Integrated marketing based on media diversity

As I understand it, not necessarily, the so-called integrated marketing, that is, in the various media and advertising forms of understanding and understanding, based on the customer's stage, the customer wants to achieve the goal, as well as the customer to achieve this goal of the desired time and the budget prepared for the customer to assemble the best solution, including in the different stages of the selection of those media, the use of what type of advertising, different media and the proportion of advertising, advertising campaign planning, advertising copy creative, and ultimately perfect implementation, to achieve customer goals.

Many types of media, first simple into the offline media, online media, online media can be divided into many kinds of portals, search, software, mail, forums, blogs, SNS, video sites, WAP ... And there are many forms of advertising, according to billing form can be divided into CPT, CPM, CPC, CPA, PPC, CPS and many other kinds, according to the form can be divided into: soft, rich media, keywords, banner, text chain, mail, BT (Behavior targeting Service, Behavior-oriented advertising services, such as window, etc. so many combinations can be combined according to the principle of many kinds, but some are not reliable, such as the search engine is difficult to do according to CPT billing window ads;

Network media and network advertising after so many years of development, has formed some more fixed routines, such as brand marketing (including public relations), search engine marketing, mail marketing, Alliance effect marketing, Precision marketing, Word-of-mouth marketing, Community marketing, SMS marketing ... Generally speaking of these nouns, we will know what is going on.

Many people will be concerned about, so many forms of advertising, which is effective? The answer is: all works, in fact, if a form of advertising is proved to be ineffective, then this form will not exist, is effective; for the network advertising, the real learning is how to integrate these forms of advertising, determine the proportion, scheduling, the most important is the enemy.

If you stand on the advertising company's point of view, the so-called confidant, is to know their own different media, different forms of advertising characteristics, the so-called know, that is, need to know the needs of customers; On the other hand, standing in The Advertiser's point of view, the confidant is to know their needs, and know that is to understand the different media, different forms of advertising characteristics, of course , the simple thing is to understand the advertising company.

Determining which media and advertising forms to use, as well as determining the specific gravity and scheduling of the basic elements is 4 points: status, objectives, time and budget; In general, the shorter the time, the more budget is needed, and vice versa, in the context of the identified status and objectives, and, of course, for advertisers, many times they need The two points in the budget determine the 3rd (the status quo is certainly known), for example, for an integrated marketing expert, if you know the goals and the budget, then it should be clear how long it will take to reach the goal under this budget; Most advertisers have a clear idea of goals and budgets from what I've learned. , and only a small number of professional advertisers will focus on the time, in addition, we all know the status quo, but few people in the marketing plan to really consider this.

For example:

For example, a new E-commerce Web site, the status quo is very clear, is 0, and his goal is to achieve a sunrise within six months of 100 million pieces of clothing, this knows the status quo, goals and time, then his budget is ready, millions of obviously not reliable, right? At least tens of millions of, the budget is tens of millions of. Finally, the status quo, goals, time, budget is clear, you can make their own marketing plan, then for such sites, he should use the marketing model is: the net, in the early stage to the portal brand advertising, although the ROI is not very high, But you have to sacrifice ROI for time; the other is a small proportion of Word-of-mouth marketing, Alliance effect marketing, as for search engine marketing can be ignored, because at that time and not many people know that online can buy clothing, let alone search. This is a stage, of course, at the next stage, it needs to be based on new goals, budget, time to determine the new marketing plan;

Another example is that a well-known integrated E-commerce site, in the domestic development of 6, 7 years, has done a certain scale and a certain degree of visibility, his 07 sales are X billion, hoping to reach X*2 billion in 08, the budget is 10 million (obviously not as above), then he should adopt a different way of marketing, Basically will be the general Alliance effect marketing and search engine marketing mainly, almost each accounted for 40% of the appearance of other marketing methods, including brand marketing, mail marketing, PR add up also 20%.

So all marketing models are effective, but there is no one model for all the site, but need to be based on their own situation to combine; now we have hundreds of millions of hair on this side, every day there are a lot of shopping site initiative to find out, I hope to cooperate with our CPS, a large part of it is Because for some new No brand shopping site, CPS will not be effective, CPS is divided by sales, we have to help customers sell things to get commission, ask, a completely unknown site, who will go to buy things? No one to buy things, even if 100% of the split, but also 0, the advertisers have no meaning for billions of hair, so for this kind of shopping sites, we generally recommend to its more meaningful marketing model.

First of all, a summary of the recent thinking on integrated marketing, there will be time to explain the different media and different forms of advertising characteristics, and the appropriate stage of the advertisers.

Attached, standard integrated marketing concept:

Integrated marketing is a systematic combination of various marketing tools and means, according to the environment of real-time dynamic correction, so that the exchange between the two sides in the interactive realization of the value of the proliferation of marketing ideas and methods.
Integrated Marketing is a series of marketing work to plan, implement and supervise the brand in order to establish, maintain and disseminate the brand, and strengthen the customer relationship. Integration is to integrate each independent marketing marketing into a whole, to produce synergy effect. These independent marketing activities include advertising, direct marketing, sales promotion, personnel promotion, packaging, events, sponsorship, and customer service.