to 6(a):
In the changes in customer need and the consumer behavior are as follows (Solomon et
al., 2014):
 There has been a shift in the device used for undertaking research about a product.
Initially activities carried out using a personal computer are done using mobile
devices such as Smartphone and tablets
 There has been a shift from the voice to the data to the video. People have
become more dependent on telephonic voice, emails and social media for meeting
needs
 Consumers preferred a shift in the content from bundled to the fragmented
through various apps that makes them more aware
Answer to 6(b):
Consumers with the convergent environment play the role of implanting newer ideas
connected to the newer culture and completely aligned with changes taking place within the
society (Belz & Binder, 2017).

6APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
Answer to 6 (c)
Digital convergence refers to one of the trends of convergence in marketing (Van den &
Donders, K., 2014). Digital convergence refers to application of the information technology
methods for delivering media programming thereby allowing a media outlet in undertaking the
benefits and features offered through media outlets.
Coming together refers to the promise of making complex communications simple
through convergence since business requires both data and voice communications.
Answer to 7
Integrated Marketing Communication or IMC refers to the approach of creating seamless
and unified experience for the consumers across the channels (Luxton, Reid & Mavondo, 2015).
The basic premise of IMC lies in the coordination of the marketing communication efforts that
allows the firm in reaching diverse audience with constant message. However, the difference lies
in the fact that for convergence to occur it is necessary for the IMC champions for facilitating
communication and relationship development amongst the cluster members.
Answer to 8 (a)
Advertising represents a marketing communication that involves non-personal openly
sponsored messages for promoting or selling a product, idea or service (Parente & Strausbaugh-
Hutchinson, 2014). In the present world, advertising makes use of every possible media for
getting the message across. Advertising is carried through print, television, press, radio, direct
selling, internet, mailers, hoardings, sponsorships, posters, events, clothes, sounds, colour,
visuals and endorsement. The industry related to advertising however encompass the companies

7APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
that put forward advertisements, agencies creating advertisements, media carrying
advertisements and host of people like the copy editors, visualizers, researchers, brand
managers, creative heads and designers.
Answer to 8(b)
Public relations refer to the practice of managing spread of information between the
organization or the individual as well as public (Ferguson 2018).
The role of the PR Officer in the convergent industry is as follows:
 PR officer remains increasingly important to marketing even when both the
disciplines converge
 PR professionals harness digital storytelling, social listening and has social
purpose
 PR professionals also aids in providing strategies, creative thinking and expertise
 In the convergent industry PR professionals plays a key role in the achievement of
measurable business objectives
Answer to 8(c)
Disney Company is a good example of convergence (Gershon, 2013). The company has
been a leader in the children animated and feature films. As the film library of the company
grew, it began to adopt other means for growing. The PR officer declared Disney converged with
the television network ABC that helped the company in strategically growing the entertainment
footprint. The company not only purchased the entire catalogue of ‘Star Wars’ from George

8APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
Lucas but also the animation studio ‘Pixar’. The PR officers played a key role in this
convergence by enabling Disney in achieving measurable business objectives.
Answer to 9 (a)
Direct marketing refers to the promotional methods involving the presentation of
information about the product, company or service of the target consumer without incorporating
an advertising intermediary (Risselada, Verhoef & Bijmolt, 2014). Some of the examples of
direct marketing includes, email, telemarketing, door-to-door selling and voicemail marketing.
Answer to 9 (b)
Sales refer to the activities of selling or the number of goods as well as services with a
given period (Johnston & Marshall, 2013).
The concepts of marketing and sales are same although they have very little differences.
The key difference between the two lies in the fact that the concept of sales is focused on product
while the concept of marketing focuses on the consumer needs.
Answer to 9 (c)
Market research refers to the organized effort of gathering information about the
consumers or the target market. It represents a vital component of business strategy (Babin &
Zikmund, 2015).
Answer to 9 (d)
Marketing analytics refers to means of managing, measuring and analysis of marketing
performance for maximizing the effectiveness and optimizing the return on the investment.

