BSBMKG417/BSBMGT417: Traditional & Convergent Marketing Approaches

This assignment provides a detailed analysis of traditional and convergent marketing communication approaches, highlighting their characteristics, differences, and impact on siloed industries. It discusses the empowered role of customers in convergent marketing, the role of traditional siloed sectors in meeting client requirements, and the effects of convergence on these sectors, including regulatory adjustments and the development of organizational capabilities. The assignment also touches on current key technologies impacting convergent solutions, potential integration points, and relevant regulations, concluding with a discussion on the cost-effectiveness of convergent tools and examples of both divergent and convergent marketing strategies. Desklib offers similar solved assignments and study resources for students.

Running head: MANAGEMENT
Management
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Table of Contents
Assessment 1..............................................................................................................................2
Characteristics and difference between traditional and convergent approaches to marketing
communication.......................................................................................................................2
Customers take a central and empowered role within convergent marketing........................3
Role of the traditional siloed sectors to client requirements..................................................5
Impact of convergence on the traditional siloed industry......................................................7
Current key technologies and distributed services that impact on convergent solutions.......9
Potential points of integration..............................................................................................10
Types of experts and business networks appropriate to a convergent marketing solution. .12
Relevant Acts, regulations or mandatory codes of practice impacting the field of marketing
communication.....................................................................................................................13
Assessment 2............................................................................................................................15
Cost effectiveness of convergent tools.................................................................................15
Proposing a suite of convergent tools...................................................................................17
Reference to pieces of legislation, regulations and codes with organisational policies.......18
Other organisational requirement.........................................................................................19
Examples of divergent and convergent tools........................................................................20
Reference..................................................................................................................................22

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Assessment 1
Characteristics and difference between traditional and convergent approaches to
marketing communication
Traditional marketing communications are considered as old school promotional
techniques that organisations implied in order to gain attraction in the business. On the other
hand, Birgili (2015) pointed out that the convergent approach to marketing communication
involves the application of two or more combined technologies in one device. Two
characteristics that can be associated with the different forms of marketing include:
Traditional approach to market communication
One of the characteristic that define the traditional approach to marketing
communication is the ability of it to reach a large mass of people. According to Hatchuel, Le
Masson and Weil (2017) the use of traditional approach to marketing is usually done by using
television or print media. This helps in reaching various people all across the world with
similar interest.
Another characteristic that defines the traditional approach to marketing
communication is the fact that organisations using the approach need to have a strong
financial position. Paulus et al. (2016) is of the opinion that the finances of the organisations
required for maintaining the television channels as well as the print media can dictate the
competitive advantage that an organisation can possess. Therefore, it can be said that these
two characteristics define the existence and application of traditional approach to marketing
and differentiate it from the convergent approach to marketing.
Convergent approach to market communication

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Convergent approach to market communication can be characterised by the manner in
which it can change the way it markets products. The objective is to prove that traditional
approach is not the only source of promotion and that the use of more than one promotional
platform can help in the development of the products and services of the organisations
(Runco 2017). Hence, it can be said that convergent approach is the most modern form of
approaching the market to gain the attention of the customers.
Another characteristic of the convergent market communication is the fact that it
focuses on the customers itself. Paulus et al. (2015) is of the opinion that convergent
marketing aims to maintain customers at the centre and work towards the development of the
target market with the use of technology. Hence, convergent approach to marketing can
include a link with the traditional marketing approach so that approach that is more effective
can be gained in addressing the target market. In this regard, Kaufman (2016) stated that
differences between the two approaches could be pointed out to understand the effectiveness
of the market.
The difference between the two approaches is that unlike the convergent approach,
the traditional approach does not address a particular type of customers. As stated earlier in
the analysis, the convergent approach is more customers centric and thus targets the
customers based on the specific products or services it provides. In the traditional approach,
such specification of customers cannot be made available as various people witness the as the
newspapers and television advertisements across the world (Im, Hokanson and Johnson
2015).
Customers take a central and empowered role within convergent marketing
Convergence marketing allows marketers to use the internet in a way that allows the
application of integrated, interactive and consistent messages to be sent from various media

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sources. In this regard, the application and use of convergent marketing can be associated
with the empowered role of the customers. As stated by Rawlinson (2017) the desire of the
customers to purchase products convinces them to interact with the organisations. The fact
that customers are empowered does not need special mention as the manner in which they
interact with the organisations signify the fact that they remain well informed about the
products or services (Montag-Smit and Maertz Jr 2017).
The change in the buying behaviour of the customers and the method obtained to
generate information has an impact on the business. It has been seen that customers tend to
take the roles that they are mostly comfortable with since it is important for them to
understand the type of products that they are willing to purchase. Hence, in the case of the
application of convergent marketing, organisations tend to generate information needed for
attracting the customers. Seeber et al. (2017) stated that the fact that customers are more
empowered in the purchase factor provides organisations to indulge in a cross channel
approach that involves the application of both traditional as well as convergent styles of
marketing approach.
Figure: Development of the empowerment of the customers
(Source: Beaty et al. 2016)

