Elements and Performance Criteria
- Identify the convergent environment
- Review and identify the role of the traditional siloed sectors to client requirements
- Identify the potential points of integration
- Establish the role of the customer within the convergent environment
- Confirm and ensure that messages can be unified across an integrated offering
- Identify relevant and current legislation, regulations and policies that may impact on marketing within the convergent environment
- Prepare cross sector marketing tools and techniques
- Identify and evaluate tools and techniques from traditional sectors to the integrated marketing communication environment
- Create convergent tools and techniques suitable for use within a divergent media environment
- Create tools and techniques suitable for use within a customer-centric environment
- Review and confirm the fit-for-purpose and cost effectiveness of relevant tools and techniques
- Apply convergent marketing communications
- Select and utilise integrated, cross sector and media divergent marketing communication solutions to meet client requirements
- Identify and engage the use of sector and technology specific experts where appropriate
- Establish channels to empower and respond rapidly to customer perspectives
- Establish and maintain expert and business networks relevant to marketing communication convergence