Marketing Communication: Traditional vs. Convergent Approaches

This report delves into the application of marketing communication within a convergent industry, contrasting traditional and convergent approaches. It highlights the central and empowered role of customers in convergent marketing and explores the impact of convergence on traditional siloed sectors. The report examines key technologies, distributed services, and potential points of integration, providing examples and case studies. It also identifies relevant Acts, regulations, and organizational policies impacting marketing communication, alongside an analysis of marketing tools and techniques to enhance business reach and customer engagement. The report emphasizes the importance of cost-effectiveness and return on investment in marketing communication, providing a comprehensive overview of the subject.

Apply Marketing
Communication Across a
Convergent Industry
1

TABLE OF CONTENTS
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................9
REFERENCES..............................................................................................................................12
APPENDIX 1.................................................................................................................................13
2

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
3

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
4

6. What are potential points of integration? Refer to at least one (real or simulated) business
case study, marketing campaign or marketing plan to illustrate points of integration.
Potential points of integration are the departments that can work together because their
activities are interdependent and interrelated in the system. So, with support of other section can
perform better (Falahat and et.al., 2020).
For example: New IPhone is launched in the market, if anything goes wrong and customer
feedback is recorded, so the sales department can say to the marketing department about it. It
helps them to work as a team to improve the weaknesses. It will be more helpful for future
references, like improvement in device, for the next generation according to the budget of the
firm.
7. What are two types of experts and business networks appropriate to a convergent
marketing solution? Give at least two examples of how advice or networks can assist or
have assisted you in your work, referring to a real or simulated case study campaign.
Expert networks
 Sector specialists
 Technical specialists
 Opinion Leaders
Business networks
 Collaborators
 Entrepreneurs
Examples:
- A current main technology is SEO (Search Engine Optimization) that allows
consumers to find the business with priority (Keogh, Gordon and Marinovic,
2018). This helps the business, as website appears on the first places when people
write some keywords related to the website or product or company in the search
engine like Google, connecting customers with business.
- Another current main technology is the Smart-Phone, helping all the world to
communicate with each other and have access to the information 24/7 for an
interconnected world with tools like the calendar, translator, web browser, etc.
5

8. What are at least three relevant Acts, regulations or mandatory codes of practice
impacting the field of marketing communication?
a. For each of the three, give at least one example of how a real or simulated case study
organisation has complied with the Act, regulation or code with respect to convergent
marketing activities.
 ACMA (Australian communication and media authority) is the main regulator of
communications system and media convergence for Australian companies.
Example: “In December 2004, a businessman found the subject of complaints to the ACA in
order to get unsolicited emails. After investigation completed, the investigators revealed that the
sender of emails was located in South Australia and the ACA issued search warrant to capture
the respondent (Mikolic-Torreira and et.al., 2017). Also, order searching on the sender's
premises. Analysis of the records seized during the search which revealed that the person was
having email addresses up to 20,000, software for email address harvesting and mass-mailing.
The respondent had bills for the purchase email addresses from the internet about 5.5million.
Those email message was set by the respondent in which he offered the opportunity to
register to a pyramid-style of marketing scheme. The information embedded in the messages
clearly fell into the category of commercial electronic message as defined in section 6 of the
Spam Act. The respondent took the responsibility for sending large numbers of unsolicited
commercial emails to different email addresses and purchasing these email address lists from the
internet.
It was not the creator of the pyramid scheme of marketing, but had joint randomly
through an offshore website. In this case, ACA investigators explained that the most appropriate
course of enforcement action, and they seek that the respondent was enforced do this. So
undertaking him and releasing him with some assurance that would not engage in sending
unsolicited commercial electronic messages in the future. Respondent entered into the
enforceable undertaking, and was issued with an infringement notice and paid a $660 penalty”.
6

 ComLaw (governmental legislation search engine in which the users can identify which
are applicable terms and items of legislation through searching keywords)
Example: During the development of the website and it is necessary to know what kind of
information should be included in it. Person which engaged in it, can find the relevant
information using the search engines (Oleinik and Yevseytseva, 2016). Also, the keywords
related to the topic in relation with the website and the laws should be considered before
launching the website.
 Telecommunications Consumer Protection Code
Example: Ruth signed up to a $49 cap plan for the telecommunication. Then she noticed that it
would be the maximum amount she has to pay each month. It wasn’t the case and ended up with
getting unexpected high bills.
Saying what they mean and meaning what they say
According to TCP Code, telecommunications providers don't need to use terms in their
advertising and promotional activities that would mislead the consumers. For example, ‘cap’ it
should not be used for giving new offers unless it is a hard cap that cannot be exceeded.
Many print advertisements that mention ‘included value’ for mobile bill plans which
imposes that it will include standard charges in the bill like a two-minute national call, a standard
SMS and using1MB of data (Nozdrachova and Chumachenko, 2016).
When Ruth goes to choose next plan, she will get a ‘Critical Information Summary’ in
which information about the additional and standard charges along with key terms and
conditions.
Telecommunication companies have to send consumers like Ruth, about usage and
expenditure notifications for voice, data and SMS, with necessary information about standard
and additional charges alerts.
b. Identify at least two relevant organisational policies or procedures.
The emails about a particular campaign will be sent, only to those people whop are
interested and provide their details along with accepting the terms and conditions. It should not
7

acceptable to purchase or use private information of people who are not authorized to receive
information of the company.
All advertising things should clearly include the specification regarding prices, its
availability, place where it is available and mention all the condition to reduce conflicts with the
customer.
8

