BSBMKG440 Assessment 1 done
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Assessment task 1- Knowledge test
Provide your response to each question in the box below.
Q1:
What is convergence in marketing? What are the characteristics of convergent approached to
market communication? Write your answer in 250-300 words.
Convergence marketing is defined as the orchestration of information technology, marketing, and
design required to ensure that companies present an integrated, consistent, clear and interactive
message across all the media they use.
Convergence marketing strategy revolves around the customer who is at the center, surrounded by
various means of communication, content, and technology. Convergence can now be seen with the
terms used such as voice and data, fixed and mobile, media and entertainment, access devices, unified
communications, the list goes on and on.
Marketers tend to underuse public relations, yet a well-thought-out program coordinated with the other
communications-mix elements can be extremely effective. The appeal of public relations and publicity
is based on three distinctive qualities:
High credibility – News stories and features are more authentic and credible to readers
than ads.
Ability to catch buyers off guard- Public relations can reach prospects who prefer to
avoid salespeople and advertisements.
Dramatization - Public relations has the potential for dramatizing a company or product.
Events and experiences
There are many advantages to events and experiences:
Relevant- A well-chosen event or experience can be seen as highly relevant as the
consumer gets personally involved.
Involving - Given their live, real-time quality, consumers can find events and
experiences more actively engaging.
Implicit - Events are more of an indirect soft-sell.
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Q2:
Discuss the role of customer in convergence marketing.(100-200 words)
Customers take a central and empowered role within convergent marketing. When a business
implements an effective relationship marketing strategy, it becomes more profitable since the focus
shifts from constantly trying to acquire new customers to understanding more about the behaviors,
wants, and needs of existing customers.
With 1-to-1 relationship marketing, the company focuses on cultivating a symbiotic relationship with
established customers, effectively building a foundation of reciprocal trust so customers can feel a
personal connection to the company brand.
Q3:
Explain the impact of convergence on traditional marketing approaches. (200-250 words)
For organizations the convergence of technologies is, and has the potential for so much more. Imagine
a future where devices and machines communicate with each other without human intervention and
can perform synergistically to accomplish tasks that would otherwise be extremely complicated,
cumbersome and time consuming. Well, the future is here and these things are possible.
This could impact a client by getting them used to a brand name/logo. Seeing a particular business logo
or advertising on a billboard, magazine then also on social media such as McDonalds. They use TV
advertising, radio advertising, social media advertising therefore making it more consistent to a
consumer. This makes it more likely for them to be familiar with the brand and purchase a product they
feel comfortable with.
Industry convergence stands for new connections emerging between previously unrelated technology
areas, work processes, businesses, supply chains, and even entire industry sectors. Each new
connection sparks innovation and can result in significant disruption.
Q4:
Answer the following questions:
4.1)Explain any five (5) convergent technologies that impact convergent marketing solutions.
(250-300 words)
4.2)Discuss the following distributed services that impact the convergent marketing:(200-250
words)
a)
Pay per click management
b)
Custom website design
c)
Content writing
d)
Conversion rate optimisation
4.1 Explain any five (5) convergent technologies that impact convergent marketing solutions. (250-300
words)
Artificial Intelligence (AI): AI is when machines seem to be “intelligent.” What humans really mean by
intelligence however, is the ability to perceive your environment and take actions that increase your
chance of success in that environment. This includes using all of your knowledge, reasoning, problem
solving skills, planning, learning, and ability to manipulate other people and objects. Other
breakthroughs include new algorithms for image recognition and interpretation, and AI proliferating in
educational curriculums. Deep learning is the term given in the machine learning field when these
artificial neural networks, with many layers can understand and make learning representations of data.
Deep learning enables us to know how machines can learn on their own, adapt, and get better.
Blockchain: Developed by the unknown Satoshi Nakamoto as a public ledger of the digital currency,
Bitcoin, blockchain technology has evolved past its intended use. Blockchain is an immutable
distributed database that grows as “blocks,” as sets of recordings are added to it. These recordings
cannot be changed or deleted, and may be publically viewed, or seen by anyone with access to the
network. This incorruptible, unhackable, global spreadsheet has the potential to revolutionize how
transactions on the Internet are made and secured.
The Internet of Things (IoT): IoT is when physical devices, also called connected devices or smart
devices, have electronics implanted in them that give them the ability to link to the Internet. By
connecting to the Internet, they can collect data, exchange data, make decisions, and control the
device. All of these actions do not need people. IoT allows for anything that has an on/off switch to be
connected to the Internet, allowing for an infinite number of opportunities. A simple example is
connecting your coffeepot to the Internet.
