Appendix 1: Short-answer questions 1. What are two characteristics and at least one point of difference between traditional and convergent approaches to marketing communication? 1.
TRADITIONAL APPROACHES: ● Mass marketing marketing - An attempt appeal to an entire market with one basic marketing strategy. This is the most traditional and also most common case of marketing. ●
Segment marketing marketing - The activity of separating a market for a product into subgroups based on existing relationships within them. This segmentation requires that the company has a greater knowledge of its customers
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Previously people used used to use newspapers, television, and telephone to get information about products. During that era, sellers were promote goods and items on television, radio, papers, magazine to make people aware about products details, price and features.
2.
CONVERGENT APPROACHES: ●
Identify and engage the use use of sector- and technology-specific experts where appropriate. Establish channels to empower and respond rapidly to customer perspectives. Establish and maintain expert and business networks relevant to marketing communication convergence.
2. How 2. How do customers take a central and empowered role within convergent marketing? ●
Effective customer engagement engagement requires three key capabilities: connected data, in- line analytics and intelligent orchestration. The RedPoint Convergent Marketing Platform combines all three capabilities and is designed specifically for Marketers. ●
Integrate data to create a single view of customer
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Leverage analytics in-line to drive engagement
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Intelligently orchestrate interactions to optimize engagement
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Integrate all your marketing technologies
3. What 3. What is the role of the traditional siloed sectors to client requirements? Give at least one example.
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Siloed sectors refers to departments operating entirely independently from one another, even in instances where they have the potential to interrelate, and where it might be more beneficial for them to do so. For example, if the marketing department has little to no communication with sales or logistics. Conversely, convergent industry is when the separate parts of a business embrace collaboration and work together to achieve business outcomes.
4. What is the impact of convergence on the traditional siloed industry? ●
Impact of legislation and regulation The impact of legislation and regulation regarding marketing communication and convergence will depend on the organisation’s intended uses of communication channels.
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Most legislation and regulations are in place to protect consumers from unwanted or inconvenient advertising (spam) and to ensure that the marketplace stays fair.
5. What are the current key technologies and distributed services that impact on convergent solutions? ●
Convergence in the realm of media, consumer electronics, computer technologies, and telecommunications has contributed to societal changes in terms of individual expectations and behavior leading to the re-appraisal of traditional market segments. Key innovations like the internet create a global platform that provides for new means in product and services configuration. This expands opportunities and threats in the business environment contributing to increased competition in a dynamic environment where traditional boundaries are shifting. In a world of converging technologies, increasing marketplace dynamics and rapid technological advances, new upcoming.
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. ●
Targeted marketing campaigns of the 21st century aren’t just mirrors of the same advertisement being repeated over different media platforms. Instead, each platform contributes to a larger brand story. To develop a successful integrated marketing campaign, a corporation needs to consider many aspects surrounding its brand, beginning with a strategic foundation of understanding of the product and market. Then, the marketing team should consider how to implement their integrated marketing campaign. Beginning with the messaging, design, customer service and product experience, they will consider how to best exemplify their brand across all modes of marketing.
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. ●
Network marketing is a type of business opportunity that is very popular with people looking for part-time, flexible businesses. Some of the best- known companies in America, including Avon, Mary Kay Cosmetics and Tupperware, fall under the network marketing umbrella.
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Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
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Personal selling - Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.
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Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service.
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Public relations - Building good relationships with the company’s various publics by obtaining favorable publicity, building up a good “corporate image”, and handling or heading off unfavorable rumors, stories, and events.
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Direct marketing - Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.
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. b. Identify at least two relevant organisational policies or procedures. ●
The code establishes comprehensive, industry-wide rules and guidelines for the sending of commercial electronic messages, and provides a framework for industry to handle complaints about spam. The code was registered on 16 March 2005. The ACMA can enforce compliance with the code rules on all members of the e-marketing industry, as defined by the Telecommunications Act 1997, and not just signatories to the code.
Under the Spam Act 2003, the definition of a commercial electronic message covers emails, mobile phone messaging (SMS, MMS and EMS) and instant messaging of a commercial nature. The Spam Act does not cover facsimile messages, internet pop-ups or voice-to-voice telemarketing. The Spam Act does not cover fax messages or telemarketing calls.
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:
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Code administration and compliance The Code Administration Body, made up of representatives from e-marketing industry associations, message service providers and corporate businesses, is responsible for ongoing code administration.
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Complaints-handling process the code allows for an industry-based complaints-handling process, with escalated complaints referred to nominated recognised industry bodies. The code also sets out safety net provisions whereby complaints can be referred to the ACMA.
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The ACMA monitors the e-marketing industry’s performance against the code rules and may require a company whose compliance appears to be inadequate to address any process problems or difficulties.
B.
Identify at least two relevant organisational policies or procedures:
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Most community service organisations will have in place policies and procedures that govern and regulate privacy and confidentiality of client information. This concept not only applies to what you can disclose about your clients or your organisations outside of work, but also what can be shared in network meetings. What information can be shared with other organisations, who shares it and how this information is given out should be clearly defined in any effective, professional service. It is often incorporated into a worker’s duty statement or job description.
All organisations should have written pol icy and procedures, and staff training in the following areas: ●
a confidentiality policy
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a clearly defined process for identifying and regularly updating a Community Resource Index so that all workers are aware of what other services are available to refer to (the index contains basis contact details and information about what each service provides)
