BSBMKG417 Apply marketing communication across

a convergent industry
Presentation 2
Purpose of this presentation
At the end of this session, you should know how to:

 identify and evaluate tools and techniques

 create convergent tools and techniques:

 For a divergent media environment

 For a customer-centric environment

 review and evaluate relevant tools and techniques

Traditional and digital tools
Traditional tools Digital
 Advertising  E-commerce
 PR  Search engine optimization (SEO)
 Direct marketing  Search engine marketing (SEM)
 Sales  Mobile Marketing
 Email marketing
 Content marketing
 Social Media (Facebook, Twitter,
LinkedIn, Foursquare, Pinterest,
YouTube, Instagram)
A new kind of convergent
consumer
Customer journeys

Awareness Consideration Purchase Retention Advocacy

Evaluate the cost-effectiveness
of tools and techniques
Techniques include:
 Simple cost-benefit
analysis
 CPM
 Sainsbury method
 Expected value (and
differential accounting)
The next steps
You should now:
 complete the self-paced activities in Section 2 of your
Student Workbook
 review Section 3.