Microsoft: Best known for its Office and Windows product lines, Microsoft has had its collective hand in
almost all of the convergent technologies discussed here, including software and hardware. They have
smartphones, game consoles, tablets, search engines, and their virtual assistant, Cortana. The
company also makes apps for what once their fiercest competitor Apple, and perform research for
speech recognition and AI.
Google: Google is considered the commercial leader of Internet search, maps, web browsing, curating
information, open-source software, advertising, and the mobile platform. Although their core business
is the search engine, Google developed the Android OS that competes with Apple’s iOS, and converges
with telecommunications in their Google TV. Further, Google has tried its hand at every other major
offering that Microsoft, Amazon, and Apple have. Lastly, Google is involved in AI with their virtual
assistant, Google Now, and converges with the automotive industry through its work with self-driving
cars.
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4.2 Discuss the following distributed services that impact the convergent marketing:(200-250 words)
a)
Pay per click management
Pay-Per-Click (PPC) management is the process of overseeing and managing a company's PPC ad
spend. This often strategies and ad buys while minimizing the overall expenditure. This may be done by
the e-merchant or vendor themselves, or a dedicated specialist company may be hired to manage PPC
buys on their behalf.
Effective PPC management revolves around several interconnected subjects:
Keyword analysis: Discovering and targeting specific keywords and search queries being entered by
likely leads for a company.
Channel strategy: Google AdWords, Bing Ads, affiliate networks, and paid social media placements are
some of the channels to consider for PPC marketing.
Monitoring: Monitoring search term reports closely to learn which keywords/queries are most often
used, to focus their buys on the most common searches.
Keeping an eye on overall ROI and using that as a guideline to dictate the amount paid and scope of ad
buys.
Competitive analysis: Keeping an eye on tactics and strategies utilized by competitors is key — and
time consuming. For example, deciding whether to compete directly by bidding on the same queries, or
instead targeting queries a competitor is overlooking (competitive gap).
Negative match: Optimizing ad spend by filtering out users who match a category that makes them
unlikely to convert. A high-end fashion retailer, for example, might limit their ads to users in the top
10% of earnings. A physical business, like a restaurant, would limit ads to those within close geographic
proximity.
A/B Testing: Constantly split testing is one of the most effective methods for optimizing PPC ROI. Text,
graphics, and other display variables can be used interchangeably to find the most effective method.
b)
Custom website design
Custom web design is the process of creating customized websites based on the needs and desires of a
customer, often performed by artists, programmers, and web designers. Many sites on the Internet are
created through the use of templates and result in websites that can often have similar layouts or
visual styles. This is not necessarily a bad thing, especially for small businesses or private individuals
who are not looking to spend a lot of money on a website. Larger companies, however, often prefer a
site with custom web design that more effectively captures the business represented and the audience
viewing the site.
These types of Internet sites are often created by web designers and graphic designers who create
custom layouts, images, videos, and other aspects of a webpage. What custom web design usually
attempts to do is create an Internet site that is unique and allows a business to establish a visual
design and aesthetic that best captures the feel of the company or appeals to its target customers. A
website for a company that primarily caters to women, for example, will often use colors, typefaces,
and images that are found to be appealing to women to encourage them to visit the site. A site
intended for teenage males to visit would likely incorporate very different colors and visual choices.
c)
Content writing
Regardless of format, a content writer is critical for creating high-quality content that represents and
strengthens a brand's voice, while attracting, engaging, and delighting the right audience.
When done right, content writing has the power to convert readers into prospects, and prospects into
paying customers. it's undeniably important for your business' bottom-line that you're able to
consistently create helpful, engaging content.
Content writing refers to creating content for online marketing purposes. With content, businesses can
attract leads and foster positive connections with their audience, ultimately pushing them down the
sales funnel.
Marketers use content to guide their prospects through different stages of the buyer journey. They
leverage different content formats for each stage of the journey, from brand awareness to purchase
decisions.
Since a myriad of companies are fighting for the same audience’s attention, they need high-quality,
targeted content to cut through the clutter and reach potential customers.
Types of content writing
Throughout the article so far, we’ve mentioned a variety of different ways of communicating through
writing. Let’s look at some of them in more detail to find out exactly what’s required from these types
of writing:
Blogging. Blogs are often a central part of a strong content strategy. They can be used to communicate
a variety of ideas related to your area of expertise. Blogs are generally less salesy, and more of a way
to build brand authority and awareness.