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The figure shows the development stages that have spurred the empowerment of the
customers. The central stage taken by the customers sheds light to the fact that the
preferences of the customers are to interact with the organisations before making any type of
purchases. As seen from the figure, the current stage of the customers is based on the
interaction via social media like Facebook. However, as pointed out by Toynbee (2016) it is
necessary to understand the difference between the needs of the customers as well as
empowerment of the customers. The needs of the customers can be attributed to the fact that
the customers tend to purchase products that fulfil the basic need. On the other hand,
customer empowerment denotes the information that the customers possess so that they can
purchase the correct brand of products (Wokke, Ridderinkhof and Padding 2018).
Therefore, it can be said that customer empowerment can be considered as one of the
strategic moves that are adopted by every customer so that they can remain educated in the
business market. According to Colzato et al. (2107), without proper knowledge it can be
difficult for the customers to continue with the perfect purchase of the products. It needs to be
taken into account that every customer can maintain the traditional sources that provide
information about the type of purchase that they intend to make. In this regard, Goldschmidt
(2016) stated that the duty of the marketers is to use the convergent form of marketing to
enhance the involvement of the customers so that new business ideas can be used effectively.
Role of the traditional siloed sectors to client requirements
Siloed marketing can be considered as a method that reduces the efficiency of a
company to establish communication. According to Brodin (2016), the volume of the markets
leaves every channel to compete in trying to gain the attention of the customers. Hence, the
impact of every message is diluted, as various messages that are received by the organisations
are not interpreted in a correct manner. At the same time, departments within an organisation
that work in an independent manner often refuses to share data. Hence, as stated by Chen et

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al. (2015) the challenge of the siloed sectors is to identify and specify the barriers that need to
be mitigated for continuing with the marketing efforts. In this regard, the role of the siloed
sectors needs to be taken into account.
Create a brand vision: The previous research has shown that establishment of a brand
vision is one of the important aspects that are undertaken by the application of convergent
approach to marketing. It has also been seen by Chiu et al. (2018)that the empowerment of
the customers are high and it is important that organisations consider this as a challenge for
the development of its brand. Therefore, the role of the soiled sectors can be considered as a
manner required for the development of brand vision (Cortes et al. 2019). Every company
need to develop its brand image so that it can fulfil the needs of the customers and continue
with the promotion of the company using convergent marketing approach.
Create collaboration: One of the negative impacts of the soiled sector is the fact that
it prevents proper communication between the companies and the customers. However, as
stated by Costa and Lowery (2016) this role needs to change and instead collaboration needs
to be maintained between the two entities so that companies can indulge in continuous
improvement keeping the interest of the customers intact. Feedback from the customers can
help in the development of an improved performance, which in turn can bring about the
satisfaction of the customers. At the same time, long-term strategy can be made that can help
in the long process of an organisation (de Vries and Lubart 2017).
Establish a unified vision: A unified vision can help in maintaining the strength of an
organisation and ensure that every employee work towards attaining similar goals. Edwards-
Schachter et al. (2015) is of the opinion that productivity, morale and resources of an
organisation need to be unified so that better performance can be provided. It is essential for
organisations to eliminate the concept of single working concept and implement the

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development of a team concept so that vision of the company can be kept in focus. The
manner by which such a concept can be achieved is by ensuring that every department of the
organisations maintain collaboration with one another as well as with the customers (Gaither
et al. 2015).
An example can be provided that can help in understanding the impact of the role of
the siloed markets. The example can be provided of Toyota, one of the most reputed
companies that manufacture cars. The company is known to design exquisite cars by
considering the concept of lean principle. Therefore, the role of siloed marketing in the form
of ensuring collaboration with the customers can be taken into account (Hass, Katz-
Buonincontro and Reiter-Palmon 2018). The collaboration can help in the development of a
unified vision with the aim of enhancing the brand quality of Toyota. Hence, it can be said
that the role of the siloed marketing can be effective in the development of lean principle in
Toyota.
Impact of convergence on the traditional siloed industry
As established earlier, convergence is the application of one or more technologies in
the market. Therefore, it is important to identify the impact it can have on the traditional
siloed industry given the fact that this type of marketing can have a greater impact on the
development of promotional activities in an organisation. According to Khalili (2016), the
impact of convergence marketing can be traced back to the importance and urgency that
exists within an industry with the aim of developing market growth for gaining a competitive
advantage. Some of the impact that the convergence marketing can have includes:
Regulatory adjustment: Regulatory refers to the capital deductions that are made
based on common equity tier of capital 1. Levine et al. (2016) is of the opinion that goodwill
can be associated with the deferred tax liabilities with the valuation of significant investment.

