Report: Marketing Communication in the Convergent Industry Analysis

This report delves into the application of marketing communication within a convergent industry, examining the shift from traditional siloed sectors to integrated approaches. It explores key concepts such as convergence marketing, integrated marketing communication (IMC), advertising, and public relations. The report analyzes the impact of new technologies and digital marketing strategies, including social media, on consumer behavior and purchasing decisions. It also discusses the benefits of a unified marketing message, the role of direct marketing, and the importance of market research and analytics. Furthermore, the report covers the legislative and policy considerations impacting the convergent market, providing a comprehensive overview of effective marketing strategies in today's dynamic business environment. The document provides an in-depth analysis of various marketing disciplines and their functions, offering insights into the evolving landscape of marketing communication.

APPLY MARKETING
COMMUNICATION ACROSS
A CONVERGENT
INDUSTRY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
1) Convergence marketing..........................................................................................................1
2) Major difference between siloed sector and convergent industry..........................................1
3) Changes in traditional siloed sectors......................................................................................1
4) Traditional siloed sector that has moved toward convergence...............................................2
5) Research on making purchasing decision...............................................................................2
6) Convergence new approach to meet the need of people.........................................................2
7) Integrated Marketing communication.....................................................................................3
8) Advertising and PR.................................................................................................................3
9) Marketing discipline...............................................................................................................3
10) Rise of new technologies......................................................................................................4
11) Advertisement with strong branding message......................................................................6
12) Unified message....................................................................................................................6
13) Key component of unified message......................................................................................6
14) Legislature and policies impacting convergence market......................................................6
PART B............................................................................................................................................7
1) Objective of campaign............................................................................................................7
2) Application of traditional tool ................................................................................................7
3) List of traditional and modern tool.........................................................................................7
4) Benefits of marketing and integrated approach......................................................................8
5)divergent media environment..................................................................................................9
6)Customer centric mean............................................................................................................9
7)different marketing channel.....................................................................................................9
8)another idea of integration.....................................................................................................10
9) tools use for review the performance of ..............................................................................10
10) maintaining expert business................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
PART A
1) Convergence marketing
Convergence in marketing can be simply defined as a act of mixture or converging of
quality or state. Convergence in marketing can include information technology, designed
marketing, public relation etc. The main purpose of this is to ensure that the clear integrated and
interactive 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 without
sacrificing 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 been
accepted as one of the new model of marketing. The biggest example of convergence is the
collaboration of Nokia and Microsoft. It has been strategical decision made by both countries.
2) Major difference between siloed sector and convergent industry
Siloed is a metaphor that means delivering one specific task while standing alone. In
product 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 reached
to 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 that
each channel remain separate from each other and have their own role and responsibility. They
also have their separate messages and ways through which message is delivered.
The major difference between silo sector and convergence industry is that where silo
sector work independently and keep work separate. Convergence industry focus on
communication and integration tactic for smoother working.
3) Changes in traditional siloed sectors
Traditional soiled sector focus on divergence of duties with their own roles and
responsibilities (Dawes, 2012). Even though it was great strategy lack of communication affect
the performance of employee and overall performance of firm.Bridging the gap is one of the
most 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 customer
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centric. Convergence had major impact in breaking down the negative effect of silo sector. It
helps in creating better communication so that efficiency can be brought in firm. It helps in
changing the focus of firm and making it more customer centric (Dibb, 2010)
4) Traditional siloed sector that has moved toward convergence
Companies that has moved toward convergence are mentioned below
Juniper Network has well fractured marketing operation that is divided and dispersed into small
group 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 department
and has accepted convergence method through which unified message and configuration was
possible (Gordon, 2012) This help them in implementation of unique function that help in
attaining efficiency and also aid them in providing better customer service.
Another example is Conversant Eagle who adopted this method for combining the effort
of offline and online marketing. It turns the focus on data and focus on big picture through which
benefits can enter in the firm. It works on aligning the gap between online and offline so that
effectiveness can be brought in firm.
