One of the new media integrated Marketing: Preface

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; The Why new Media series, according to my plan, is divided into three parts: Revelation, Integrated marketing, and the new press and society. The Book of Revelation revolves around the new media layout, focusing more on introducing new forms of media. Of course, in the narrative, more or less will bring out a little marketing things. and new media and society, will focus on the new media on the impact of human society, retreat more, I personally hope that the theoretical performance of some. And the middle part of this trilogy, the new media integrated marketing, is entirely operational, but also very pragmatic: how to use the new media to make money?

As mentioned earlier, the new media has a very important feature, that is, fragmentation, fragmentation of micro-content. Bits and pieces are far from influential. Marketing, in turn, emphasizes the impact (influence). Therefore, new media marketing, is the integration of new media marketing. But the idea of integration is not to put a whole bunch of fragments into one piece.

Integrated Marketing Communications (IMC integrated Marketing communication) is a fairly hot concept recently, how hot is it? In 05, when I was in the Baptist, I was not advertising this course, but IMC. In other words, IMC has a tendency to replace the course of advertising. In the next few pages, I will talk about IMC on some of my own experiences.

This small series mainly includes two parts, the first part is some operation experience. In view of my professional relationship, I am still in the forefront of direct contact with customers and the application of the so-called integrated marketing, on the other hand, the occupation also asked me to make a summary. I have several papers or have been published by the core periodicals, or submitted to the Academic forum, are some regularity of things. But I feel limited to space, not enough, the network unlimited capacity, but let me have a good start.

The second part is the case. Although I work in the blog bus, but I have no intention to write the company's soft text. The case will include some of the blog bus, but it will also involve other new media marketing cases. However, the view limit, I believe that the blog bus case, should be the deepest analysis.

What needs to be stated is that there is something that I might deliberately mumble. Although Keynes repeatedly stressed that the market with trade secrets is not a complete market economy, but the reality is not a scholar's den, I am not a read nerd.

Finally, perhaps the reader will feel that I am sparing no effort in advocating new media marketing, but I have to tell you in advance my attitude: New media marketing does not "subvert" the strength of traditional marketing, but also completely unnecessary. As there has never been a media that can completely subvert the former media, no marketing tactic has the potential to overturn the previous one. I am not writing a bestseller, and my style has never been this paradigm: the language is not astonishing to die endlessly. Again: New media marketing is just one of many tools in marketing, and in a limited future, it will not be a mainstream business share, but it must not be overlooked.