Emails. Another key area of content strategy is email marketing. There are few better ways to reach
your customer base than with a well-written email that encourages engagement with your business.
Social media. Social channels require a writer to tap into what’s current and communicate in and across
a variety of different mediums. This style of writing generally needs to be succinct and stand out from
the crowd.
Ad and sales copy. Whether on print or digital ads, sales copy must persuade and convince. Again,
brevity is at the heart of this style of writing, and a good copywriter can tell a story and evoke emotions
using only a few words.
Product content. Selling products and services requires a unique set of writing skills. You’ll have to
balance sales copy with SEO and storytelling.
White papers. Writing a white paper requires a deep dive into a specific subject, often in technical
details. The aim is to educate readers and demonstrate how a problem is solved.
Brand journalism. This type of content writing focuses on telling stories about a brand. This can include
formats such as press releases, customer or brand stories, and even internal communications.
d)
Conversion rate optimisation
Conversion rate optimization (CRO) is the practice of increasing the percentage of users who perform a
desired action on a website. Desired actions can include purchasing a product, clicking ‘add to cart’,
signing up for a service, filling out a form, or clicking on a link.
Standard definitions of CRO, place their focus on conversion percentages, averages, and benchmarks.
This emphasis on a numerical approach comes with a downside the more you look at spreadsheets full
of conversion data points and actions, the less you think of the individuals behind them.
Here is an alternative, more holistic and user-centric way of defining CRO: think of it as the process of
focusing on understanding what drives, stops, and persuades your users, so you can give them the best
user experience possible and that, in turn, is what makes them convert and ultimately improves your
website conversion rate.
A CRO best practice is a commonly-held belief that a particular optimization action will guarantee an
increase in conversion rate, for example:
Use a strong color for all CTA buttons
Place CTAs above the fold
Use urgency to drive sales
Always display testimonials
Use fewer form fields on your forms
Conversion rate optimization begins by first identifying what the conversion goals are for any given
web page or app screen. The success metrics of your website or mobile app will depend on the type of
business you’re in, and what your goals are.
If you sell products online, a conversion for you may be purchases, or the number of website visitors
that add a product to their shopping cart. If you sell products or services to businesses, you might be
measuring the number of leads your website collects or number of white paper downloads.
Some common conversion goals organized by industry type:
Media - pageviews, ad views, newsletter subscriptions, recommended content engagement
Ecommerce - product sales, add-to-carts, shopping cart completion rate, e-mail newsletter sign-ups
Travel - booking conversions, ancillary purchases, social shares
B2B - leads generated, deals closed
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Q5:
Discuss in detail the following situations requiring engagement of technology experts and the
role of expert services in meeting the situation needs under convergent industry. (250-300
words)
a)
Get your business into the top position on Google and start tripling your leads with a
PPC digital marketing strategy and campaign.
b)
Getting the business on #1 in the organic search engine results.
a)
Get your business into the top position on Google and start tripling your leads with a PPC digital
marketing strategy and campaign.
Google AdWords is an extremely powerful tool when it comes to acquiring new customers for small
businesses. However, if not used smartly, the platform can cost you real advertising money, without
bringing in a respectable ROI.
Apart from using the intelligence you have gained through this blog post, the key to success lies in
constantly testing your ads and optimizing them for better performance.
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Running Multiple Ads
As previously mentioned, it is advisable to run multiple ads to focus on various objectives. This can be
easily done by running multiple campaigns at once. You can then find out which ones convert best for
your business.
Each campaign will consist of several ad groups. Each ad group will consist of similar keywords, and the
landing pages will have a similar theme. For instance, for an electronic appliance store, an ad group
may be dedicated to televisions while another dedicated to refrigerators.
However, both the ad groups can be included in the same campaign. The ad groups in a single
campaign will share the same budget and location and device targeting settings. If you are looking to
target multiple locations or devices, you will have to create separate campaigns.
b)
Getting the business on #1 in the organic search engine results.
Search engines or Search Engine prefer websites that have links to content within your own
website. Links to other websites including having links from other websites to your website
for links within the website You have to try adding links to each article so that they can be
linked with just one click. Or you can insert a link to your restaurant's menu on the promotion
details page. This method also works for links to other websites. Find words in your website's
articles that can link to other important sites.
To link from other websites to your website You may want to try creating affiliates from
different websites. or may advertise To achieve cross-channel promotion between different
websites The easiest way to do this is to post a link to your restaurant website on social
media or websites.