TASK 2
Prepare Marketing Tools and Techniques
Marketing communication drives the small businesses to enhance their reach towards
potential consumers. This improves interaction and communication with customers. Maintaining
communication with the public creates an avenue for promoting products and services to build
brand awareness in the marketplace (Hänninen and Karjaluoto, 2017). Any type of contact
companies used to establish relationships with the customers, leads towards success in order to
generate high revenues and securing the business the position in market for the future.
Purpose
Marketing communication helps to connect the small business to the wide range of
consumers. It can be different types of communication included informational newsletter, social
media platforms, where exchange of ideas is easy, communication vehicles help to maintain in
contact with potential buyers. This helps in building businesses, establishing sense of trust and
increases familiarity, and encourage repeats with referral of business.
9

Businesses can receive feedback from their customers suing marketing communication
tools such as questionnaires, surveys and focus groups. Obtaining the opinions of customers,
makes them feel invested in the company because it shows that their opinion is important. The
reviews, feedbacks and many other kind of inputs received by the consumers may help them to
improve in their services, differentiating product from other and better serve to the buyers
according to their needs.
Marketing communication tools helps to educate and aware the target audience regard to
the products and services of the company. For example, website-based product demo or
instructional videos are the types of marketing communication tools which are designed to
motivate to change their purchase decision of the consumers and get familiarize with products.
This also helps establish the business as leading and authority by marketing communication
vehicles. For example, dedicating web-page to collect relevant information by analysing the
feedbacks and asking questionnaires about the business or sector.
Effective marketing communication is very important in order to attain higher levels of
customer satisfaction by improving in customer services. Use of email, early sales
advertisements and direct-mails for distributing discount vouchers (Wang, Pauleen and Zhang,
2016). Interactive blogs helps to increase more answers to customer's questions, providing
information and keeping consumers surprised with happenings in the company.
Cost Effectiveness
The main objective of marketing communication is to enhance the sales of the company’s
products and services. When businesses stay communicated with buyers, treating them as
valuable assets and inviting reviews and feedbacks from them, this develops foundation for
profitable and long term relationships. This leads to repeat products by the consumers, increase
business and referrals from satisfied customers.
ROI (RETURN ON INVESTMENT)
Traditional Tools
Such as Advertising, Direct marketing, Public Relation, Direct Sales are defined as to
be expensive, mainly when businesses advertise in large market. TV advertisement for example
can be costs up to thousands to millions, according to the reach (Keogh, Gordon and Marinovic,
2018). When putting an advertisement in a newspaper, it is possible to know how many
10

customers bought the newspaper, but it is not possible to know how much people actually read it.
This is the similar in case of other marketing tools such as billboards.
Targeted marketing
If businesses only want to target audience, its easier. Like Facebook advertising allows
you to send messages to specific group and broad range of people. If they want top cover the
large part of market then instead of sending particular group of customers, send it to all, also this
helps to create multiple messages according to the target groups as well. With a billboard or TV
ad, companies conveys their messages to audience (Porcu and et.al., 2017). However, with
digital marketing use, it helps to develop two-way communication. This helps in building better
relationship with customers, receiving feedback instantly helps to improve in the products..
Relevant legislation
Facebook Page of ‘WORK’ business will follow the rules and regulations related to laws
of the country: Privacy legislation in Australia.
Intellectual property in Australia: Patents, Trademarks and copyright.
11

REFERENCES
Books and Journal
Falahat, M., and et.al., 2020. SMEs internationalization: The role of product innovation, market
intelligence, pricing and marketing communication capabilities as drivers of SMEs’
international performance. Technological Forecasting and Social Change. 152. p.119908.
Hänninen, N. and Karjaluoto, H., 2017. The effect of marketing communication on business
relationship loyalty. Marketing Intelligence & Planning.
Keogh, K., Gordon, C. and Marinovic, P., 2018. Cyber security: Global developments in cyber
security law: is Australia keeping pace?. LSJ: Law Society of NSW Journal, (42). p.82.
Martin, S. L., Javalgi, R. R. G. and Ciravegna, L., 2020. Marketing capabilities and international
new venture performance: The mediation role of marketing communication and the
moderation effect of technological turbulence. Journal of Business Research. 107. pp.25-
37.
Mikolic-Torreira, I., and et.al., 2017. Exploring Cyber Security Policy Options in Australia.
RAND.
Nozdrachova, P. and Chumachenko, T., 2016. ANALYSIS OF THE MARKETING
COMMUNICATIONS OF THE COMPANIES (DANCE SCHOOLS) AT THE MARKET
OF DANCE SERVICES IN DNIPRO CITY.
Oleinik, O. and Yevseytseva, E., 2016. MOBILE ADVERTISING IS AN EFFECTIVE TOOL
OF MOBILE MARKETING.
Porcu, L., and et.al., 2017. Do adhocracy and market cultures facilitate firm-wide integrated
marketing communication (IMC)?. International Journal of Advertising. 36(1). pp.121-
141.
Porcu, L., and et.al., 2019. Analyzing the influence of firm-wide integrated marketing
communication on market performance in the hospitality industry. International Journal of
Hospitality Management. 80. pp.13-24.
Wang, W. Y., Pauleen, D. J. and Zhang, T., 2016. How social media applications affect B2B
communication and improve business performance in SMEs. Industrial Marketing
Management. 54. pp.4-14.
12