5) Research on making purchasing decision
In recent time I had bought a laptop. I bought this product online, before buying the
product I compare the sites of many firm that were providing the product. The thing that make
me choose a particular product was quality, price and offer that the particular company was
offering. I compare the features that each product was offering. After deciding a product I go
through 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 offer
they were promoting. It was providing free delivery and was also providing assurance on the
quality of product (Harris and Rae, 2010)
6) Convergence new approach to meet the need of people
Today the marketing world has become more digital the need expectation and behaviour
of customers are changing at rapid rate. With the digital world, customer are keeping many
valuable brand in their pocket. They want their experience to be more smooth and easily
accessible. They want their experience to be more personalised. There has also been major
change in the behaviour of customer it has been notices that 3 out of 5 people doesn't come back
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if they have bad experience. Convergence marketing play major role in influencing customer
they direct their attention to various channel offer by firm such as social media email, display
ads, direct visit, website etc. It has major impact on the consumer purchase. Digital convergence
is one of the biggest marketing convergence trend where social media, face book, twitter snap
chat has become integral part of marketing. Burberry is the greatest example of it where they
used snap chat for 24 hours of continuous marketing and gain more than 100 million viewers.
7) Integrated Marketing communication
Integrated marketing communication is marketing strategy where different methods are
used in order to improve communication. It mixes different channel together so that optimisation
of communication among stakeholder can be made. It helps in coming up with clearer message
and have much wider impact. Where convergence marketing include many activity like
adverting, public relation etc (Hollensen, 2015) IMC only focus on element of marketing and
influence customer in buying the products.
8) Advertising and PR
Advertising is form of marketing communication through which firm sponsored, promote
or sell their products. Public relation in simple words can be defined as a management that
manges the communication and relationship of firm with their customers. It helps in maintaining
a relationship through which mutual benefits by both organisation can be achieved. PR and
marketing are two different things but with convergence marketing it has become part of
marketing itself (Huang and Sarigöllü, 2014) Pr officer is responsible for maintaining the image
of firm. He is required to understand the clients so that he can influence their purchasing method.
There are many organisations who have adopted these two method IKEA is one of them. There
marketing department is responsible to come up with marketing tactics, while PR department
look after marketing campaign such as media release, new trends, social media etc. this bring
proficiency in work.
9) Marketing discipline
Direct marketing can be defined as a strategic move made by firm where they use
physical method to provide information regarding the new product of firm to customer. It can
also be said as physical marketing (Lin, Lee and Wu, 2010). Email marketing, coupons, direct
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selling are included in this. Mark and Spenser is use email marketing to reach their VIP
customer. They provide them with special offer and coupons.
Where marketing is about finding the need and want of people sales is actual process
where commodities are exchange for money.
Market research are done by firm in order to identify the need of clients. Research is
made through different way direct contacting, feedback or by hiring professional.
Market analytics are done by firm to evaluate its performance in market so that necessary
chance for enhancement and effectiveness can be made. It also helps in optimizing the return on
investment.
There are many firms that has adapted these above mentioned discipline in their working.
IKEA is one of them. The way they have integrated this discipline is mentioned below.
Marketing Discipline Function.
Marketing research Identify the needs and demand of customers.
Their perception and attitude toward products.
Sales With the help of research understand the need
of customer and sell the product accordingly.
Marketing analytics From the figure of sale evaluate the
performance and take necessary measurement
to improve it.
10) Rise of new technologies
Digital marketing refers to strategy used by firm in which marketing is done through
Digital channel. In this firm reach the customer through various digital media.
Social media marketing is new marketing strategy that is used by firm in order to
promote their product and create awareness by targeting social media user.
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Content marketing include sharing material online through video or blog. This marketing
does not explicitly promote the brand but is used to create awareness and stimulate the interest of
customer toward the firm (Muhamad, Melewar and Faridah Syed Alwi, 2012)
Illustration 1: Australian marketing tactics.
(Source: Various Content Marketing Tactics
2016)
Marketing play leading role in the success of firm. In current time the firms in Australlia rea
using various techniques. Social media content is leading tactics that is used by nation almost
86% of firm has adopted this practice. Only 1% behind is website design with 85% of
contribution. Case studies video and other tactic are also used by firm.
Burberry is a firm that has accepted this all activities in their working, The company has
its own web page and video production through which they communicate to their customers.
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They are also advance in social marketing and has used snap chat for 24 hours marketing (Sui
and Yang, 2010) There is special team that handle the websites and blog of firm.
Burberry has integrated this all function together so that they can reach their customer
better social media marketing help them in reaching wider expansion of people they can directly
connect to people through social media and understand their views (Brandt, Cazzaniga and
Hann, 2011). On their web design page they can ask for the reviews and feedback of client and
can improve their product accordingly.
