Marketing & Communication Application in Convergent Industry Analysis

This report analyzes the application of marketing and communication strategies within a convergent industry, focusing on customer engagement, brand recognition, and data protection. It discusses various tools and methods such as programmatic advertising, website testing, and social media marketing for enhancing customer interaction and brand visibility. The report also emphasizes the importance of data security and compliance with regulations like the Data Protection Act. Furthermore, it explores strategic planning for brand recognition, cost-benefit analysis of marketing efforts, and the use of social media for customer empowerment. The analysis includes examples from companies like Amazon and Tesla Motors, highlighting practical applications of these strategies in real-world scenarios. The study emphasizes the need for consistent quality checks, strategic alliances, and effective communication channels to achieve competitive advantage and cater to individual customer needs.

Running head: MARKETING
Application of marketing and communication in a convergent industry
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1. Amazon drives customer engagement at each operational level. For this, the tool of
programmatic advertising can be adopted. This is in terms of maintaining the use of software
for automating the advertisements purchased through both online and offline channels. This
adoption would help the personnel in saving a lot of time, as the purchased advertisements
would be automatically displayed (Karjaluoto, Mustonen and Ulkuniemi 2015). This would
be an added advantage towards evaluation of the feasibility of the advertisements in the
current condition of the business operations. Along with this, program advertising tools
would be assistance for Amazon regarding collection of bulk data, which is easily accessible.
Mention can also be made of website testing tools, which would be effective for the
increase the trafficking of the audience towards the landing pages. Colour alteration of the
call to action would demarcate the difference between scores in the free trial sign up and
attempts to investment in the advertisement services. Optimization of the tools in the digital
marketing toolbox through conversion would be added advantage for gaining an insight into
the approaches of the clients and the customers (Ryan 2016). Effective sharing of the digital
information is crucial for averting the instances of the cybercrimes, resulting in the loss of
confidential data of Amazon.
2. ABC installed the facility of Security Check for ensuring the safety of the customers
during the time of crisis. The GPRS installed in the app would track the location of the app
user, informing the family members and relatives. The app has been tested by the experts
before launching to the customers. Informing the customers about the app and the basic
features reflects the attempt towards developing customer oriented services. Feedback and
surveys have enhanced the awareness about the feasibility and appropriateness of the app
(Zhao and Balagué 2015). The response of the clients and the customers on the website have
acted as an agent for improving the standards and quality of the services.

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Plans are in progress for arranging meetings with the Board of Directors regarding
installation of more features in the app. Typical example of this lies in the installation of the
Red Alerts in case the user is in danger. Experiments have also been conducted for detecting
whether the services are properly working. This has been done through the involvement of
the experts for averting the instances of malfunctions, virus attacks and intervention of the
hackers (Bruhn and Schnebelen 2017). Consistent experiments of quality checks is apt for
providing quality services to the customers, trying to achieve competitive advantage over the
contemporary brands.
3. In-store promotions can be one of the ways in which the customers can be informed about
the launch of the new product. This can be through the means of distributing brochures and
pamphlets with the newspaper. An advanced method would be advertisements on facebook,
YouTube and other social networking sites. This process would disseminate the information
of the product launch to large number of customers at the same time. Organizing quizzes can
be an effective means for assessing the approach of the customers towards the levied product.
The responses of the customers would reflect the loyalty towards the brand image
(Karjaluoto, Mustonen and Ulkuniemi 2015).
Along with this, offering upgradations or trade-ins can be fruitful for conveying the
information about the launch of the new products. New services can strain the budget,
therefore rational and strategic planning is needed for retaining the customers. On the
contrary, upgrading the existing services can be beneficial in terms of attracting more
customers than the existing ones. Apart from this, sharing customer reviews would be fruitful
for improvising on the communication channels for disseminating the latest sales trends and
updates. Email marketing can also be beneficial for the officials in terms of developing
strategies for the digital communication in a proper manner without the intervention of the
third parties (Eisencraft, Attux and Suyama 2018).

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4. Tesla Motors can make strategic planning towards increasing brand recognition. This can
be done through the means of measuring the cost effectiveness of the resources and
capabilities in terms of generating value in the business operations. Salesforecasting is one of
the means, which would develop balance in the supply and demand. Apart from this, mention
can be made of the launching new products with innovation, which boost the sales revenue
and profit margin. Offshore marketing with the clients and the customers through email
marketing would be fruitful for diversifying the operational areas of Tesla Motors. For
calculating the cost benefits analysis, Tesla needs to evaluate the numerical data regarding the
sales and the number of visitors on the websites (Yang and Liu 2018).
For cost effective analysis, non-numerical data is needed. This includes brand
recognition, customer loyalty and others. These processes would develop comparative study
between the traditional and modern communication means. Typical example of this are the
campaigns. Along with this, identification of the objectives, budgets and brand promotions
would be considered. This would comprise of the integration of time and value generated
within the digital communications. Functional organizational structure is apt in terms of cross
communication between the sectors, indicating teamwork, unity and coordination needed for
enhancing the organizational effectiveness (Durkin, McCartan and Brady 2018).
5. Social media can be effective for empowering the customers. Uploading the specific
information of the products and services on the social media helps in increasing the
trafficking of the audience towards the brand image. The option of feedbacks is a means for
influencing the purchasing power and decision of the customers. Their opinions is of equal
significance for upgrading the standards and quality of the services. Mention can be made of
the comments section in the facebook, where the customers are free to express their opinions
about the latest trends. It is an open platform, witnessing the assemblage of the buyers and the

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clients, resulting in diversified suggestions for expanding the scope and arena of business
(Dong et al. 2015).
YouTube is also effective in terms of empowering the customers in the form of
respecting their buying decisions and powers. Uploading the feedbacks in the form of videos
is a creative means for involving the customers in the business processes. Holding quizzes is
also effective, as it provides the customers with the platform to exercise their talents. This is
assistance for the brands to assess the trust, loyalty and dependence towards the brand.
Consistency in tracking the responses of the customers is apt in terms of generating value
within the investments made by them (Andrews 2017).
6. According to the policies, procedures and protocols, Data Protection Act (1998) is an
integral element. This helps in maintaining the security with the confidential information of
the customers. Strictness in the implementation of the policies helps XYZ Company to
restrict the intervention of the third parties. Rationality in this direction is apt in terms of
gaining trust, loyalty and dependence of the clients and the customers. Verification of the ID
of the outsiders is the key activity, helping in securing the information and the cash, which is
being transferred from the internal to the external environment.
The procedure comprises of the experiments for the digital networks, which connect
the departmental units. In this, the IT experts are hired for aligning with the legislative
requirements (Durkin, McCartan and Brady 2018). Contracts, deals and trades are organized,
which assists the personnel to expand the scope and arena of the business through the means
of financial assessment. Along with this, mention can be made of strategic alliances with the
trade union members, which helps XYZ Company in coping up with the financial instabilities
of high exchange rates, inflation and high prices of the raw materials. Consistency in the

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examination is beneficial in terms of catering to the individual needs of the clients and the
customers (Yang and Liu 2018).
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