What Is The Impact Of Convergence On The Traditional Marketing Industry

Improve Brand Recognition - Brand recognition involves the identification of your logo by your target market due to the amount of advertising and promotions you perform.

2.1: A brand gives an organisation a public image that is easily recognisable and helps to quickly identify the organisation. Businesses with strong brands are known widespread and help form the foundation of the

There is also a case that marketing has changed from the earlier belief that there was only the 4Ps, and this was seen as the definition of marketing for many a year, but as time elapsed new Ps were introduced to this list - for example people and physical emotion were added to the concept of marketing (Annmarie Ryan 2011). Although the list was growing it didn’t seem to explain the complexity which it required in order to meet its business and consumer demands and needs. Consumers can be passive in the marketing environment and make little or none of what is being thrown at them in the heavy media of advertising and marketing. This could be described as social marketing.

Armstrong, G., Kotler, P., Trifts, V., & Buchwitz, L. A. (2011). Marketing: an introduction (4th ed., canadian ed.). Boston, Mass.: Pearson.

Any organization operating in the global marketplace is subject toscrutinyy in the way it does business. This scrutiny can be both internal and/or external to the organization, with the advent of the internet and social media any infraction by an organization can be made public within seconds of it surfacing. To help offset negative public relations and to foster a working environment that employees, managers and major stakeholders can be proud of, codes of ethics are created as a set of guidelines for every involved stakeholder to follow and adhere to.

Unlike the old ethical principles, these days they have regulated their own set of ethical principles in this industry. Nowadays, these business functions through power, lies,

In the same way the number of of followers you have serves as an endorsement, your client list can help garner interest in your company. This strategy is particularly effective if you have worked with leading brands in your industry. Name-dropping well-known brands sends the message that your company is effective and amongst the leaders in your industry. Often, this strategy can be enough to entice users to sign up for your

Associate Professor, Marketing Department, College of Business Administration, Loyola Marymount University, Los Angeles, CA, velitchka.kaltcheva@lmu.edu

However, in the real context it might take days or even months to get response from the targeted audiences. The immediate response is not possible. According to the Direct Marketing Association "Direct marketing is an interactive marketing system that uses one or more advertising media to effect a measurable response and/or transaction at any location." John R. Miglautsch (1992) however, is not satisfied with this definition and stated that “the current definition of direct marketing focuses attention primarily on using a particular type of advertising to effect a measurable response (i.e., direct response advertising). Thus, the emphasis of the current direct marketing definition is on a particular type of selling and advertising method rather than on a particular type of

A common misconception is that direct marketing is limited to just direct mail. However, direct marketing simply means direct communication with consumers regardless of the medium used. According to the DMA, there are several mediums used for business-to-business and business-to-consumer direct marketing.

Branding has a big effect on non-customers too. Psychologists have shown that familiarity induces liking. Consequently, people who have never done business with you but have encountered your company identity sufficient times may become willing to recommend you even when they have no personal knowledge of your products or services. Seeing your ads on local buses, having your pen on their desk, reading about you in the Hometown News, they spread the word for you when a friend or colleague asks if they know and that 's what you do.

“One of the purposes of a consumer promotion is to elicit a direct impact on the purchase behaviour of the firm’s customers” (Kotler, 1998; Blattberg and Neslin, 1990). “Successful promotions reflect brand image and objectives”

Branding is a common tool companies use nowadays. Branding is the specific way that a corporation promotes its products or service. The concrete process involves in giving a particular name and image to goods and services so that they can establish significant presences in market and customers ' minds. Two examples of branding are McDonald 's & Kentucky Fried Chicken (KFC). The effectiveness of branding depends on the perspective of different consumer groups. For middle class people, McDonald 's is more appealing.

The benefits that a strategically placed brand can achieve are the same as when people fall in love with one another. Then customers communicate passionately with you - because they share the same values and beliefs of the brand,

The article begins by asserting that changes over time in the marketing environment have led to the need for marketers to play multiple roles such as that of a strategist, technologist, and scientist. Until now, marketers experienced issues when marketing ambitions and the company’s capabilities are not paralleled. This gap has served as the driving force behind an innovative approach to marketing which combines the function of marketing with all other functions that it intersects with such as sales, finance, IT, etc. This, however, presents problems such as break downs in communication, stalled processes, and blurred boundaries. More modern and innovative companies have moved toward marketing that is more collaborative and interactive which increases the value and effectiveness of marketing efforts. A more effective approach would be to identify, focus on, and improve the critical decision processes. The three categories of marketing related decisions are strategy and planning, execution, and operations and infrastructure. Because these decisions are positioned at the juncture of different functions, they cannot be made by marketing alone. Some decisions require collaboration of marketing with “sales, product management, pricing, analytic groups, IT, or other functions.”