Reference no: EM133026442

BSBMKG417 Apply marketing communication across a convergent industry

Assessment Task Instruction

Assessment Task A: Article- Convergence is the future of marketing

Television, telephones, computers, and games have come a long way since the early days of the 21st century. As technology advanced, each type of media has evolved to become more portable and interactive. And we as consumers have loved every minute of it.

Interestingly, these different types of media and platforms have also quickly merged together. For instance, mobile phones are not just communication handsets - they're also computers, HD televisions, and gaming devices, all rolled into one. It's a logical progression, feeding our insatiable appetite for technology and for progress.

And as technology has advanced, so have the worlds of advertising, marketing, branding, PR, public affairs, content, publishing and business strategy. It's all melting together. The lines have blurred. Brands and marketers are now looking for ideas that are deeply connected to culture, which can align with societal changes and help shape them. As a result, companies are now starting to converge to offer a new model and to enjoy the same benefits. It's a natural result of the media convergence we've seen happening for decades.

Coupled with the global economic crisis, convergence is key for firms wishing to remain profitable and successful when everyone is spending less and cutting costs and looking for greater, lasting impact. Convergence is also about excellence and creating lasting quality while forging ahead with a better model. If you are a little philosophical, you would say we must evolve. It's part reality, part dream...but in the end the result is something smarter and better.

Fragmentation is the new norm. Systems of the past aren't the systems of the future. While the new thing is social media, you can't breakout and beat your competition simply by focusing on Facebook and Twitter. Social is certainly one important part. The edge, however, is the complete opposite of the traditional advertising industry. It may seem complicated-strange even, but it is really not. It is a new approach based on a new model for marketing in revolutionary times, something which I call "Movement Marketing".

So which firms are examples of this new convergence? Well, you could point to Nokia teaming up with Microsoft to form a strategic alliance for the smartphone world. That made complete sense when you consider how computer technology is now completely intertwined with mobile communications. Lumia has received great reviews, and I love the interface. Andrew Knight of Nokia recently told me that the Lumia has been a great success, surpassing expectations.

An early leaper in the world of convergence is of course AOL Time Warner, which recently added Huff Post (a revolutionary new model of journalism). There are a lot of examples. And it's not just the convergence of media and platforms that encourages business to come together.

My own advertising agency Strawberry Frog recently joined forces with the global stakeholder engagement and business strategy firm APCO Worldwide to leap ahead to what's next. We're a meeting of minds and see APCO as a strong cultural and strategic fit with our own team. By coming together, we hope to fulfill our ambition to be deeply active on the global stage in a new and original way. And of course, we hope to further power our philosophy of cultural movements as we move forward.

And we're not alone. Businesses throughout the world are discovering that ‘convergence' is fast- becoming a key business model - one that will help them to stay lean, focused and as profitable as possible without compromising on quality. You only have to look at the technology we use today to see why it makes complete sense to converge.

Questions

1. What does ‘Convergence' mean?

2. What are the differences between siloed sectors and convergent industry?

3. How is the role of traditional siloed sectors changing to meet client requirements? Discuss the impact of convergence on the traditional siloed industry.

4. Research and list traditional siloed sectors that have moved toward convergence such as Mobile (Nokia) and Software (Windows 7) as these examples are given in the article.
a) What are benefits of convergence? (100-150words)
b) What could be the potential impact of integration? (100-150words)

5. Reflect on how you research and make purchasing decisions when you bought ‘shopping goods' this year.
a) What did you buy?
b) How did you research the product and where did you buy the product?
6. Consider how customer's needs and wants have changed over 10 years and how Convergence has become a new approach as a result.
a) Discuss the changes in both customer's needs and consumer behavior.
b) What are the roles of the customer within the convergent environment?
c) What are the trends of convergence in marketing? What is coming together? Provide examples.

7. What is ‘Integrated Marketing Communication'? Explain by discussing differences between integrated marketing communication and convergence.

8. How advertising and PR are used to be unified across an integrated offering in most organizations across all industry sectors to connect with audiences, promoting brands, products and messages.
a) What is advertising?(100-150words)
b) What is Public Relations (PR) and what are the roles of the PR officer in convergence industry?(100-150words)
c) Research and find an example of an organization mentioned above statement and explain how they integrate these together.(100-150words)

9. With convergence, several marketing disciplines such as direct marketing, sales, digital marketing, and research and analytics are emerging. Thus, it is important to understand how they may work together in the customer's experience to help them choose products and services
a) What is direct marketing? Define it and provide a few examples of direct marketing.
b) What are sales? Explain by discussing difference between ‘marketing' and ‘sales'.
c) What is market research?
d) What is market analytics?

e) Identify the organization that emerge direct marketing, sales, market research and market analytics all together or two disciplines together. Explain how they emerge them by completing the table below.

10. With convergence and arise of new technologies tools, digital marketing, emerging social media marketing and content marketing are playing key role of success on business.
a) What kind of tools and techniques can be taken into consideration from traditional sectors to integrated marketing communication environment in context of digital marketing? (100-150words)
b) How social media marketing can be suitable for use within a divergent media environment? (150- 200words)
c) What is content marketing? Don you consider this is a cost effective and fit-for-purpose approach in modern marketing arena? (100-150words)
d) Research and identify one statistic in Australia about trends on digital marketing, social media marketing, or/and content marketing. Summaries the trends and attach the statistics (graph, table, or diagram) with reference to this assessment upon your submission. (300-400words)
e) Research and find organization emerge these three disciplines. Describe what company does for each activity and how they put together. (200-300words)
f) To meet customer requirements what sort of processes you would go through in cross sector and media divergent marketing communications? (100-150words)

11. Research and find the advertisement that contains strong branding messages. The advertisement can be online or offline. Once you find the advertisement, check their call to action.
a) What's their brand message? (100-150words)
b) Where does the call to action lead you? For example, the advertisement asks you to find more information elsewhere? (100-150words)

12. What does unified message mean in convergence environment?

13. What are some key considerations for ensuring that messages can be unified across an integrated offering?

14. Which legislation, regulations, or policies that may impact on marketing within the convergent environment? List three and briefly explain about each.

15. What relevant workplace documentation and resources will be used to establish effective communications? (explain in between 300-500words.)