Marketing Communication Assignment: Roles, Impact, and Tools

This assignment delves into the multifaceted aspects of marketing within a convergent environment, examining the evolving roles of customers and the impact of digital convergence on traditional marketing practices. It analyzes the integration of traditional and digital marketing, exploring the influence of legislation and regulations on marketing activities. The assignment also investigates the process of engaging expert consultants, staying updated on industry trends, and ensuring unified messaging across various platforms. Furthermore, it touches upon different marketing techniques, including internet marketing, and highlights the key technologies and tools utilized in convergent solutions, providing a comprehensive overview of the modern marketing landscape. The assignment covers topics such as customer roles, the impact of convergence, marketing legislation, expert engagement, unified messaging, and marketing techniques, offering a detailed analysis of each area.

Instructions
Topic 1
Question 1
Activity: Role of the customer
Outline some of the roles which customers may play in the convergent environment.
Question 2
Activity: From traditional to convergent
As you will recall from Module 1 we discussed the marketing industry as being segmented
into particular areas:
The customers are the main stakeholders of the company who support
the marketing and sales of the companies making them to flourish in the
most adverse situation. The companies get the scope to create direct
line to communicate with the customers and the customer’s paly role to
decide what type of products the companies will be producing. Here data points are
collected through converging the traditional and online marketing process.

a. Outline what is the impact of convergence on the traditional marketing industry.
b. Review and identify the role of traditional siloed sectors of marketing, advertising
and public relations.
c. Identify the characteristics and points of difference between traditional and
convergent approaches to marketing communication.
d. List some of the potential points of integration.
e. How does this impact clients?
Question 3
Activity: Marketing legislation and the convergent environment
Click here to review legislation affecting marketing activities which were covered in Module
1.
a. Identify legislation which may affect marketing within the convergent environment.
The impact of convergence on the traditional marketing industry is deep ad far reaching.
Due to digital marketing, the traditional marketing process has lost its importance.
Through convergence, the traditional market gets data about the market more intractably
which they use to reach these customers where digital marketing cannot reach. In addition
to this, through convergence, the show rooming is increased that mandates the process of
convergence of traditional and digital marketing.
Convergent approaches to marketing communication is much better than any other type
of marketing approaches. As with time and incorporation of the technological strategies in
the process of marketing, the companies are trying to communicate their message to the
customers in different ways. From the traditional customers, they are using traditional
communication like advertisements in the TV commercials along with digital interfaces by
using internet.
This type of communication is reaching the customers more effectively because previously,
the companies used to reach the customers through traditional modes of communications
which only enabled them to limit their customer reach. On the other hand in the digital
marketing, the companies can only reach those customers who possess the devices
supporting digital communication. Through convergence, the clients get more choice of
products and services from which they can choose and they also get more information
about which they are paying for.
The regulations for convergent environment include the privacy laws like 1988 Privacy act,
do not call register act of 2006, process of having permit for bill posting as well as
brochure. In addition to this pricing regulation is important for convergent environment so
that the traditional and digital consumers get proper idea of price of the product or
service.

b. Identify a regulation which may affect marketing within the convergent
environment.
c. Review the policies and procedures for the Ethical Trading Group. What
organisational policies and procedures might need to be developed, modified or
monitored to reflect compliance with legislation and regulations?
Topic 2
Question 4
Activity: Engaging expert consultants
Research how to engage an industry or technology expert. Answer the following questions:
a. How would you identify an appropriate expert? Outline the process you would use.
b. What process would you use to engage an expert?
In order to engage an expert is to contact the expert and detailing the need of the
corporation. Then the expert must be signed up with the organization then the discussion
about payment will be started.
The process of identifying appropriate expert is checking successful performance, peer
respect and career, reliability and reflection. By checking the career and peer reputation,
the company will understand how efficient the expert is. This process will also help to
identify the performance of the expert in last few years and what percent he is successful.
Intellectual property includes the trade mark laws which are mend for the companies to
abide by effectively whole operating the market of Australia. This is essential for the
companies to prepare their branding and business names. While operating in the
traditional marketing stature, the companies are to consider these factors. Similarly, the
digital marketing mandates that the companies need to have perfect website address
which identifies their existence. In the case of convergent environment, both of these are
to be followed.
The ethical trading group ensures that the suppliers get better prices, local sustainability,
decent working conditions and fair terms of trade for the workers in this developing world.
The policies and procedures for the Ethical Trading Group internal audit and compliance
policy and procedures, risk management, anti- bribery, antimony laundering and counter
terrorism measures policy, whistle blower policy, conflicts of interest policy, privacy, and
fiancé authority policy.