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The application of convergence marketing can help in making proper adjustments to the
regulatory considerations so that intangible assets and deferred taxes can be minimised from
the operating loss of an organisation. Any gain on sale can be connected with the security of
exposure in the organisations (Madore, Jing and Schacter 2016). At the same time, funding
based on pension can be adjusted which in turn can help in the development of the abilities of
an organisation.
Development of infrastructure: The development of infrastructure can be considered
as one of the most important aspects for the success of an organisation. Main et al. (2018)
stated that infrastructure usually refers to the organisational structure that is adopted so that
employees can be retained. For traditional siloed markets infrastructure based on the support
from the stakeholders is important along with the organisational structure. It is necessary for
such companies to continue with the development of the infrastructure that can be associated
for improvement.
Investment reform policy: Convergence marketing can help in the development of a
reformed investment policy by focusing on the areas in which investment can be provided. It
is necessary for the siloed markets to continue with the development of the sustainable
environment that can help in the boosting the opportunities of success. Malinowski and
Howkins (2018) is of the opinion that interactive expert meetings can be taken into account
for the development of the investment reform policy so that breach of law or rules does not
take place.
Human resource development: Human resources of an organisation provide it with
the required development of resources necessary for the improvement of performance of an
organisation. As observed by McPeck (2016) the human resource an organisation provides
opportunities for the development of strategies as well as provides significant opportunities

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for improvement in the local market. In the case of the siloed markets, the emergence of
convergence marketing can help in the development of the human resources within the
organisations and ensure that interaction with between the employees and employers are
maintained in a proper manner (Michinov et al. 2015).
Support for business: Financial support for small business organisations can be
provided by the effective use of convergence marketing. One of the effective manners in
which support can be provided to the siloed markets is by proper promotion of the
organisations. Rosaldo, Lavie and Narayan (2018) stated that the effective manner in which
promotion of the small siloed business can be made has an adverse effect on the support of
the businesses. Hence, it can be said that convergence marketing can provide excessive
support for the development of siloed markets in the competitive business environment.
Current key technologies and distributed services that impact on convergent solutions
In order to ensure the effective implementation of convergent solutions, it is necessary
that key technologies as well as distribute services be used so that its impact can be
understood in the market. As established previously, convergent marketing approach takes
into account the use of more than technology for the development and promotional products
and services. However, Shi (2015) is of the opinion that it is the use of the software that
needs to be considered in order to implement the approach in an effective manner. In this
regard, it can be said that an analysis of the technologies and distributed services can be taken
into account for understanding the impact of the convergent solutions.
According to Wechsler et al. (2018), the technologies that can be used for ensuring
the efficient use of the convergent marketing are that of the computers and smart phones.
Although it has been stated the mobile phones are not the only source of technology that can
be used, in the modern world, people use mobile phones for conducting all types of activities

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including the primary purpose of the device (Sierra‐Siegert et al. 2016). Therefore, for
companies to succeed in the convergent market the use and applications of mobile phones for
the effective promotion can be taken into consideration. Hence, it can be said that such
portable technology like a mobile is necessary for the development of convergent approach
towards marketing.
At the same time, technologies that provide opportunities for evolving can be used for
convergent marketing. According to Sowden, Pringle and Gabora (2015), technologies such
as Smart TV can be taken into account as these are considered as the new form devices that
can help in reaching the customers. Hence, in this regard, it can be said that for the success of
an organisation the use of modern technology can help it to gain competitive advantage.
Along with the technologies, convergent marketing also need to take into account the
distribution services that it needs to adopt (Taylor and Littleton 2016). The distribution
services need to be different from the traditional approach so that uniformity can be
maintained between the two approaches.
Some of the distribution services that can be used while implementing convergent
approach to marketing can be the digital media such as Facebook (Unsworth and Luksyte
2015). In the modern world, the use of social media is the best form of gaining the interest of
the customers as well as providing them with the power of knowledge empowerment. Hence,
it can be said that for gaining success as a convergent marketing planner technologies and
distribution channels need to be used effectively.
Potential points of integration
The application of the convergent marketing technique can be associated with making
integrating it with the real business world. According to Chen et al. (2015), the manner in
which convergent marketing have emerged in the business world provides for an

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understanding of the dominance it is set to gain in the future. As stated by Brodin (2016) the
fact that modern technologies are used for ensuring market emergence can be specified to its
integration of understanding the concept. In this regard, it can be said that potential points
that may lead to the development of the market can be taken into account and possible
differences with traditional markets can be considered.
An example can be provided in order to understand the application of convergent
marketing and its impact on the business. As stated by Paulus et al. (2016) the point of
integration can be associated with the marketing campaign that is undertaken by various
companies. For example, in the case of Volkswagen, the company had managed to integrate
the concept of convergent marketing in its campaign by launching a promotional farewell to
its car Volkswagen Kombi. In it the managers of the organisation insisted people to talk about
memories they have with the vehicle in the official website. Such a promotional campaign
brought about great responses from people and Volkswagen used the responses to identify the
crisis it has on the manufacturing of the vehicles.
Therefore, it can be said that for a company like Volkswagen, the effective
application of the convergent marketing can be associated with the fact that it had been able
to continue with meeting the requirements of the people (Wechsler et al. 2018). The
empowerment of the customers was understood with the application of the promotional
campaign and Volkswagen managed to deliver the best convergent marketing approach for
the benefit of the customers. According to Toynbee (2016), the marketing campaign can be
developed with the integration with the customers and the feedback can help the companies
to make possible changes in the future. In the case of Volkswagen, the company can continue
to develop with the effective application of the marketing campaign and ensure convergent
marketing be used for the development of its practises.