Marketing and Communication Report: Convergent Marketing Analysis

This report, prepared for a marketing and communication assignment, explores the evolution of marketing strategies, contrasting traditional and convergent approaches. It begins by defining traditional marketing, its methods, and limitations, then introduces convergent marketing as a modern, customer-centric approach incorporating IT and social media. The report analyzes the impact of social media on brand attitude and purchase intention, highlighting the effectiveness of convergent marketing through various channels like social media, web advertising, and blogs. It also examines the role of digital channels in industrial marketing communications, the integration of technology, and the importance of consumer protection through relevant laws and regulations. The report further outlines organizational procedures and implementation plans for applying convergent tools, including a pilot implementation with marketing objectives, activities, and networking. The document concludes with references to key research papers and resources supporting the analysis of marketing and communication strategies.

Running head: MARKETING AND COMMUNICATION
Marketing and Communication
Name of Student:
Name of University:
Author’s Note:

1MARKETING AND COMMUNICATION
Topic- Marketing and communication
Abzari, M., Ghassemi, R.A. and Vosta, L.N., 2014. Analysing the effect of social media on
brand attitude and purchase intention: The case of Iran Khodro Company. Procedia-Social
and Behavioral Sciences, 143, pp.822-826.
This report suggest that both social media advertising and traditional advertising have
significant impact on the customer’s attitude towards the brand, the conclusion is backed up by
the results obtained by structural equation modelling. Traditional marketing is the marketing
technique that is being practiced by the company for long. The methods and medium for
traditional marketing is usually television, newspaper, radio, flyers, banners and posters.
Convergent marketing is the involvement of information technology into the marketing practices.
Convergent marketing strategy puts the customer at center and targets him by all communication
means used by him. It incorporates the use of social media like Facebook, Twitter, video
advertising, web page advertising, blogs or forums. The difference between traditional and
convergence marketing is the extent to which it can be applied, convergence marketing is a
modern approach to marketing targeting the consumers in varied and holistic way, whereas
traditional way is limited to fewer ways of propagation of brand to the consumers.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
Social media marketing is relatively newer concept of marketing strategies being used by
the industries that functions under the domain of convergence marketing. The prime feature of
the convergence marketing is the placement of the consumers centrally and the incorporation and
integration of IT into marketing methodologies. Convergence marketing uses every form of

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technology and communication method available such as social media, telephone calling, web
advertising or blogs and forums to advertise the brand to the consumers. This report speaks of
the effectiveness of convergence marketing and aims to analyse and develop a strategic
framework to articulate the all generic dimensions of convergence marketing whilst putting the
consumers centrally and of the prime importance. The main purpose is to target the potential
consumer with the right product consistently and over varied mediums which dramatically
affects the behaviour of the customer towards the brand. Furthermore, in this report, it discusses
how mangers can apply the framework effectively in the respective organization.
Srinivasan, S., Rutz, O.J. and Pauwels, K., 2016. Paths to and off purchase: quantifying the
impact of traditional marketing and online consumer activity. Journal of the Academy of
Marketing Science, 44(4), pp.440-453.
Traditional marketing as per the name is the traditional approach to market the products
to the consumers. The purpose of the traditional approach to reach out the semi targeted audience
with varied advertisement and promotional methods. The traditional marketing is still being used
boldly and extensively even with the emergence of newer techniques such as convergence
marketing accounting to its effectiveness and is hard to ignore the traditional approach. The most
common types of offline marketing strategy falls under the category of five medium namely:
Print (newspaper, flyers, magazine, brochure), Direct mail (e-mail, postcards,
catalogues), Broadcast ( radio, television), Telephone (calling, sms marketing), outdoor (fliers,
hoardings, billboards). Traditional marketing have evolved over the period of time, however the
basic principles remain the same. Luxury products or brands are intended to stick to the
traditional marketing strategy for its effectiveness to target the selected customers and not
majorly the general audience.

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Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in
industrial marketing communications. Journal of Business & Industrial Marketing.
Traditional marketing is an effective approach to marketing methodologies and is still
used extensively for the popularity of product and targeting the market. However, recent growth
in technology have enabled business functions to connect to a larger audience like never before.
There are few shortcoming to traditional marketing, which are effectively covered by
convergence marketing such as high costs, little or no interaction, no control over timing, limited
options for customization and inability to disclose the full price. Due to the following factors
convergence marketing have a strong impact on traditional soiled industry. Well established and
luxury brands have huge offline influence and thus traditional marketing cannot be ignored.
However, convergence marketing is significantly cheaper and provides opportunities to the new
and small business as well. Convergence marketing have the following leverage over traditional
marketing, higher level of engagement of the customers, bigger audience range, more effective
and cost efficient, consumer centric approach.
Laudon, K.C. and Traver, C.G., 2016. E-commerce: business, technology, society.
Convergence in marketing is the process of converging different mediums of marketing
to serve a specific purpose that is targeting the consumers effectively. Televisions, computers
and telephones have evolved lot with time to be more portable and more interactive.
Interestingly, these have emerged as am marketing platform and have been coagulated together
to server the purpose of marketing functions. With technology becoming advance the advertising
industry such as branding, content, PR, publishing is also being effected accordingly. The key
technologies and distributed services that comprise of the digital industry and have a strong
impact as well are majorly computers, smartphones, online websites and social media. Other

