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
Name of Student
Name of University
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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.

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Types of experts and business networks appropriate to a convergent marketing solution
According to Gaither et al. (2015), xperts and business network that are appropriate to
a convergent marketing can be associated with the type of business that is required to be
undertaken. In this regard, examples can be considered that can help in understanding its
application in business environment. The impact hat experts and business networks have on
convergent market can be analysed.
Types of experts
Talented experts: Talented experts refer to high level of expertise and strong brand
position. Candidates specific to the requirements of organisations are taken into account for
the development of an organisation (Goldschmidt 2016). In this regard, an example can be
provided of Toyota, as the car manufacturing company is known to have specialised people
working in different departments so that enhancement of the quality of cars can be made. The
application of talented experts in the convergent marketing approach has provided Toyota
with an opportunity to continue its brand image and enhance its existing business campaign.
Hidden experts: Chiu et al. (2017) is of the opinion that the hidden experts are
candidates that posses the level of expertise but are associated with a lesser-known brand. In
this case, it is difficult for a business organisation to continue with the development of the
convergent marketing, as the brand association with the convergent marketing is one of the
biggest advantages that need to be taken into account. In this case, an example can be
provided of airlines such as Qantas that does not have a high regard in the application of
convergent marketing in its business.
Types of business networks

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Casual contact networks: These groups allow people from various professions to
provide opinion about a particular brand. In other words, as stated by Cortes et al. (2019) the
can be referred to as loyal target customers that can help organisations in providing feedback
about the type of products or services they provide. The best example of this can be the fact
that for retail companies such as Woolsworth, immediate customer feedback can help in the
growth of the company and ensure that these people can be kept in contact once it applies the
feedback that are provided. The application also helped Tesco in enhancing the goodwill of
the company.
Strong contact networks: These contact groups help in maintaining business referrals
with one another (Unsworth and Luksyte 2015). Examples of such a network can be the
distributors or suppliers that are used by organisations for enhancing its resources. For
example, retail companies such as Woolsworth can create a strong contact network with its
suppliers so that fresh produce can be supplied to the company. This can help in the
enhancing the technologies used for convergent marketing and provide Tesco with the need
to continue with its objective in the business.
Relevant Acts, regulations or mandatory codes of practice impacting the field of
marketing communication
In order to continue marketing in a legal manner, it is necessary that the companies
take into account relevant acts and regulations that can help it to maintain its practises
(Khalili 2016). Therefore, some of the relevant acts and regulations that need to be followed
by the business organisations include:
Fair Wage Act 2009: The act signifies the importance of the workplaces in Australia.
It provides the terms and conditions for employees so that a balanced framework for
productive workplace relations can be maintained. According to McPeck (2016), the

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application of the act in terms of marketing communication can be associated by seeking
example of Westpac in which the wages that the employees are supposed to earn are
communicated via email during the job interview. As stated by Shi (2015) this can help in
convergent marketing as the effective application of technology can be used for the hiring
talented candidates that can have a significant impact on the business.
Australian Consumer Law: The Australian Consumer Law helps in protecting the
interest of the customers. The application of the law can be used as an example in
Wesfarmers as the products sold by the company need to be promoted by meeting the rights
of the customers. Taylor and Littleton (2016) stated that it is also necessary that the company
does not use any irrelevant images while promotion of the products using the convergent
marketing. Hence, it can be said that the application of the act can help in mitigating the
misunderstanding level of the customers.
Sales of Goods Act 1954: The sales of goods act are applicable during the transfer of
goods or money. According to Toynbee (2016), in the case of marketing communication and
the application of convergent marketing, the sales of goods act can be applied while charging
money for a product sold. An example can be given about Wesfarmers in which the sales of
goods act can be applied during the marketing of goods and its promotion in the business.
Runco (2017) pointed out that the company need to ensure that the money taken from the
customers are worth spending by ensuring proper quality of the products and by maintaining
proper marketing campaign for the development of convergent marketing.