These are important techniques to increase your website's rank higher or even on the first
page of Google by all means. There is almost no cost or investment. If you can take
advantage of these things to stand out online and attract more customers to your store
through search. It's a key selling point that can potentially increase your restaurant's
reputation and ultimately increase its sales.
Many times Internet users have to search for information in a very fast time. Many people do
not pay much attention to the details. And it's good that Google has a system to add specific
information to their Google search page, with important information such as address, phone
number. and business hours of your store
You can set these details in Google My Business, which was created to support the store. And
businesses in the area by putting business information into Google's database when people
search for information related to your restaurant. The information will be displayed on Google
Search and Google Map immediately without having to click through to see the website page.
Google My Business also has a “review score” that people can instantly see when they search
for your store name. Therefore, driving reviews on Google is indispensable. By adding
information to Google My Business, it doesn't just make it easier for people to find your
restaurant. It also increases the credibility of people searching for your store's physical
address. and can be contacted according to the information
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Q6:
Answer the following questions:
6.1) Explain the five (5) types of business networks that are relevant to convergent marketing
solutions. (250-300 words)
6.2) Discuss the following expert associations appropriate to convergent marketing solutions:
(200-250 words)
a)
Australian association of national advertisers
b)
Australian marketing institute
c)
Australian interactive media industry association.
6.1 Explain the five (5) types of business networks that are relevant to convergent marketing solutions.
(250-300 words)
Casual contact networks
These are general business groups that allow many people from various overlapping professions. These
groups usually meet monthly and often hold mixers where everyone mingles informally. They may also
hold meetings where guest speakers present on important business topics or to discuss issues
concerning legislation, community affairs or local business programs.
Strong contact networks
Organizations whose purpose is principally to help members exchange business referrals are known as
strong contact referral groups. Some of these groups meet weekly, typically over lunch or breakfast.
Most of them limit membership to one member per profession or specialty.
Strong contact networks provide highly focused opportunities for you and your associates to begin
developing your referral marketing campaigns. You won't meet hundreds of businesspeople in this type
of group, but all the members will be carrying your business cards around with them everywhere they
go. The net result is like having up to 50 salespeople working for you! With a program like this, you'll be
establishing powerful long-term relationships that will prove invaluable.
Community service clubs
Unlike more business-oriented groups, service groups aren't set up primarily for referral networking;
their activities are focused on service to the community. In the course of giving time and effort to civic
causes, you form lasting relationships that broaden and deepen your personal and business networks.
If you go in not to benefit but to contribute, the social capital you accrue will eventually reward you in
other ways and from other directions business among them.
Professional associations
Professional association members tend to be from one specific type of industry, such as banking,
architecture, personnel, accounting or health. The primary purpose of a professional association is to
exchange information and ideas.
Your goal in tapping into such networks is to join groups that contain your potential clients or target
markets. A simple procedure for targeting key groups is to ask your best clients or customers which
groups they belong to.
Online/social media networks
From a business perspective, the ideal use for social media is to build your brand and your credibility
with the people you're connected to by providing value for your connections and followers. Whether
you're talking about face-to-face networking or online networking -- credibility and relationship building
is still critical to the process.
With social media, the key to success is outlining a strategy that considers the amount of time you can
realistically dedicate to your online marketing efforts and being consistent. Map out a weekly schedule
that outlines specific days and times you'll spend developing your social media strategy. Figure out
what's realistic and what makes sense for your company, and go from there.
6.2 Discuss the following expert associations appropriate to convergent marketing solutions: (200-250
words)
a)
Australian association of national advertisers
The AANA and its sister body, Ad Standards have been the custodian of Australia’s advertising content
self-regulation system, successfully developing advertising codes and operating an impartial
complaints handling process with a high compliance rate and that meets prevailing community
standards. The AANA develops, reviews and updates the codes whereas Ad Standards adjudicates
complaints made by members of the public through the independent Community Panel which includes
people from a broad range of age groups and backgrounds and is gender balanced, and as far as
possible representative of the diversity of Australian society.
This Code has been adopted by the Australian Association of National Advertisers (AANA) as part of
advertising and marketing self-regulation. Its object is to ensure that advertisements and other forms
of marketing communications are legal, honest, truthful and have been prepared with respect for
human dignity, an obligation to avoid harm to the consumer and society and a sense of fairness and
responsibility to competitors.
This Code is accompanied by a Practice Note which has been developed by the AANA. The Practice
Note provides guidance to advertisers and complainants and must be applied by the Ad Standards
Community Panel in making its determinations. In the event of any ambiguity the provisions of the
Code prevail.
