Talk about network integrated marketing communication-Cao Fanghua

Talk about network integrated marketing communication-Cao Fanghua

&http://www.aliyun.com/zixun/aggregation/37954.html ">NBSP; Integration: Integrating human power

Network integration Marketing communication is on the rise, someone 211.html "> feel the network as a tool how to achieve integrated marketing communication through the network?"

The basic premise of network integration Marketing communication: At present the media expands, the information explosion, the audience attention is scarce.

Under this premise, the media environment is differentiated into: the contact point informs the media and the depth information interprets the media.

Contact point of the media include: newspapers, magazines, television, radio, mobile phone, building TV, outdoor sports TV, outdoor Kanban, network advertising and so on. Their common is simple information to inform, not full depth of the presentation of brand information.

The depth information deductive media is the network integration Marketing communication collection platform, including the marketing platform such as www.icoke.cn, also includes the http://icoke.qq.com/platform which is structured on the portal site.

The network integration Marketing communication is through the contact point's widespread inform, realizes the audience the effective aggregation, through the aggregation person's power, realizes the marketing activity development.

Integration: Audience attention

The goal of network integration marketing is to integrate the audience's attention in the fragmented marketing environment, realize the effective coverage of brand information, effectively convey and realize the effective attention of the audience.

Through the effective coverage of information, the realization of brand information close to consumers, attract the attention of consumers.

Through the effective transmission of information and the realization of the audience's effective attention, to realize the brand marketing communication activities to the audience education and guidance, so as to realize the audience on the brand to produce an effective understanding.

Interaction: Make the integration more aggressive

Interaction is to let consumers involved in brand marketing communication activities, participate in, through the participation of users to achieve the effective brand marketing communication activities. Interaction consists mainly of three types of interactions:

Interactive Network advertising: Based on the interactive characteristics of network media, in the process of information transmission, through the interactive participation of the audience to achieve the effective development of brand marketing communication.

Community Interactive Marketing: Based on the audience brand experience interaction, including community viral marketing and other operating methods.

Brand Interaction: Let the audience participate in the interaction between the audience and the brand, the audience and the audience. A good example of the interaction between audiences and brands is Pepsi-Cola's "Pepsi-I-creation" campaign; a good example of the interaction between audiences and audiences is the Coca-Cola's Olympic torch online relay event.

Cao Fanghua (reprint please indicate the blog from Cao Fanghua)

School of Journalism and Communication, Xiamen University, advertising postgraduate, Xiamen horizontal interactive creative agency strategy director

Website: www.ieead.com

Blog: http://blog.sina.com.cn/ivu1314