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Assessment 2
Cost effectiveness of convergent tools
The application of convergent tools can be determined by determining the budget and
the success it may provide while using it. Hence, companies need to identify an appropriate
financial calculation method that can help in the development and application of the
convergent tools. The application of cost benefit analysis can be used for the development of
the financial position of the companies. The cost benefit analysis helps in identifying the
profit or loss that a company can incur with the application of tools and techniques required
for business. In general, the analysis is based on the calculation of costs in two successive
years. An outline of the cost benefit analysis of Woolworths is provided so that determination
of the use of convergent tools can be made
ASSETS 2017 2018
Current assets:
Cash and cash equivalents 29,334 20,522
Marketable securities 6,647 10,464
Inventories 11,461 12,047
Accounts receivable, net and other 8,339 13,164
Total current assets 55,781 56,197
Property and equipment, net 19,114 38,866
Goodwill 3,784 13,350
Other assets 3,723 8,897
Total assets 82,402 117,310
LIABILITIES AND
STOCKHOLDERS’ EQUITY

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Current liabilities:
Accounts payable 25,309 24,616
Accrued expenses and other 10,739 18,170
Unearned revenue 4,768 5,097
Total current liabilities 40,816 47,883
Long-term debt 6,694 34,743
Other long-term liabilities 12,607 10,975
Stockholders’ equity:
Preferred stock, $0.01 par value:
Authorized shares — 500
Issued and outstanding shares — none
Common stock, $0.01 par value:
Authorized shares — 5,000
Issued shares — 500 and 507
Outstanding shares — 477 and 484 5 5
Treasury stock, at cost -1,837 -1,837
Additional paid-in capital 17,186 11,389
Accumulated other comprehensive loss -985 -484
Retained earnings 5,916 8,636
Total stockholders’ equity 20285 17709
Total liabilities and stockholders’
equity
80,402 111,310
Current ratio(current assets/current
liabilities)
1.366645 1.173632
Table: Cost benefit analysis of Woolworths

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(Source: Created by author)
Proposing a suite of convergent tools
Based on the above analysis, it can be said that the convergent tools and techniques
that are relevant for the use of marketing is the mobile phones. Chen et al. (2015) is of the
opinion that the reason behind the application of mobile phones is that it can be portable and
can be carried around in every area. Hence, target customers can be easily reached and it can
help in the development of a more customer centric approach to the business. It can also be
said that the manner in which the convergent tool such as mobile phones can be applied is
based on the continuous evolution of the device for suiting the requirement of the people
(Birgili 2015).
The evolution of mobile phones has been one of the biggest evolutions in technology
history and it is necessary that every business organisation use the technology for providing
services to the target market. Seeber et al. (2017) is of the opinion that the principle that helps
in the efficient communication of messages can be associated with the fact that every
business organisation can develop mobile applications or sent messages to the target
customers. However, as observed by Gaither et al. (2015) one of the challenges of the use of
mobile phones as a form of convergent tool is that it does not guarantee the viewership of the
customers. Customers may tend to ignore the messages sent and this can be a cause of
concern for the business.
On the other hand, rich business organisations with a steady flow of finances can help
in the development of both online and offline channels for convergent marketing. Hatchuel,
Le Masson and Weil (2017) stated that offline marketing strategy could be associated with
the traditional marketing approach mainly because it uses the assistance from the newspapers
and radio. However, a combination with the convergent tools and techniques can help in the

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development of the business and ensure that virtual and physical manner of maintaining
communication can be merged. At the same time, awareness of the tech savvy customers is
also required for the use of convergence marketing to stay profitable in the business market
(Im, Hokanson and Johnson 2015).
Reference to pieces of legislation, regulations and codes with organisational policies
As observed by Kaufman (2016) compiling with the legislation and regulations is
necessary for the development of organisational policies. In this regard, it can be said that
codes regarding the application of the convergent tools need to be maintained by the
organisations so that it can continue with the development of the policies and ensure success
in business. Hence, one of the important legislations that need to be maintained by the
organisations includes the rules associated with the Australian Consumer Law. According to
Hass, Katz-Buonincontro and Reiter-Palmon (2018), the importance of the law is that it
protects the interest of the customers and prevents any form of miscommunication with the
customers.
The reason behind the identification of this particular act for the use of mobile phones
as a means of convergent marketing tool is the fact that it can prevent organisations from
providing any type of unrelated messages to the customers. As stated by Main et al. (2018)
miscommunication with the customers can lead to problems within a sector and it is
necessary that every organisation maintain the privacy of the customers. The application of
the Australian Consumer Law can ensure that the content of the promotional activities help in
the development of the company rather than cause limitation of it (Beaty et al. 2016). For
example, a company like Wesfarmers need to ensure that the use of mobile application can
help customers gain information about the type of products that it sells.

