• Internal Code :
  • Subject Code : BSBMGT407
  • University : Lonsdale Institute
  • Subject Name : Digital and Social Media Marketing

Assessment Task 1

Answer 1

Anything which is able to fulfill its intended requirements conveniently after its implementation or use is defined to be “Fit for purpose”. There could be a variety of purposes needing different solutions and requiring different inputs. For example:- Record keeping and management of data in an organisation may be sorted by the use of appropriate technology (software) in an organisation. And in this case, any suitable software could be a fit for purpose. 

The two key things that one might consider  while evaluating digital technology being fit for purpose are as follows:-

  1. The compatibility of the new technology with the internal processes and procedures, so that there are least effects on the overall working of the organisations.

  2. Return of investment (ROI) for the technology being adopted should also be considered as an important aspect of the technological change implemented to the older processes or technology.

Answer 2

Trademarks are those signs which are used for distinguishing the services and goods of one source from another. These can be logos, shape, sound, word or packaging. It can also be a combination of these. Digital technology has become an integral part of the modern businesses. Trademarks would be required to be considered to form and protect the brand and differentiate it from the competitors. 

Copyrights are intellectual property protection provided for music, paintings, software or literary works. Copyrights would be required to be considered when the business involves any art work or works of fixed tangible forms like the ones mentioned before.

Answer 4

The legislations which are relevant to the digital technology and information could be Privacy Act 1988 and Information Security. As per the first legislation, the organisations are required to protect the personal information of the employees from any possible misuse, loss, modification, unauthorised access or disclosure. As per the second legislation, the workplace of the organisations is required to modify their IT systems and evaluate them to avoid the possibility of cyber-attacks.

Answer 5

Traditional Marketing

Traditional Marketing techniques involve both advertising by use of print media and television advertisements, and use of more physical material than relying wholly on technology. 

Characteristics: 

  1. Traditional Marketing techniques are specifically purpose/target oriented, and therefore can focus only local region or specific target audience.

  2. Traditional marketing requires more funding and investments as compared to the modern digital marketing techniques.   

Digital Marketing 

The use of Social Media and mass communication for the purpose of advertising and launching marketing campaign for the products and services of a company is referred as digital marketing. 

Characteristics:

  1. The use of digital marketing allows an organisation to expand its marketing campaign throughout the globe without any restrictions of physical boundaries. The use of internet (social media) helps organisations to influence people irrespective of the demographics.

  2. Digital Marketing is an easier and cheaper method of marketing products and services throughout the globe. It requires lesser amount of financial investments, and is an easier and more convenient way of marketing in terms of ease in the technicalities involved.

Answer 6

With the convergence of the marketing industry the traditional siloed sectors have seen various changes. The major change being in terms of use of data. Huge amounts of data related to customer is being gathered from different areas. Marketers, trackers, data gatherers and data analytics have been working to make the use of data. All of this customer data is now being used to perform better predictions of the customer’s interests and liking in the market. Convergence has allowed the application of big data to the traditional methods and with that provided the users to access their choice of brands with better access and with ease.

Answer 7

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Answer 8

To be able to manage the potential increase in the customer demand many approaches could be followed such as focusing on delivery, customer service, supply and so on. One such approach which the businesses could benefit from is by focusing on the staffing. It would involve ensuring that there is enough staff present to handle the customers. In addition, it would also involve ensuring the staff members are competent enough to maintain high quality service to the customers.

Answer 9

In convergent marketing the major focus is on using information technology to bring about consistency in the communication across all media. This is majorly based on customer activity over the internet. It empowers the customer to choose what they want to see and hence makes them a central guiding factor for the effectiveness of this marketing technique. It provides the customer a way in which they can choose to try, and buy or research before making a purchase decision, and not be influenced by third party recommendations or random video advertisements. The convergence of technology with marketing has, therefore, empowered customers to have control over the buying process. For example:- a customer can easily scan a QR (Quick Response) code and look up for additional information on the product before a purchase.

Answer 10

Two professional marketing industry networks which can assist with keeping knowledge of convergence up to date: 

  1. AMI (Australian Marketing Institute)

  2. ADMA (Australian Direct Marketing Association)

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