11) Advertisement with strong branding message.
Brand message is a tag line that is used by firm in order to communicate the value and
proposition of country.
Call to action is an strategy of advertisement which provokes people to know more about
and generate their interest. Clicking on this lead to the product portfolio of firm.
12) Unified message
Unified message in convergence environment means mixing of electronic message with
that of communication media into single interface so that it can become accessible to number of
device despite of their variety. It includes voice mail, SMS, fax etc.
13) Key component of unified message.
The component necessary for unified message include, collaboration, presence, unified
messaging, mobility, contact centre, and integration with other business.
14) Legislature and policies impacting convergence market.
Misleading and deceptive conduct: Where firm has to make sure that at the time of
promotion the information such as branding statement, quote etc. are not false or misleading in
any way (Datta and Paramesh, 2010)
Privacy act: With the advancement of technology its necessary the privacy of people are
getting violated. Firm has to make sure that there is no violation of privacy with increase use of
digital marketing.
Bait advertising: In this the product are advertised at different price and doesn't have any
reasonable supply.
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PART B
1) Objective of campaign
The main objective of campaign was to increase the sales and number of passenger of
British Airways. By laying all attention toward advertising and different promotional activities
which can attract customer toward the firm.
2) Application of traditional tool
The company has adopted different way through which they can promote their fUntitled
Folderirm. The firm has adopted integrated marketing communication in their working.
According to this they mix different channel to make sure that their message is pass to consumer.
It helps them in reaching wider no. of population. They have used social media and direct
marking in order to reach the audience. For their VIP customer they adopted the method of
personal email. THE Company has targeted people from all age and profession. Along with this
integral technology it has also adopted traditional methods to attract customer towards them.
They had introduced various offer which can attract people toward the entity. For family people
they have made an offer of joint tickets and use different channel to promote this. It helps them
in targeting the family people which increase their number of clients (Keller and et.al., 2014). To
attract professional and high class people they offered a meal in restaurant with champagne. This
idea was able to peak the interest of professional class who prefer this type of setting. It works in
the benefit of firm. To attract student joint ticket with Tate Britain for turner prize exhibition.
This offer attracts the attraction of many students. British Airways strategy of integrating the
latest trend with traditional tool was quite effective the integrated marketing communication was
able to create awareness of the offers that firm has made and the offer provided by firm was able
to attract many customers toward the firm.
3) List of traditional and modern tool
There are many tools that firm has used in order to communicate and attract more
customer toward them. Few of which are mentioned below.
Target advertising: Target advertising is a traditional method where the advertisement are made
on the basis of target decided by firm. British airways use this method in order to attract more
customers toward them. The company targeted three groups that is consisted of family,
professional and student. It makes different advertisement and offer to attract these people. For
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family it provides joint tickets and for professional dinner with champagne was made available.
To attract the student sector of country they are focusing on educational advantages.
Speaking engagement: Its another traditional method where the firm engage in direct contact
with the firm. For this they have appointed a trained capsule host so that proper engagement of
clients could be made (Liu and Wong, 2013) This also help firm in satisfying the need of there
customer.
Print advertisement: Its another traditional method where advertisement on paper are made.
British airways has also used this method in their marketing plan. The company has produce a
guidebook through which people can become aware of the way firm work. It also helps the client
in getting better view of the cited firm. It works in the benefit of firm as many people were
satisfied with this handbook.
Digital marketing: It's a latest trend that has been used by firm in order to create awareness and
attract more customer toward the firm. For this company has worked toward their company
website and decided to relaunch it. They make there website more attractive and intriguing so
that people become more attracted towards the services and products that firm is offering. It also
helps firm in reaching customer at much wider level. By implementing this method the
international sale of firm has been increased.
Convergent: The company has used both traditional and modern trend which is the part of
convergence marketing. Furthermore, it has also made partnership with other firm so that better
benefits can be achieved.