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The application of the Australian Consumer Law can ensure that business contracts
are maintained between other organisations as well as the customers in a relevant manner.
The customers can be sent a consent form and small business sectors can be developed with
the help of the application of the law. As stated by Levine et al. (2016) any trade activities or
breach of confidence can be associated with the development of the law and the application
of convergent marketing. It is to be ensured that the mobile messages do not contain
inappropriate messages that may breach the trust of the customers. Hence, a reputed company
like Wesfarmers can apply the Australian Consumer Law for the development of its business
campaign. (Wokke, Ridderinkhof and Padding 2018).
Other organisational requirement
The convergent marketing does not only apply to the process promoting a product or
service of an organisation. It also assists in other activities related to an organisation such as
identifying the target market or gaining budgetary concerns. Cortes et al. (2019) stated that it
is necessary for every organisation to ensure that the finances are kept in mind while trying to
continue with the development of strategies. Therefore, reputed organisations such as Toyota
need to ensure that target markets are developed so that the product designed can reach the
market. At the same time, Goldschmidt (2016) observed that less popular organisations such
as SMEs located in Australia need to use the convergent marketing tool in trying to mitigate
the financial position of the company.
In the case of identification of the target market, it is necessary that the application of
online media tools such as social media be adopted for the development of the market
(Rawlinson 2017). The manner in which the target market can be identified causes
organisations to gain success in the market. In the case of Toyota, the company can utilise the
social media platform such as Facebook in trying to identify the target market and the
requirement of the people. As pointed out by Unsworth and Luksyte (2015) this can help the

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company to apply the promotional strategy using the similar tool so that cost of promotion
can be reduced.
At the same time, in the case of budgetary concern, the organisations can use the
financial analysis technique so that it can determine the amount of money required for the
development of the convergent tools. According to Malinowski and Howkins (2018), for
small business organisations, such as NGOs working in Australia, the application of offline
convergent tools such as television can be used for marinating the budgetary concern
associated with the market. In this regard, it can be said that for gaining success the
calculation of profit and loss incurred by the organisations need to be taken into account.
Examples of divergent and convergent tools
The divergent media environment consists of tools and techniques that can help in the
development and evolution of market. According to Montag-Smit and Maertz Jr (2017), the
business market is at an ever-changing stage and it is necessary for marketers to understand
the evolving needs of the customers in terms of product choices as well as service choices.
Colzato et al. (2017) is of the opinion that the application of passive medium for the
development of the market and the business can be taken into account. In this regard, an
example of the use of divergent marketing tool in a divergent media environment can be
taken into account.
A combination of content marketing and media advertisement can be taken into
account for the development of the divergent media environment. de Vries and Lubart (2017)
stated that the use of television as a reliable source of divergent marketing tool can be taken
into consideration for the development of the activities within an organisation. The different
market segmentations can be prioritised by promoting advertisements in television. The
changes in the marketing segmentation can be analysed based on the responses of the people

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so that innovative methods can be implemented. However, as stated by Sowden, Pringle and
Gabora (2015) it is to be noted that marketing segmentation based on the preferences of the
customers need to be taken into account.
Customer centric marketing involves understanding the experience of the customers at
the time of sale or post sale. As stated by Costa and Lowery (2016) customer centric
approach can add value to a company by differentiating the different customers and the
competitors that exist in the business. Customers that do not have similar experiences can be
easily differentiated during the application of customer centric marketing. In this regard, it
can be said that customer centric environment need to gain the trust of the customers. For
this, development of official website, QR code and blogs can be taken into account for the
development of the customer centric marketing environment (Madore, Jing and Schacter
2016).

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