Brand Marketing communication enters the "whole communication age"

In recent years, http://www.aliyun.com/zixun/aggregation/13145.html "> network media development by leaps and bounds, people's attention to the network media more and more, the effect of network marketing is getting people's attention." Network Marketing from the depth of the use of the industry from automobiles, real estate, digital products and other fields spread to the people living with food and clothing, and other aspects of the closely related to all walks of life.

Someone once asked me, what industry do you think is the most suitable for internet marketing? At that time, my answer is: from the purchase channel, can be bought through the network of products or people's lives can be purchased anywhere in the most suitable for network marketing; from the product composition attributes, a highly emotional sticky brand or a high degree of physical complexity of products suitable for network marketing. Actually now think that the question itself is a "pseudo proposition"? When people began to buy online hairy crabs, when Heng Ann began selling sanitary napkins on the internet, when Li Ning and other sports brands began to build network flagship store, what else is not suitable for network marketing?

The network has been evolving from a platform of information dissemination to a platform of social interaction and a platform for creating commercial value. Although at home, the network for most netizens, entertainment far more than commercial, but the network of commercial is increasingly people's attention. This is also the original intention of the book: The network is increasingly becoming the enterprise marketing communication activities of the audience aggregation platform and effect integration platform, through the network platform to achieve the "division of the" audience aggregation and "fragmented" media integration.

If Mr Schultz's integrated Marketing Communications (IMC) is based on "content" integration, integrating all the resources of the enterprise to deliver a "clear and consistent voice" to the audience; then network integrated Marketing Communication (EIMC) is based on "media" integration under the new marketing environment, through the integration of various fragmented media, Pass the brand marketing dissemination information to the audience, thus realizes the marketing dissemination information widely informs and the information depth dissemination. Therefore, network integration Marketing communication is an inevitable trend for enterprises to carry out brand marketing communication activities in the network era.

Jason's idea of constructing "community Media Group" is based on the integration of the contact point of the fragmentation of the life form of the audience. Through the integration of these contact points, in the consumer's life track point of contact to carry out effective brand marketing communication, and network integration Marketing communication is the network platform as the core of the media across the media integration, Through the all-round integration, realize the effective dissemination of the brand marketing communication information. Therefore, I hope this book can give the advertising marketing and business friends in the new marketing communications environment to provide a brand operation guide, so that more brands with the power of the network, effectively enhance the brand's market competitiveness.