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Answer to 9(e)
Nestle Australia is a company that undertakes direct marketing, sales, market research
and market analytics (nestle.com.au, 2018)
Direct Marketing Nestle created the new brand ‘ Maison Cailler’
as launching pad for the direct marketing.
Sales The company has a rewarding and fast paced
sales cycle with communications and activity
across omni-channel structure
Market Research After the Maggi brand of Nestle faced a
decline in the sales in the year 2004 due to its
dehydrated format and flavor, the company
commissioned face-to-face qualitative research
for getting deeper insight into the consumer
views.
Market Analytics Nestle makes use of different web analytics
tool.
Answer to 10 (a)
The tools and techniques of the traditional sector considered for integrated marketing
communication environment in context of the digital marketing are as follows:
1. Advertising: It comprises of four characteristics .It is persuasive in nature, non-
personal, paid by sponsors and disseminated through the mass communication channels

10APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
2. Sales Promotion: This is the process where a potential consumer is persuaded for
buying a product.
3. Public Relations: Public Relations represent the manner in which individuals,
companies and organizations communicate with the media as well as the public.
4. Direct Marketing: This is a kind of advertising where the organizations communicates
directly with the consumers through text message, emails, online adverts websites, database
marketing, newspaper, television and magazine advertisements.
5. Personal Selling: This takes place when the sales representative interacts with a client
with the purpose of sales transaction.
Answer to 10 (b)
Social media marketing refers to one of the profitable and stress free digital marketing
platform used for increasing the visibility of the business (Tuten & Solomon, 2017). Social
media marketing greatly enhances brand visibility and heightens the user experience. It also
involves in promotion and ensures engagement with the target consumers on the social media
channels like the Instagram, Facebook, Pininterest and LinkedIn. This tactic is used for the
digital marketing and helps the business in increasing brand awareness, generation of more leads
and improvement in the customer engagement.
Answer to 10 (c)
Content marketing refers to the approach of strategic marketing that focused on the
distribution and creation of the relevant, valuable and consistent content for retaining and

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attracting a defined audience thereby driving a profitable consumer action (Järvinen & Taiminen,
2016)
Content marketing is a cost effective and fit for purpose approach for modern marketing
due to the following reasons:
 It helps increasing the visibility of the brand
 It develops a lasting relationship with the audience
 It helps in improving brand recognition and awareness
 Helps in building trust , loyalty, credibility and authority
 Helps in positioning the business
Answer to 10(d)
The marketers of Australia spend a larger portion of the advertising budget on the digital
media for keeping pace with a more progressive and hyper connected customer base. Australia
now presents one of the highest spenders in terms of digital ads per user. Besides, it is found that
over half of the advertising budget is spent on either mobile or online.

12APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
Figure 1: Digital Marketing Trends in Australia
Source: (Ryan, 2016)
Australians are gradually catching up with the trends of social media marketing by
becoming more data driven, better understanding of the audience and undertake experiment with
various kinds of contents for driving meaningful conversations with the communities. The
graphical representation of this trend is as follows:

13APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
.
Figure 2: Social Media Marketing Trends in Australia
Source: (Belch et al., 2014)
Australia is gradually opting for content marketing, the trends of which is described in
the graph below

14APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
Figure 3: Australian Trends for Content Marketing
Source: (Shen & Bissell, 2013)
It is found that close 34 percent respondents showed immense commitment towards
content marketing. Again, closer to 48 percent of the respondents showed somewhat committed
towards the trend. Only a 9 percent respondent showed they either had little or no commitment at
all and 9 percent respondent showed extreme commitment. It is described in the pie chart below.
Figure 4: Commitment of Australians towards Content Marketing
Source: (Fry, 2014)

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Answer to 10 (e)
Coca Cola Australia is a company that emerges the three disciplines which includes
social media marketing, digital marketing and content marketing (coca-colajourney.com.au,
2018)). The company undertakes social media marketing through the creation of video reel ads
and allows the customers to send personalized messages. Coca Cola aimed at staying connected
with the fans by undertaking digital marketing through Twitter. The company posted close to 85
percent of the tweets aimed at connecting to the fans. The company adopts content marketing by
posting blogs, stories and articles based on fun, music, health, sport and food. The articles
concern more about the key parts of human satisfaction.
Answer to 10 (f)
Processes that customers must go through in the cross sector and the media divergent
marketing communications are as follows:
 Creation of resources for the practitioner including the toolkit, resource library,
case library and the ongoing research projects
 Bridging research for practicing divide
 Communicating work to the practitioners in each of the sectors
Tools for the collaboration in the cross sector assists and guide the practitioners. It not
only clearly articulates but also provides essential ingredients for the collaboration thereby
providing practical knowledge for design, diagnosis, implementation and collaborations of the
cross sectors within the communities.

16APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
Answer to 11 (a)
Nike has a strong branding message mentioning ‘Just Do it’ (nike.com, 2018). The
message is not only short and sweet but encapsulates every aspect that people feels while
exercising. It acts as a motivation in situations when a person just does not want to run those five
miles or walk up the four flights of stairs. It acts as a slogan that acts as a drive for pushing
people beyond the limits.
Answer to 11(b)
The call to action of Nike’s advertisements helps in understanding the championship of
an athlete or record breaker who strives in pushing their limits. As per the knowledge it can
therefore be said that everyday athletes makes up for a large section of the target audience of
Nike. The advertisement is thus set for encouraging them in achieving their defining moments
of success.
Answer to 12
In the convergence environment, unified messaging refers to the integration of the
different forms of communication media that includes email, messaging, SMS, video and
voicemail that remains stored within single system and implemented through single interface.
Answer to 13
The considerations for assuring that messages can remain unified across integrated
system are as follows:
 By defining the focus of the brand and reinforcing it continuously
 By remaining consistent on the various platforms

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 By connecting with the various platforms
 By participating in and encouraging a dialogue with the customers
Answer to 14
The legislations, regulations or policies that might affect marketing within convergent
environment are as follows:
1. Recalibration of Content Service Enterprises: The regulation of the content towards
the significant enterprises for providing professional content to the Australians is termed as
content service enterprises (CSE). This might have an impact on marketing with a convergent
environment
2. Refinement and Retention of Media Ownership Rules of Australia: The new rules
were defined based on minimum number of owners who provide commentary and news in each
of the local market. However, the minimum number is decided in regard to market concentration
and historic rules. This might create an impact on marketing within a convergent environment.
3. Introduction of New Communication Regulator: The replacement of Australian
Communications and Media Authority (ACMA) by the Communications Regulator’ (CR) might
also have an impact on the marketing within the convergent environment.
Answer to 15
The resources and documentation used for establishing effective communication are as
follows:

18APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
1. Availability of Social Intranet Software: Presence of a centralized portal allows
everyone in accessing all relevant information, documents and contracts, communication.
Besides, it also helps in lowering the maintenance cost of information technology.
2. Presence of Private or Group Messaging and Chat Tools: This act as appropriate
tools of communication and helps in binding the teams together. These spaces holds importance
when the communication managers requires updates on progress of the project or there is a need
for communication with a team member
3. Presence of Tracking and Ticketing Software: It is considered one of the best
resources of effective communication since it enables the employees or the customers in
submitting a ticket or case thereby assigning it to right employee and providing resolution on
time.
4. Presence of Internal Videos and Blogs: The brain process visual information much
faster than the text. Therefore, starting to use videos and images across the intranet involve s more
engagement from the employees.

19APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
Part B
Answer to 1
The objective of the campaign lay in attracting new overseas visitors. It had an annual new
budget of about £ 1.5 million. The initiation of the campaign led to a 5 percent increase in the
passenger numbers. In a matter of three months, close to 7800 Londoners took up the flight and
the meal deal along with redemption of three hundred student tickets. In other words, British
Airways experienced close to 8 percent growth in the number of visitors that accounted for more
than 4 million. This resulted in the increase of gross profit by about 23 percent.
Answer to 2
The London Eye identified and evaluated the traditional tools and techniques to
integrated marketing communication environment while deciding on the plan for marketing. This
helped in creation of effective strategies for increasing the sales. Business owners who do not
have training in marketing might think that TV spots, magazine ads, direct mail and billboards
are some of the examples that are in reality subset of the marketing that represents the overall
planning in introducing a service or product to the market. On completion of the effort,
marketing communication is created through public relations, advertising and promotions
thereby supporting the marketing strategies.

20APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
Answer to 3
The traditional and the non traditional tools used by London Eye include an online
campaign undertaken with advertisements at the key entry points of United Kingdom, a forty-five
minute cruise across Thames, production of the guidebooks, introduction of the trained host
capsule and the re-launch of the website www.londoneye.com.
Answer to 4
The benefits of convergent, integrated approach to the marketing of goods and services
are as follows (Luxton, Reid & Mavondo, 2015):
 It helps in the development of trust:
 It removes any confusion:
 It results in more effectiveness:
Answer to 5
Divergent media environment represents the type of the media that begins from the
convergent, integrated format but fragmented into multiple formats of media and represents
portrayal of the information through the other media types like the news blog, site and news feed
(Voltmer, 2013).
Answer to 6
In a customer centric environment suitable tools and techniques can be created by the
following means (Kumar & Reinartz, 2018):
1. Making customer satisfaction as the part of the values

21APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
2. Creation of awareness within the organization
3. Prioritizing customer satisfaction over everything else
Answer to 7
The five different marketing channels that are not mentioned in the article are as follows
(Verhoef, Kannan & Inman, 2015):
 Distributor or Wholesaler
 Catalog
 Sales Team
 Dealer and
 Retail.
Answer to 8
Another means of integration of marketing tools and techniques suitable for London Eye
would be the adoption of techniques related to content marketing.
Answer to 9
The paid social media tool can be used for the review since the power of the social media
is far beyond the organic reach (Fuchs, 2017). Besides, the paid platforms can get the brand to a
larger user group that was otherwise not possible to reach.

22APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
Answer to 10(a)
The establishment and maintenance of the business and expert networks in relevance to
communication convergence is done by the following means (Vermesan & Friess, 2013):
 By keeping a record of the network
 By using social media for staying in touch
 By putting the customer at the centre
Answer to 10 (b)
The expert of the organization is identified and engaged in meeting the technological and
sector requirements by adopting the following means (Narula, 2014 ):
By placing everyone in the right role: This implies the alignment of the talent
acquisition and the retention strategies for meeting the goals of the company.
By providing them with training: This refers to providing the appropriate training and
development for removing the obstacles.
By ensuring distribution of meaningful work: This helps in defining a clear
understanding of the contribution made towards the mission, purpose and strategic objectives of
the firm
Answer to 10 (c)
The significance of selecting and utilizing an integrated, cross sector and the media
divergent marketing communications lies in defining the dynamic and the exciting areas within
the business and the society relations (Yadav, Joshi & Rahman, 2015). The key aim of using

23APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
such a solution for meeting the client’s requirements lay in resolving the social, economic and
environmental problems through addressing the regulatory and the institutional voids
Answer to 10 (d)
These networks are quite vigilant in the media industry. Media convergence refers to the
term that merges the distinctive media technologies and the media forms as a result of the
presence of computer networking and digitization (Nienstedt, Russ-Mohl & Wilczek, 2013). It is
also refers to the economic strategy where media properties employs computer networking and
digitization. The media convergence involves technological merging of the different channels of
the media. These includes radio programs, magazines, movies and TV shows that are now
available through ipads, laptops and the smart phones.
Answer to 10 (e)
The best ways of establishing these networks from the perspective of the consumer are as
follows (Schultz, Castelló & Morsing, 2013):
By Seeking for Referrals: This implies sending an email for gaining introduction with
the help of referred contact and back up from the trusted consumers
Participation in the Industry Meetings: This portrays a great means of nurturing
relationship with the network, colleagues and meeting of the new people.
By Blogging: It helps in forging the newer relationships thereby enabling the growth of
the business network.

24APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
By being Social: This implies growing the business network through social media apps
and sites like the Twitter, LinkedIn and other networking communities present online.
Answer to Question 11
Refer PPT Slides

25APPLYING COMMUNICATION ACROSS A CONVERGENCE INDUSTRY
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