The Code applies to material which draws the attention of the public in a manner calculated to promote
or oppose directly or indirectly a product, service, person, organisation or line of conduct, and includes:
all advertising or marketing communication under the reasonable control of the advertiser, whether or
not a payment or other valuable consideration has been involved;
all advertising or marketing communication where any of the potential customers of the product,
service etc. are physically present in Australia and the advertising or marketing communication is
directed to those customers;
advertorials and infomercials;
community service announcements;
user generated content which is communicated via a site or digital platform over which the marketer
has a reasonable degree of control; and any media, including online and social media.
b)
Australian marketing institute
The Australian Marketing Institute (AMI) is the professional body for marketing practitioners in
Australia. We represent professional marketers across all disciplines and sectors including public and
private enterprise, education and not-for-profit.
One in two adults in the working population have something to do with Marketing in their roles i.e.
acquiring customers; retaining customers or improving the customer experience. That is over 6 million
people! While many roles are under threat of automation, creative professions such as Marketing are
not yet one of them. Marketing is experiencing strong double-digit jobs growth and will most likely
continue to do so. In the Federal Government Jobs 2016 report Customer Experience \ Marketing is Top
5 ranked growth professions to 2035.
AMI purpose is to provide cutting edge marketing theory and practice to fuel progress in the careers of
Marketers. We believe that collaboration, accountability, learning and professional standards are
important to the growth of the dynamic marketing profession.
The Institute offers:
Professional development programs to fuel progress in your marketing career and
boost your skill set
The latest information and resources on marketing practice
Opportunities to connect with fellow practitioners at all stages of their careers
A respected and authoritative voice for the profession
Strong advocacy on behalf of the marketing profession
c)
Australian interactive media industry association.
AIMIA was an association for the digital media industry in Australia from 1992 to 2015.
AIMIA was the peak Australian body representing the digital content, services and applications industry
in Australia, with members drawn from a broad sector of the digital industry, including Australia's digital
content, services and applications companies as well as major industry suppliers.
The AIMIA
wound up in 2015, the Association for Data-driven Marketing and Advertising (ADMA) took
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over the functions of the organisation, which in 2017 was rebranded as Digital + Technology Collective.
The Australian Interactive Media Industry Association (AIMIA) has been rebranded to the Digital +
Technology Collective nearly 18 months after being brought under the wing of ADMA and 25 years after
its foundation.
The new-look association will now be headquartered in Melbourne, and has been realigned around five
key pillars outlined by PricewaterhouseCoopers as being the main ingredients of innovation. These are:
Culture creation and an active community, capability building, thought leadership, internal networking,
and industry advocacy.
Digital + Technology Collective’s annual AMY Awards are also being relocated to Melbourne from this
year. Core member targets include digital and technology-led agencies, in-house digital teams and
industry suppliers.
Q7:
Answer the following questions:
7.1)Discuss the following legislations and regulations governing the marketing communication
industry:(250-300 words)
a)
Australian Consumer Law and Marketing Communications
b)
Privacy Legislation in Australia
c)
Advertising Standards Regulation in Australia
d)
Anti-Spam Legislation
7.2)Discuss the inclusions in organisational policies relevant to marketing communication. (100-
150 words)
7.1 Discuss the following legislations and regulations governing the marketing communication industry:
(250-300 words)
a)
Australian Consumer Law and Marketing Communications
All marketing and advertising must comply with The Australian Consumer Law, which prohibits content
which is misleading or deceptive or likely to mislead or deceive or
contains false representations in
respect of the products or services being advertised[i]. In addition, there are industry, product or
audience specific laws, codes and standards which apply.
Changes in community standards along with the need to protect groups which are vulnerable to
exploitative marketing campaigns has resulted in the introduction of
new codes and standards. This
update provides an overview of the new AANA Code of Ethics for marketing and advertising and
new
Broadcasting Services (Australian Content and Children’s Television) Standards 2020 which regulates
advertising content directed to children.
b)
Privacy Legislation in Australia
The Privacy Act 1988- external site (Privacy Act) is the principal piece of Australian legislation
protecting the handling of personal information about individuals. This includes the collection, use,
storage and disclosure of personal information in the federal public sector and in the private sector.
Other statutory provisions also affect privacy and separate privacy regimes apply to state and territory
public sectors. This department assists the Attorney-General to administer the Privacy Act.
