Convergence is the Future of Marketing - Different Types of Media and Platforms - Marketing Assignment Help

Assignment Task :

Task summary 

• You are required to read the article and the case study provided, and answer to all questions in  provided space below. In this assessment, you are required to demonstrate your skills and  abilities in apply marketing communication across a convergent industry 

• Read studies in Part A and Part B 

• Conduct necessary research. 

• Provide written responses to all questions in the spaces provided. 

• Submit your assessment to your assessor. 

Required 

• Access to textbooks/other learning materials 

• Computer and Microsoft Office 

• Access to the internet

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.

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) 

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