Professional Documents
Culture Documents
a convergent industry
Presentation 1
Purpose of this presentation
At the end of this session, you should know how to:
Branding
PR
Convergence
Sales
Touchpoints and the 5Cs
The 5Cs of convergence
are:
• Customerisation
• Community
• Channels
• Competitive value
• Choice tools
Unifying and timing the
message
‘Each product and target must be analyzed carefully to
determine the appropriate sales cycle and the price/risk
relationship. Only then can we determine what is the
best way to target individuals precisely where they are in
the sales cycle. This is a crucial part of convergence and
one of our most valuable strategic tools.’
Rosen, Richard; Jane C. Rosen (2009). Convergence marketing: combining brand and direct marketing for
unprecedented profits
Legislation, regulations and
policies
Some requirments for
marketers include:
Australian consumer law
The Australian Privacy
Principles (APPs)
Anti-spam regulations
Intellectual property law
The next steps
You should now:
complete the self-paced activities in Section 1 of your
Student Workbook
review Section 2.