What to should know about Convergence Marketing

In the past, we only received information about products and services using traditional media like TV, Radio, and Newspapers but nowadays we get information not only on these media but also on our smartphones that are connected to the internet, the cloud, social media and much more. This is what it′s called Convergent Marketing.

Human evolution brought huge advances in technology that now allow us to be connected all the time with people and brands, but this progress has also changed the way to do and implement marketing strategies for the specific target audience. It′s common to see companies using Convergent marketing to better reach all their targets as this approach place the customer at the center, which in my opinion will be ideal because not all generations are using Digital marketing the way millennials do and companies won′t be excluding anyone. For small companies, it′s hard to do so, as Traditional marketing tends to be more expensive, and by applying only Digital marketing you can have success as well.

The main impact of convergence on the Traditional marketing approach is that the use of data on these new technologies, allows companies to better identify their ideal customer, their purchase behavior, and their needs and wants but this new approach is not all bright colors because customers are now more demanding and less patience as they want to have a great experience and quick responses all the time.

Something important to know is that companies and customers must rely on legislation, regulations, and policies of marketing communication as the following:

• Code of conduct
• Work health and safety
• Privacy and confidentiality
• Copyright

Additionally, there are some organizations that oversee the policies and regulations to rectify that they are taking place correctly, some of them are:

• The Competition and Consumer Act 2010: Seeks to promote competition, fair trading, and protection for consumers. (Student Guide, 2021)
• The Federal Privacy Act 1988: Australia's national law for the protection of personal information. (Student Guide, 2021)
• The Spam Act 2003: Regulates commercial email and other types of commercial electronic messages. It prevents the use of unsolicited commercial electronic messages. (Student Guide, 2021)

We’d love to hear your thoughts and I′m happy to share more if you’re curious.

#marketing #traditionalmarketing #digitalmarketing #convergence

Lesly Ciro

References

• Digital marketing institute. (n.d.). Retrieved from Articles - Digital management and leadership
• Shukla, S. (2014, June 25). Near. Retrieved from Media Convergence of Traditional and Mobile : Game Changer?
• Student Guide. (2021). Retrieved from Apply Marketing communication across a convergent Industry
• The Guardian. (2013, July 31). Retrieved from Media network blog