4) Benefits of marketing and integrated approach
There were many benefits that firm was able to achieve with the help of convergence
marketing. Integrating different channel to reach their target had help firm in reaching the much
wider number of people. Using social media, digital marketing help firm in creating the
awareness among the customer. It also helped firm in attracting more customer which was not
possible in any other way. The major gain company receive was that its international customer
increases with this change (Łopaciuk and Łoboda, 2013) This clearly shows that using integrated
marketing help firm in reaching and communicating their customer at much wider range. It has
helped firm in enhancing their profitability. Their idea of oversee campaign was also successful
the firm was able to gain 5% of increase in no. of passenger with this change. Integrating
traditional and modern trends has also turned in the favour of firm. Retargeting their audience
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and target advertisement has worked in the benefit of firm. I was able to attract the people of all
age. Family, professional and student were all contributing the number of passenger that firm
had. The firm has seen major change it increases their number of visitors by 4 million. It also
enhances the gross profit of firm by 23% which has major impact on the profitability of firm.
5)divergent media environment
Divergent media is completely opposite of convergent media. Where convergence tactic
integrated different channel of marketing it , divergence separate this channel. This method in
early stage use the same integrated format of convergence but it soon gets diverse in different
media formats. Its useful in the presentation of media types such as blogs, news site etc.
6)Customer centric mean
Customer centric is the latest theory that has been accepted and adapted by many firm in
recent time. This theory focuses on the customer to do business. This theory ensures that all
operation of organisation are done by keeping customer in the centre of it. In this client become
centre of business philosophy, operation, idea or strategies. In current time firm has recognised
the value of customer. Gone was the time when profit and sales were the centre around which
whole firm revolve. The firms have realized that to find stability in this market its necessary for
them to make sure that their customers are satisfied with them hence the customer centric theory.
There are many benefits to this approach but the biggest is customer satisfaction (Huang and
Sarigöllü, 2014) If customer is satisfied with their product and services it will automatically
increase the cell of firm. In current time the focus is shifting from financial services to client
centric services. The main aim of this theory is to provide their customer with better shopping
experience not only after the sale but also before so that their loyalty and better profits can be
earned.
7)different marketing channel
Search engine marketing: It's another way of advertisement which can be used by many firms. It
helps firm in advertising their product in relevant searches that appear in google or other search
engine. People everyday uses google or other search engine in order to find the solution to
different problems. These people are very responsive to the advertisement and offer that firm
promotes. It has helped firm in increasing their sales.
Search engine optimization: These tactics are used by firm in order to ensure that the firms'
website rank higher than others. This tactic is based on the psychology of people. Generally
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people doesn't move to the last option that are available on search engine. So making sure that
your name is in the top search will automatically attract the attention of customers.
Affiliate marketing: It's a another tactics that are used by firm in current time in this third party
work to drive the attention of customers toward your sites. Every click or every sale firm pay
commission to this third party.
Community building: Its easy to sell thing to those people who share same belief and values.
Firm can build this community at different platform and can attract more people towards them.
Viral marketing: Its latest trend in marketing and still not much used. It makes sure that all your
products or ideas are spread far and wide. To outspread this information it uses most outrageous
way.
8)another idea of integration
There are many integrated marketing tools that are available which firm can use in order
to gain competitive advantage. British airways can use integration of direct response and
interactive tool. Through interactive tool firm can come in the direct contact of clients and can
ask for their views and feedback (Datta and Paramesh, 2010) This both tools will be very useful
in identifying the need of customer. This will help firm in enhancing their skills and products.
9) tools use for review the performance of
To review the performance and effectiveness of different marketing tool the majority
results and revenue can be used. The firm can compare the revenue before the application of
these tools and also after these tools. Company can notice the sales of firm before the
implementation of this application and after the implication of this application. If there is some
change in the sales and revenue of firm than it means that this tools are beneficial. If there is
positive change in the sales and if it has enhanced that means that the tools has positiver impact
on the firm. But if its opposite and the sales of firm is decreasing that mean that it has negative
impact on the firm and are not suitable for the working of firm.
10) maintaining expert business.
For marketing campaign there are various way through which firm can promote their
products and services. For the promotion of my business I have use social media and IP
multimedia sub system. Its an emerging tactic which integrate current marketing strategy with
mobile. The increase in number of social media use had prompted me in making this decision.
Snap chat, Facebook and twitter has become integral part of current marketing scheme. These
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network are very popular and can easily find in social media platform and through internet.
There are many ways through which I can maintain my social media page. Ever post is one of it.
It help in simplifying the business flow and make whole business marketing smooth. When a
person log in he can choose it accounts which need to update, The firm can connect their
Facebook twitter Pinterest account in this and can make update all together (Keller and et.al.,
2014)
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