Network integration Marketing has achieved "Obama"

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Network Integration Marketing Concept

In-depth study of various media resources of the Internet (such as portal sites, e-commerce platform, industry Web site, search engine, classification information platform, forum community, video site, virtual community, etc., based on accurate analysis of various network media resources positioning, user behavior and input costs, according to the enterprise's objective actual situation (such as enterprise scale, Development strategy, advertising budget, etc. for the enterprise to provide the most cost-effective one or more personalized network marketing solutions called Integrated Network Marketing, also called network integrated Marketing, or called personalized network marketing can. Simply put, is to integrate a variety of network marketing methods, and the objective needs of customers effective regular, to provide customers with the best one or more network marketing methods.

Can be understood in two ways: network integration marketing is the use of network technology and network characteristics to maximize the fastest, most efficient, most accurate integration of marketing, network integration marketing is to provide valuable information for customers based on customer creation, dissemination-oriented integrated marketing concept of network marketing.

Barack Obama, the first "Internet President" in American history. Throughout the campaign, Mr Obama has made a near-perfect use of the internet's push-and-pull features-creating an unparalleled internet image of his own, raising more than 520 million dollars in campaign funding, more than a few times as many presidents have historically raised campaign funds! And it's estimated that over 85% of these funds come from the Internet, Most of them are less than 100 dollars in donations, more forcefully on the Internet platform to give opponents a heavy blow. At the time of the announcement, Obama's content-rich web site was on the line. His web site is designed to leverage social networks and interactive elements that allow users to conduct discussion groups on their websites, organize their own fundraising, watch videos, and so on. Since the beginning of the campaign, Obama generally did not accept cash at fund-raising gatherings, voters only need to leave an e-mail address, he will give voters to send an attractive election content every week. Most of the donations Obama received were small donations. For example, in January this year, 40% of donations were made within 25 dollars. Most of these small donors are spontaneous online transfers, which are very different from the traditional pattern of fundraising and fundraising dinners at the rally. Hillary Clinton, who was the Democratic presidential candidate, still relied on the traditional fundraising model.

Obama's use of the internet means not only in his active launch of the vast number of netizens, but also through more clear-cut stance to win the support of the technology industry. The report, published jointly by the San Jose Mercury, the most influential newspaper in Silicon Valley, and the centre for political reaction revealed that in the campaign, the top 20 tech companies in Silicon Valley donated 1.434 million dollars to Obama, and McCain raised 267,000 dollars, the former more than 5 times times. Among the 20 companies, the number of companies supporting Obama and McCain is 17 and 3, respectively. Obama has won important chips on the Internet.

Network integration Marketing, fully exert the characteristics and advantages of integrated marketing, so that the role of customers in the entire marketing process to improve the status. The interactive nature of the network makes it possible for customers to truly participate in the entire marketing process. Obama's campaign funding through the Internet, although most of the donations are less than 100 U.S. dollars in microfinance, but because of the large number of supporters, his online fund-raising eventually Mickle, the total breakthrough of 520 million U.S. dollars, and those who donated dozens of dollars and the donation of thousands of U.S. dollars are the same voting rights. In this way the customer not only the participation of the initiative strengthens, but also the initiative of the choice is strengthened. Not only that, in the whole marketing process to constantly interact with customers, each marketing decision to start from the consumer rather than as the traditional marketing theory, mainly from the perspective of the enterprise itself. Since the beginning of the campaign, Obama generally did not accept cash at fund-raising gatherings, voters only need to leave an e-mail address, he will give voters to send an attractive election content every week. So that each of the netizens involved in fund-raising can communicate with themselves effectively from the consumer.

21st century is an age of the internet, in an era of openness and freedom of opinion, anyone who makes good use of the Internet can become an important figure in the campaign. Mr Obama recognizes that broadband is a service that every American needs, advocates for the spread of the internet without the rich and the poor, the urban countryside, and even the possibility of broadband as a public service, so deeply loved by netizens. Identify market opportunities and marketing goals, and discover the potential needs of users, inducing communication and consumption, to guide external users to generate interest and demand.

Network integration Marketing decision process

Because the personalized demand of consumers has been better satisfied, he on the enterprise's products, the service formed a good impression that when he needed the product for the second time, he would have a preference for the company's products and services, and he would first choose the company's products and services; With these two rounds of interaction, products and services might better meet his needs. So repeat, on the one hand, the personalized needs of customers are constantly getting better satisfaction, to establish a sense of loyalty to the company's products; On the other hand, due to this kind of satisfaction is very different personalized demand, which makes the entry barriers of other enterprises become very high. In this way, the relationship between the enterprise and the customer become very close, even unbreakable, which formed a "one-to-one" marketing relationship. This theoretical framework is called network integration marketing theory, it always embodies the customer as the starting point and enterprise and customer interaction characteristics, its decision-making process is a two-way chain.

The core idea of network integration marketing must always pay attention to the consumer's value orientation or must be able to understand what is attracting consumers ' attention, coordinate the use of different means of communication, play the advantages of different communication tools, and integrate the values into the brand based on a deep understanding of consumers ' value orientation. Through the brand communication lets the consumer produce the corresponding value orientation psychological experience, lets the brand through the value orientation psychological experience deeply into the consumer mind, thus forms the brand experience, achieves the Word-of-mouth marketing, the brand dissemination goal.

Source: Guangxi Lao Wu SEO Training

Address: http://www.gxseo.org