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Traditional and convergent approaches to marketing communication

Identify the characteristics and points of difference between traditional and convergent approaches to marketing communication.

Traditional approaches to marketing communication are a closed system; whereas convergent approaches signify open system. Convergent marketing communication has managed to bring the concept of marketing in the one-to-one equation while traditional approaches involve mass marketing.
Convergent approaches are transparent and revolve around customers; whereas traditional approaches are opaque in nature and are about the marketers respectively. Convergent approaches contain authentic content and have a basis in community decision-making whereas traditional approaches are about polished content and rely on economic decision-making.

Explain how customers take a central and empowered role within convergent marketing.

Customers play a central as well as empowered role within the environment of convergent marketing. This sort of environment involves different types of media converging into a singular device which makes the process of marketing quite easy and convenient. Customers are central to convergence marketing in terms of being engaged directly through a variety of mediums with the brands as well as marketers.
Close proximity interaction with customers helps the marketers in coming up with new innovative ideas which are in a way the characteristic feature of the convergent marketing procedure. Convergence is being used as a prominent business model which in turn helps the companies in exerting their influence over the customers and customers engage in the process even more.

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List the impact of convergence on the traditional siloed industry.

In the majority of cases, the impact of convergence has been significant when it comes to the traditional siloed industry. Competitive differentiation across the business becomes even more evident due to convergence on the technological front.
Moreover, measurable efficiencies within business organizations can be observed on account of the convergence impact. The traditional siloed industry experiences more number of business innovation which is one of the major effects of convergence, especially in the contemporary tech-savvy world of business.

Identify the current key technologies and distributed services that impact on convergent solutions

As far as convergent solutions are concerned, they are largely inclusive of both fixed-line and mobile technologies. Several recent instances of new convergent services can be mentioned as – video on demand, integrated products and bundles, internet usage for voice and video telephony, location-oriented services, fixed-mobile convergence, mobile-to-mobile convergence etc. and others.
It is known that convergent technologies have the capacity of integrating the fixed-line with mobile in order to ensure delivering convergent solutions. Therefore convergent technologies are inclusive of – IP Multimedia Subsystem, Voice call continually, Digital Video Broadcasting, IPTV, Voice over IP, Session Initiation Protocol and others.

List the type of experts and business networks appropriate to a convergent marketing solution

Convergent marketing solution can be inclusive of different business networks as well as experts that are deemed appropriate as per situations. Network convergence can be mentioned as the effective as well as efficient coexistence of telephone, video and data communication within the framework of a single network.
This network convergence popularly known as media convergence focuses on integrating voice, video and data into a singular system with regard to simplifying IT systems alongside providing many business benefits. A converged network often is found to be incorporating Ethernet and Fibre Channels traffic over a regular infrastructure.
In course of implementing a converged network, that specific network needs to be run over Converged Network Adapters known as CNAs which provides support to Ethernet TCP/IP, iSCSI as well as Fibre Channel over Ethernet (FCoE).

List relevant and current legislation, regulation and organizational policy to the field of marketing communication

As far as relevant and current legislation, regulation and organizational policies to the marketing communication field are concerned, they tend to vary with different nations and their characteristics.

In the case of Australia, national law regarding the marketing field is Australia Consumer Law (ACL) which is applicable in case of fair trading and protection of customers also. As the Australian Competition and Consumer Commission (ACCC) is found to be responsible towards promoting competition as well as fair trade in the business industry in order to make sure every party involved (i.e. companies, consumers and communities) benefits from the trading. Consumer protection is significant under Australian legislation and organization policies.

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In addition to this, individual rights on account of personal data can be counted under the legislative provision as well. Australian law concerning marketing communications looks after every single market field aspects – ranging from a supplier relationship to campaign planning by experts of marketing communications.

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