The Privacy Act was significantly amended in 2014 and 2017 to enhance the protection of privacy in
Australia.
The Privacy Act provides 13 Australian Privacy Principles (APPs). The APPs apply to government
agencies and private sector organisations with an annual turnover of $3 million or more. The APPs are
principles-based—protecting privacy while not burdening agencies and organisations with inflexible
prescriptive rules. The APPs:
deal with all stages of the processing of personal information, setting out standards for the collection,
use, disclosure, quality and security of personal information
provide obligations on agencies and organisations subject to the Privacy Act concerning access to, and
correction of, an individual's own personal information.
c)
Advertising Standards Regulation in Australia
The Australian Consumer Law (ACL) includes:
a national unfair contract terms law covering standard form consumer and small business contracts;
a national law guaranteeing consumer rights when buying goods and services;
a national product safety law and enforcement system;
a national law for unsolicited consumer agreements covering door-to-door sales and telephone sales;
simple national rules for lay-by agreements; and
penalties, enforcement powers and consumer redress options.
The ACL applies nationally and in all States and Territories, and to all Australian businesses. For
transactions that occurred prior to 1 January 2011, the previous national, State and Territory consumer
laws continue to apply.
The ACL is administered by the ACCC and state and territory consumer protection agencies and is
enforced by all Australian courts and tribunals, including the courts and tribunals of the States and
Territories.
The protections in the ACL are generally reflected in similar provisions in the Australian Securities and
Investments Commission Act 2001 (ASIC Act), so that financial products and services are treated in the
same way.
The ACL is a cooperative reform of the Australian Government and the States and Territories. An
Intergovernmental Agreement (IGA) [PDF 217KB] signed by the First Ministers, underpins the
establishment of the ACL.
The ACL was the key recommendation of the Productivity Commission's 2008 Review of Australia's
Consumer Policy Framework. The Productivity Commission found that the ACL could deliver between
$1.5 and $4.5 billion of benefits to the Australian community.
d)
Anti-Spam Legislation
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The Spam Act 2003 (Cth) (the Act) regulates marketing emails or messages sent by Australian
businesses. Spam is defined in the Act as unsolicited commercial electronic messages. To fall within the
Act's scope, an Australian business must send a message that is commercial in nature. Commercial
electronic messages are messages in which the purpose of the message is to offer goods or services or
to advertise or promote goods or services.
It is important to note that for a message to be considered spam, it does not need to be sent out in bulk
a single electronic message may also be considered spam.
The Spam Act applies regardless of how possession is obtained either express or inferred. It is
important to note that you cannot send an electronic message to ask for permission because this is a
marketing message. Therefore, recipients have to consent by filling in a form, ticking a box on the
website, over the phone, face-to-face, or where permission can be inferred.
To infer permission, it is typically when a client or a person has a provable, ongoing relationship with
your organisation and the marketing is directly related to that relationship. For example, when a
recipient has subscribed to a service, has an account or is a member, and the marketing is relevant to
the relationship. Inferred permission does not cover sending messages after a recipient has purchased
something from your business.
7.2 Discuss the inclusions in organisational policies relevant to marketing communication. (100-150
words)
Marketing and Communications Policies and Procedures have guided the our community in its
marketing and communications activities. Recognizing the need to enhance our image and message, a
stronger and more defined relationship was established between the Division of Marketing and
Communications, including the evolving network of communicators. The goal to produce consistently
high-quality internal and external messages reflecting our mission, branding, positioning and strategic
priorities.
Policies/procedures are in place to:
Ensure all information is consistent with our design and editorial standards
Provide central resources to assist all our divisions, colleges, departments and programs
Integrate efforts between the Division of Marketing and Communications and our communicators to
optimize creativity in design and message, as well as to improve information flow, ensuring compliance
We are efficiently leveraging its marketing and advertising investments at all levels and in all areas
Maximize opportunities to enhance visibility or stories
Ensure the greatest efficiency and effectiveness in the flow of institutional information
Reduce miscommunication
Provide List of references
https://www.ingeniumweb.com/blog/post/what-is-convergence-in-marketing-and-how-can-it-
benefit-your-business/4648/
https://digitalgyan.org/traditional-and-convergent-approaches-to-marketing-communication/
https://digitalmarketinginstitute.com/blog/how-to-benefit-from-the-convergence-of-
traditional-and-digital-marketing
https://www.bartleby.com/essay/What-Is-The-Impact-Of-Convergence-On-P3YZ6ZS43EF
https://www.everycrsreport.com/reports/R45746.html
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