Task 3.docx - An overview of the Current Marketing...

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An overview of the Current Marketing Environment in View of Technological Advancements A transformation of marketing is underway as we spend more time on our mobiles, tablets and laptops. The challenge for brands is to connect with customers through all these devices in real time and create campaigns that work across social media, display advertising and e-commerce. Technology has impacted the field of marketing significantly, along with virtually every other discipline in business. In marketing, the impacts of technology are diverse. Organizations are tasked with managing more marketing options than ever before, and consumers are more integrated with marketing information than they have been in the past. Convergent Marketing Environment and Practices Convergence is a constant process, not an end point. Technology, creativity, and media are constantly evolving, and so is the converged company. It is a never-ending challenge to adapt a customer experience that, in our digital age, will always be in flux. Too often, businesses are far behind consumers in embracing technological change, a problem that has everything to do with how the organization is set up. Nike is the classic example, with its ecosystem of fitness apparel, gadgets like FuelBand and services like Nike+ that immerse the user in the company’s innovation and create an end-to- end fitness solution. Special K is still in the cereal game and it sells a ton of it. But it’s also in the health, fitness, and weight-loss games. It took its Special K challenge and turned it into a digital weight-loss platform. Both are good examples of the convergence in marketing. The impact of convergence on the traditional siloed industry Media, technology, and creativity are no longer discrete problems. As an example, the creation of an ad. A few years ago, a new ad campaign was simply a creative challenge that was solved by coming up with a new flight of TV spots. These days, a new ad will likely involve some technological and media challenges. As customers have moved beyond the content engagement silos, so must strategies employed by the brands to reach them. Businesses once had separate job descriptions, and even different departments that handled various aspects of the brand’s online marketing strategy. For example, different groups orchestrated paid media or owned media campaigns. There were also people who worked exclusively with search optimization or social media. This old strategy will no longer be successful, however, because it does not reflect the optimal user experience. Current legislation, regulation that may be relevant to marketing communications; especially as the company is promoting and selling alcoholic products
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Is important to be aware on some relevant pieces of legislation regarding the marketing communications: Trade Practices Act, Australian Consumer Law (ACL) and Australian Privacy Principles. The marketing team responsible for the campaign will ensure that we will be under the principles of these legislations and its good practices.
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