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Task 1

1. Traditional marketing operates departments independently with their own policies, while convergent marketing centralizes policies and procedures across departments. Effectiveness is increased through convergence. 2. In convergent marketing, customers take a central role, empowered through social media to interact more and influence brands. Organizations adapt based on consumer preferences and recognition. 3. Sectors must identify their role in relation to client requirements to increase organizational success. For example, integrating marketing and IT in an ad campaign to increase sales.

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171 views2 pages

Task 1

1. Traditional marketing operates departments independently with their own policies, while convergent marketing centralizes policies and procedures across departments. Effectiveness is increased through convergence. 2. In convergent marketing, customers take a central role, empowered through social media to interact more and influence brands. Organizations adapt based on consumer preferences and recognition. 3. Sectors must identify their role in relation to client requirements to increase organizational success. For example, integrating marketing and IT in an ad campaign to increase sales.

Uploaded by

Marina Alves
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Task 1

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

Tradicional Convergent
Departments operation Independently Separated
Polices and Procedures Each sector has their own Universal
Effectiveness Reduced

2. How do customers take a central and empowered role within convergent marketing?
The organisation responds to the changing needs and habits of the consumer to
innovate and evolve. It is a move from standardisation to adaptation, based on
consumer preferences. Through social media, consumers now expect a much greater
level of interaction with organisational representatives. The consumer is also
responsible for brand recognition and this is where convergence really matters

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

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


In order to increase organisational success in terms of its number of clients and client
feedback, now it is vital that the roles of siloed sectors are identified in relation to client
requirements.

5. What are the current key technologies and distributed services that impact on
convergent solutions?
Social media, Television, Radio, Websites, Blogs, Smart phone apps

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.
Potential points of integration are the areas of different sectors
that have the potential to combine or work more closely together
to improve business operations.
In this m&ms ad is a marketing campaign to increase sales with
integration of MKT and IT

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.
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
organization has complied with the Act, regulation or code with respect to convergent
marketing activities.

b. Identify at least two relevant organizational policies or procedures.

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