Brand Interaction Points (BIP) with Metrics
Each of the sectors in the organization has titles thus giving us an overall idea of the numerous functions of the sectors. The sales are actually the siloed which may lead with the clients thus presenting the brand image. Marketing is indeed a sector that ascertains both the service and product design (Hackley, 2018). However, in the traditional or conventional siloed, they normally work using their own procedures and policies which ultimately makes the problem solving process to become more difficult.
Insert your Brand Interaction Points (BIP) with metrics into the table:
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BIP |
Interaction Metric |
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Email marketing |
· Fostering of serious loyalty among customers through the creation of direct links with the consumers · Communicating and sharing updates with existing clients (Boateng, Owusu-Bempah & Ansong, 2018). |
Establishment of a brand as being a reliable “reference point” for the consumers. |
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Social media |
· Through publishing of business videos, links, and photos on Facebook, Instagram, and Twitter to reach many individuals. · Use of social media platforms on the Smartphones to spread word about the business |
Drives a number of sales and leads |
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Tradeshow |
· Deals with the selection of the best brands in order to effectively capture the attention of potential customers. · Trade shows enables customers to interact with the company through its products and through advertising. |
A brand is a memory and thus customers ensure that such a memory is reinforced through the creation of experience with a company’s brand. |
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E-commerce site |
· Can be used in the creation of points of engagement by customers through the online shops where customers can even and even make purchase online (Paulus, 2018). · It provides excellent user experiences to the customers. |
This helps in giving customers satisfaction through embracing checkpoints such as enhanced searches, clear navigation of the site, and even easy options of checkouts. |
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Public relations |
· Helps in provision of brand education thus helping a company with the management of any brand crises. · It offers total brand experience through social media engagements |
Employees of a company can be requested to help in the internal brand building through bearing the company’s logo and helping to spread the word about the company and the values that it embraces. |
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Print Media |
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Mobile App |
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Insert your potential points of integration:
- These can be used in the creation of two way communication also known as engagement which is quite important for the success of an organization.
- Public relations professionals are indeed the voice of the brand in TV, print, radio, and the online community and thus they provide a good opportunity for the consumers and the general public to effectively interact with a company’s brand (Dahiya & Gayatri, 2018).
- E-Commerce presents consumers with an opportunity to see instructional videos on how a certain product is used and thus increasing the likelihood of them buying the product.
- Customer engagement can also be created through E-Commerce through creation of engaging content for the audience which is liked by them or through something which is associated to the company’s brand and addition of value to readers.
Insert your customer drivers and descriptions into the table:
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Driver |
Reason for Shift |
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Advancement of technology |
Evolvement of media in order to become more interactive and portable to individuals. There is need for a company to ensure that there is effective combination of both customer service and feedback using the online platforms (Chang, 2018). The company can use LinkedIn and Facebook as well as other media platforms in order to win the customers from their airlines. |
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Convergence |
It gives a perfect opportunity to brands and marketers to implant new ideas. It is important to ensure that the organization is effectively adapted for the convergence since it can be used as a cycle for the testing, building, learning, and even in some circumstances destruction. It is important for the organization to focus on the enhancement of the customer journey through following of the customers (Lee, Jeong & Oh, 2018). |
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Culture |
Helps in the total alignment of changes that are occurring in the society. For instance if a company has been consistent with messaging, then it should continue doing so. |
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Achievement of sales and CRM |
To increase the influence on the audience. It is important for the company to ensure that its marketing, public relations, as well as public relations initiatives are effectively balanced using content strategy that has been defined clearly (Al Idrus & Ahmar, 2018). The company should also ensure that it merges |
List your strategies here:
- Putting customers at the centre.
- Thinking of a brand as a service and experience.
- Rejection of silos.
- Acting like a startup
- Embracing diversity (Kang & Park, 2018).
The potential points associated with integration are indeed areas in the different sectors which have the potential of combining or working closely in order to enhance the business operations. For instance, sales is a sector that has the ability of precisely informing a marketing department of an organization on the effectiveness of the marketing campaigns.Such messages can include among others:
- Having a clear understanding of the targeted audience.
- Picking effective communication and advertising channels.
- Having a consistent look through ensuring that the visual identity is consistent.
- Employ the use of the mobile marketing tips –creation of consistent and clear content that can easily be repurposed or adapted in order to suit the different media channels or media.
- Ensure that the messaging of the company is well integrated and effectively set up in order to drive traffic in the ultimate targets.
- Ensure that the marketing teams or agencies are working in synchronization-Facilitate the team meetings so as to ensure all the members read from the same script.
- Track the company’s coupons and campaigns through putting relevant attribution and analytics methods so as to comprehend whether the company is achieving the results or the conversions.