c. What type of expert would you consider engaging in relation to marketing
communication convergence?
Question 5
Activity: Staying up to date
Outline three ways which you can establish and maintain expert and business networks to
stay up to date on marketing communication convergence.
Topic 3
Question 6
Activity: Unifying messages
a. Outline how you would ensure that messages are unified across a synchronised
offering.
b. Outline one way that you could confirm with customers that the message is unified.
Question 7
For ensuring that messages are unified across a synchronised offering there are some very
important ways. These include
 Defining brand’s focus and reforming them continuously
 Remaining consistent on different platforms
 Connective various platforms
 Participating and encouraging communication with customers
Three ways for establish and maintain expert and business networks to stay up to date on
marketing communication convergence are-
1. Putting the customer and their needs a the centre
2. Thinking the brand to be an experience unmatched
3. Acting like start-up to converge the traditional and digital marketing for the brand.
The internet marketer and communicator expert will be appropriate for marketing
communication convergence. Communicators will be helping in traditional marketing and
internet marketer will help in the digital marketing process of the company.

Activity: Marketing techniques
a. Click here to read about marketing techniques. Choose one technique and conduct
some further research. Share what you have learned.
b. identify the current key technologies and distributed services that impact on
convergent solutions
Internet marketing is a type of marketing which enables the companies to offer their
product and services to the customers. This type of marketing is promoted through
internet and the devices used by the customers. This gives the companies scope to get the
instant replay or response from the customers. The popularity of online marketing is
constantly increasing as the marketers providing more offers or discounts of the products
or service prices.
Convergent solutions as mixes the traditional as well as digital marketing. Therefore, the
technologies are competitive differentiation across the business, measurable efficiencies
with the organostions and more business innovations. These are effectively impacting on
the convergent solutions.

Question 8
Activity: Using and evaluating tools
Click here to read about marketing tools. Choose a tool from the article or research another
marketing tool you have heard about. Provide a link to the tool and discuss the following
questions:
Using the Ethical Trading Group (https://ethicaltrading.biz/) as your client, how could the
organisation use this tool?
a. How would this tool fit within an integrated marketing communication strategy?
b. How does this tool assist the brand to become more customer-centric?
c. How cost effective is this tool? Consider issues such as the overall product cost, its
ability to integrate with other tools and the time it takes to maintain the content on
the tool.
d. Identify three traditional tools used in marketing, advertising or public relations and
identify and evaluate their use in the integrated marketing communication
environment.
This tool can be used as the communication of the CSR policy in the company. As this tool
details how the company can promote ethical decision making, then it can becomes more
effective and easy that the companies get the chance to share their philosophy through
advertisements.
With positive reputation through more investment of the CSR policies and ethical decision
making, the companies can reach more customers. In this competitive business scenario,
the customers have become more aware about the ethical actions of the brands from
whom they will be purchasing things.
This tool is quite cost effective. This is due to fact that it offers organised way of marketing
which enables the companies to arrange actions or decisions to communicate with the
stakeholders. Through ethical decision making, the tool helps the companies to integrate
other tools used for marketing within a limited period of time.
There are different traditional tools used in marketing, advertising or public relations
which include sales promotion, personal seeling and PR or public relation marketing. In
integrated marketing communication environment, the traditional tools in marketing and
advertising help to promote the brands more effectively and increase customer reach.