1.

What are two characteristics at least one point of difference between traditional and
convergent approaches to marketing communication?

- Characteristics

Traditional approaches

 Traditional marketing activities typically involve advertising, publicity, sales, merchandising and
distribution

 Typically more expensive

 Better at conveying subconscious message

 Worse metrics

Convergent approaches

 Typically less expensive (esp. Social marketing)

 Better at evoking immediate action from the audience

 Easier and faster to execute

 Better metrics

 Greater choice of communication medium (e.g. video, text, audio, interactive)

- Difference between traditional and convergent approaches

1. Cost – traditional approaches are more expensive than Convergent approaches

2. Time- Convergent approaches are faster than Traditional approaches.

2. How do customer take a central and empowered role within convergent marketing?

Consumers are increasingly empowered by new technologies, rich information resources and a
wide choice of brands and are demanding digital innovation from business as a result, a new
Forrester report claims, the ways in which customers are changing creates the demand for
business to innovate digitally or even set pace for how quickly companies are innovating

- Integrate date to create a single view of customer

 - Leverage analytics in-line to drive engagement

- Intelligently orchestrate interaction to optimize engagement

- Integrate all your marketing technologies

3. What is the role of the traditional siloed sectors to client requirements? Give at least one
example

Siloed sector refers to departments or sectors that

- Work independently

- Often with separate systems of communication

- Work practices and objectives

Silo marketing can reduce the efficiency and integrity of a company’s communications.

Sheer volume leaves each channel competing for consumers’ attention. As a result, the impact of
each message is diluted or silenced in the sea of other messages. In addition, departments and
agencies working independently often resist sharing data. Silo marketing can lead to lost resource
as separate teams perform the same tasks, such as developing similar ideas or conflicting
campaigns.

For example, the marketing department may have envisioned the branding of the campaign, but
IT has the skills to convert this into a social media drive or convey marketing objectives on the
organization’s website. Conversely, convergent industry is when the separate parts of a business
embrace collaboration and work together to achieve business outcome.

4. What is the impact of convergence on the traditional siloed industry?

Marketing and communications have long stood in separate silos with different goals, strategies
and programming tracks. The impact of legislation and regulation regarding marketing
communication and convergence will depend on the organisation’s intended uses of
communication channels. Most legislation and regulations are in place to protect consumers from
unwanted or inconvenient advertising(spam) and ensure that the marketplace stays fair.

5. What are the current key technologies and distributed services that impact on convergent
solutions?

In the realm of media, consumer electronics, computer technologies, and telecommunications,

convergence has contributed to social changes in terms of individual expectations and behavior
leading to the re appraisal of traditional market segments.
This expends opportunities and threats in the business traditional boundaries are shifting. In a
world of converging technologies, increasing marketplace dynamics and rapid technological
advances, new upcoming.

Apple is the master of consumer driven technology convergence. They were the first to release a
cell phone with a multi-touch interface that combined multiple technologies and functions to
eliminate the need to carry many separate single-function devices. It set the wave in motion for
many to follow and further innovate. This, however, is just one well-known example of converging
technologies with capabilities that impact so many on personal and professional levels.

For oranizations the convergence of technologies is, and has the potential for so much more.
Imagine a future where devices and machines communicate with each other without human and
can perform synergistically to accomplish tasks that would otherwise be extremely complicated,
cumbersome and time consuming, well, the future is here and these things are possible.

6. What potential points of integration? Refer to at least 0ne(real or simulated business case
study, marketing campaign or marketing plan to illustrate points of integration.

Targeted marketing campaigns of the 21 st century are not just mirrors of the same advertisement
being repeated over different media platforms. Instead, each platform contributes to larger brand
story. To develop a successful integrated marketing campaign, a corporation needs to consider
how to implement their integrated marketing campaign. Beginning with the message, design,
customer service and product experience, they will consider how to best exemplify their brand
across all modes of marketing

7. What are two type of experts and business network 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 business model that depends on person-to-person sales by independent

representatives, often working from home.

There are many reputable network marketing operations, but some have been denounced as
pyramid schemes. The letter may focus less on sales to consumers than on recruitment sale
people who may be required to pay upfront for expensive starter kits.

- Advertising – Any paid form of nonperson presentation and promotion of ideas, goods,
or services by an identified sponsor

- Personal selling – Personal presentation by the firm’s sale force for the purpose of
 marking sales and building customer relationships.

- Sales promotion – Short-term incentives to encourage the purchase or sale of a product

or service.

- 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.

Direct marketing – Direct communications with carefully targeted individual consumers to obtain
an immediate response and cultivate lasting customer relationships

- Direct marketing mail is posted mail that advertises your business and its products and
services. There are several different types of direct mail (e.g. catalogues, postcards
envelope mailers.). direct mail campaigns are usually sent to all postal customers in an
area or to all customers on a marketing list. Learn more about direct mail.

- Telemarketing is a simple, cost-effective and measurable way of reaching your customers.

It can include newsletters, promotional emails to generate new leads or offers for existing
customers, or ads that can appear in other business’s emails. Learn more about email
marketing.

- Text messaging allows business to reach individual customers and send messages to
large groups of people at a low cost. You could use short message service (SMS)
messaging to send customers sales alerts, links to website updates, appointment or
delivery reminders, or personalized messaging. Find out about text(SMS) marketing.

8. What are at least three relevant Acts, regulations or mandatory codes of practice
impacting the field of marketing communication?

The code establishes comprehensive, industry-wide rules and guidelines for the sending of
commercial electronic message, 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 rule on all members of the e-marketing industry, as defined by the Telecommunications
Act1997, 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 commercial nature. The
spam ACT does not cover facsimile message, internet pop-ups or voice-to-voice telemarketing.
The spam ACT does not cover fax message or telemarketing calls.

A . For each of the three, give at least one example of how a real simulated case study
organization has complied with the ACT, regulation or code with respect to convergent
marketing activities.
Code administration and compliance The Code Administration Body, made up of representatives
from e-marketing industry association, message service providers and corporate business, is
responsible for ongoing code administration.

Complaints-handling process the code allows for an industry-based complaints-handling process,

with escalated complaints referred to nominated recognized industry bodies. The code also
sets out safety net provisions whereby complaints can be referred to the ACMA.

The ACMA monitors the e-marketing industry’s performance against 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 organizational policies or procedures.

Most community service organization will have in place and procedure that govern and regulate
privacy and confidentiality of client information

What information can be share with other organizations, who share it and how 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 organizations should have written policy and procedures, and staff training in the following
areas:

- A confidentiality policy

- 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)