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aspects of convergence marketing are targeting the consumer holistically; it is possible with the
technologies and services being available today.
Forbes.com. (2019). Convergence Is The Future Of Marketing. [online] Available at:
https://www.forbes.com/sites/marketshare/2012/03/01/convergence-is-the-future-of-
marketing/#3416111e5401 [Accessed 18 Jul. 2019].
Integration is the prime objective of convergence marketing. Convergence marketing is
all about the extension in traditional marketing practices by integration of IT and technological
advancements into the marketing sector. A major reason for the effectiveness of convergence
marketing is the social media platforms such as Facebook, twitter, instagram are to name a few.
The integration of technology such as smartphones or computers with the social media platforms
such as Facebook or twitter can be used as a marketing platform to target the consumers in a
most effective way. However, the point of integration is not only limited to marketing strategies
within an organization. One business model to successfully demonstrate the integration is the
Nokia Lumia smartphones. Microsoft teaming up with Nokia to engage in a strategic alliance for
bringing up a new smartphone brand. With the joint efforts in building strategic plans for
convergence marketing of the product by both the firms have made the Lumia smartphone range
a great success.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business horizons, 57(6), pp.703-708.
The convergence marketing is categorized in following categories the first form of
convergence is the convergence that is applied in terms of technological tools this includes
electronic devices such as smartphones. The second form is the convergence to the internet of the

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increase in the number these technical tools, and at last the third form of convergence is the
content or the media posted on the internet such as written information, newspaper, billboards,
magazines, posters or video advertisements. Two organisations that suggested and are to
benefitted by the convergent marketing solution are Ford Motor Company and Unilever.
Accc.gov.au. (2019). Advertising and selling guide | ACCC. [online] Available at:
https://www.accc.gov.au/accc-book/printer-friendly/29527 [Accessed 18 Jul. 2019].
The regulations and legislations are set into place with the scope to protect the consumers
and also to make sure that the market operates in a fair way.
The Australian federal and state laws helps in establishing a fair and secure trading
practice between the consumers and the businessperson. Following are three Acts as mentioned
below:
The Australian Consumer Law (ACL)- was set up with the scope to protect the consumers and to
ensure fair trading within Australia. A real case study is the case of Australian Competition and
Consumer Commission Channel Seven Brisbane Pty Limited [2009] HCA 19 (30 April 2009)
The Australian Securities and Investments Commissions Act 2001- this act was put up to protect
the consumers of financial services and goods. A case study on this is Australian Competition
and Consumer Commission v Audi Australia Pty Ltd [2007] FCA 1990 (7 December 2007)
Deceptive or Misleading conduct under the legislation: Australian Consumer Law Section 18,
which states that it is illegal to engage in activities that misleads or deceives the consumer or
other business. A real case study is the Australian Competition and Consumer Commission v
Singtel Optus Pty Ltd [2012] FCAFC 20 (7 March 2012)

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The two relevant organizational procedures to ensure abiding to the laws can be
understood as incorporating a proper management and administration unit and other is to set up
resources to exploit the available technologies for the purpose of convergence marketing.
Assessment 2
The convergent tool that has been applied includes the divergent media environment which
would be beneficial for the campaign in their normal business activities. Several consultants have
been consulted that are with experts and network which also requires a plan to implement the
pilot. The tool that is required for the technique includes the effective development of tools
which includes the potential catalyst for better outcome from the overall process. A simulated
workplace has been chosen which includes the certain marketing strategies and policies for
accessing certain relevant information. The plans for marketing includes the effective
management of data that are available within the organisation and it helps in determining the
clients which would be efficient for implementing the policies in the organisation.
The procedures and marketing plans includes the effective management which also points out the
budget for the overall process. Budget is a type of financial statement that is mainly prepared by
the management of the business to estimates the amount of expenditure that would be incurred in
upcoming years. Two relevant experts have been ordered to plan to schedule a pilot
implementation that would be beneficial for the overall process of convention. The positive way
of working with the experts includes other form of discipline that is required to be achieved for
the desired outcome from the organisation as well as the clients. I have seen that the reflection
which shows the ability of the firm that engages with the convergent tools for seem less journey
of the customers with certain relevant resources.

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The plan for implementing the planning consist of pilot that includes the effective marketing
objectives that are required to be agreed with the organisation and campaign of the related goals.
Different types of activities are required to be implemented for engaging the experience with
convergent tools that would help in setting the plan for the business in implementing the
objectives. In the reflection part, I have noticed that the networking activity is vital for the
overall process which is included with oral communication along ieth certain skills for
implementation. As per my observation, the outcome of the pilot includes the possible
improvements which deliberate outcome for better management with the policies and strategies.
Implementation plan
Relevant marketing objectives and goals Relevant organisational documents
Targeting of customers Implementing marketing plan
Plan
Activity, rationale and
relevant policy
Timeframe Resources Responsible
Implementation of
strategy
1 week Direct manager
Monitoring success of convergent marketing activities
Objectives How measured When measured

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Completing the plan within
budget
Measured with convergent
activities
After completion of
implementation plan

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References
Abzari, M., Ghassemi, R.A. and Vosta, L.N., 2014. Analysing the effect of social media on
brand attitude and purchase intention: The case of Iran Khodro Company. Procedia-Social and
Behavioral Sciences, 143, pp.822-826.
Accc.gov.au. (2019). Advertising and selling guide | ACCC. [online] Available at:
https://www.accc.gov.au/accc-book/printer-friendly/29527 [Accessed 18 Jul. 2019].
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Forbes.com. (2019). Convergence Is The Future Of Marketing. [online] Available at:
https://www.forbes.com/sites/marketshare/2012/03/01/convergence-is-the-future-of-marketing/
#3416111e5401 [Accessed 18 Jul. 2019].
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
Laudon, K.C. and Traver, C.G., 2016. E-commerce: business, technology, society.
Srinivasan, S., Rutz, O.J. and Pauwels, K., 2016. Paths to and off purchase: quantifying the
impact of traditional marketing and online consumer activity. Journal of the Academy of
Marketing Science, 44(4), pp.440-453.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business horizons, 57(6), pp.703-708.