Traditional and convergent approaches to marketing communication
Traditional Approach to Marketing Communication
Traditional approaches to marketing communication are a closed system, whereas convergent approaches signify an open system.
The traditional approach assumes that the individual is responsible for each element of the communication process. This means that they are responsible for generating each message, deciding which messages are produced in which form and at which time, deciding which message should be shown to whom, and how to use the channels and media to communicate this message
Convergent Marketing Communication
Convergent marketing communication means combining media is increasingly meaningful and targeted ways. These new media mixes are becoming more prominent because consumers can choose which ones they prefer. They also offer advertisers new opportunities to capture attention and hold it.
- Convergent marketing communication has managed to bring the concept of marketing into 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 have a significant and empowered role in convergent marketing, which is characterised by customer empowerment. The marketing process is made easier and simpler in this kind of setting since it incorporates several sorts of media coming together in a single gadget that is easy to use. Customers are at the heart of convergence marketing because they are able to interact directly with businesses and marketers via a multitude of platforms.
Close proximity engagement with clients aids marketers in generating new and inventive ideas, which is a defining aspect of the convergent marketing technique in certain respects. Companies are increasingly turning to convergence as a successful business strategy, allowing them to exercise more influence on their customers while encouraging them to participate even more actively in the process.
List the impact of convergence on the traditional siloed industry.
In most 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 confluence on the technological front.
Furthermore, as a result of the convergence effect, it is possible to notice significant improvements in the efficiency of corporate organisations. As a result of convergence, more business innovation occurs in the conventional siloed sector, which is one of the most significant benefits of convergence, particularly in the present tech-savvy business world.
Identify the current key technologies and distributed services that impact on convergent solutions
As far as convergent solutions are concerned, they are primarily 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.
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 solutions 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 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, and 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 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 the case of fair trading and protection of customers also. The Australian Competition and Consumer Commission (ACCC) is responsible for promoting competition and a fair trade-in the business industry 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.
In addition to this, individual rights on account of personal data can also be counted under the legislative provision. Australian law concerning marketing communications looks after every single market field aspect – ranging from a supplier relationship to campaign planning by experts of marketing communications.