Insert your responses into the table:
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Legal Requirement |
Summary of Key Provisions |
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The Australian Consumer law-the Trades Practices Act |
This is a national law that is aimed at ensuring that there is fair trading as well as consumer protections. |
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The “Australian Competition and Consumer Commission” (ACCC) |
This is the national agency for the Australian Federal Government that generally deals with matters to do with competition. It is thus aimed at promoting both fair trade and competition |
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The Australian Policy and Regulatory Considerations for the New and emerging services |
This was published in June 2006 |
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The Legislative Approach |
This is comprised of developing legislations which responds to convergence in the intermediate terms or in the anticipation of the convergence trends. It is important to note that the legislative solutions are known to define the new laws or even develop new “regulatory frameworks” that respond towards convenience and guiding of future policy directions. This can be achieved through the development and implementation of reforms for the whole legal framework for the telecommunications or through amendments to the existing laws (Ali et al, 2018). One significant advantage that is associated with the legislative approach is that it permits the introduction of new frameworks that can deal with convergence without necessarily imposing regulations. |
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The Australian Business and Environment Laws |
These laws are aimed at governing the manner in which business entities interact with their supplies, customers, and other stakeholders. The Australian Consumer law or the ACL thus provides regulations on the unfair contracts. |
Insert your responses into the table:
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Tools and techniques |
Evaluation |
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Competition laws |
These are statutory laws that are aimed at ensuring that trading is fair for both consumers and businesses. It is administered by the ACCC. |
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Consumer Laws |
This ACL is aimed at providing regulations on the unfair contract terms, product safety laws, consumer rights guarantees, penalties, among others. |
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Product liability Regulations |
This is aimed at regulating the safety of products and information standards (Yan et al, 2018). |
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Environmental legislation |
The State, the Australian Government, the territory governments, as well as the local governments are known to jointly administer the issue of environmental protection. |
- Meet leaders to ensure that the procedures and policies are feasible.
- Ascertain best formats for policies.
- Make procedures and policies to become accessible to employees.
- Set deadlines for each procedure and policy to be acknowledged.
- Determine best ways for measuring comprehension of policies and procedures.
- Should be appropriate
- Should be easy to use by all and sundry in the organization
- Should be user friendly.
The techniques were made with an aim of ensuring that it was compatible for all and sundry in all situations.
In this task, you will hold a meeting with an industry expert to gain feedback on your convergent tools and techniques created in Task 2.
Insert your responses into the table:
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Specialist |
How can assist |
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Marketing |
· How best to market products |
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HRM specialists |
· How best to handle employees |
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Accountants |
· Audit the assets of the organization |
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IT experts |
· Safeguard the cyber security of the firm (Giachetti, 2018). |
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· |
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· |
Insert your networks and descriptions into the table:
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Expert and Business Networks |
Description |
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Consumers |
Become aware of their needs |
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Suppliers |
Ensure their needs are well satisfied |
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employees |
Become aware of their problems. |
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leadership |
Make the best management decisions |
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Shareholders |
Ensure they earn profits |
Ensure that questions that are set are appropriate for the business environment. Ensure that they can easily be comprehended by the audience (Seo & Park, 2018).
The tools and techniques should be made in accordance with the business needs and wants.
References
Al Idrus, S. and Ahmar, A.S., 2018. The effect of organizational learning on market orientation moderated by job satisfaction. Cogent Business & Management, p.1475048.
Ali, F., Rasoolimanesh, S.M., Sarstedt, M., Ringle, C.M. and Ryu, K., 2018. An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research. International Journal of Contemporary Hospitality Management, 30(1), pp.514-538.
Boateng, R., Owusu-Bempah, E. and Ansong, E., 2018. An Absorptive Capacity Perspective of Organizational Learning Through Social Media: Evidence From the Ghanaian Fashion Industry. In Evaluating Media Richness in Organizational Learning (pp. 49-81). IGI Global.
Chang, Y., 2018. Perceived message consistency: Explicating how brand messages being processed across multiple online media. Computers in Human Behavior, 85, pp.125-134.
Dahiya, R. and Gayatri, 2018. A Research Paper on Digital Marketing Communication and Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car Market. Journal of Global Marketing, 31(2), pp.73-95.
Giachetti, C., 2018. Explaining Apple’s iPhone Success in the Mobile Phone Industry: The Creation of a New Market Space. In Smartphone Start-ups (pp. 9-48). Palgrave Macmillan, Cham.
Hackley, C., 2018. Advertising, marketing and PR: Deepening mutuality amidst a convergent media landscape. In The Advertising Handbook (pp. 58-68). Routledge.
Kang, M.Y. and Park, B., 2018. Sustainable Corporate Social Media Marketing Based on Message Structural Features: Firm Size Plays a Significant Role as a Moderator. Sustainability, 10(4), p.1167.
Lee, S., Jeong, M. and Oh, H., 2018. Enhancing customers’ positive responses: Applying sensory marketing to the hotel website. Journal of Global Scholars of Marketing Science, 28(1), pp.68-85.
Paulus, C., 2018. Marketing Communication Performance Management in Industrial Project Business (Doctoral dissertation, University of St. Gallen).
Seo, E.J. and Park, J.W., 2018. A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, pp.36-41.
Yan, X., Shah, A.M., Zhai, L., Khan, S. and Shah, S.A.A., 2018, January. Impact of Mobile Electronic Word of Mouth (EWOM) on Consumers Purchase Intentions in the Fast-Causal Restaurant Industry in Indonesia. In Proceedings of the 51st Hawaii International Conference on System Sciences.
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