Talk about what is integrated marketing

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"Integrated Marketing" has been a very hot word, a lot of advertising agents, E-commerce platform, portals and so on marketing organizations have always used this word to sell their ads or services. But are they really doing "integrated marketing"? In my opinion, this is not the case. They just put a pile of various types of advertising tied up for sale, such as a domestic advertising alliance for integrated Marketing, is sem+cps+ portal ads. Is this "integrated marketing"? This is at best an "integration promotion".

The starting point of the traditional marketing economics is the firm theory or the marketing idea of maximizing the profit of the manufacturer. and integrated marketing is generated in the interactive environment of the network, it is called integration is the integration of customers in, participate in, customer-centric marketing model. So, integrated marketing is not a bundle of ads but a bundle of users. Therefore, we also can not ignore: integrated marketing communication is not a tool to attract eyeballs, not highbrow elegant music, but a real solution to the problem of enterprise communication ideas and methods. Embodied in the enterprise level is to maintain the long-term profitability of the enterprise, and through the brand to obtain a higher value-added brand benefits. Because, profit is the sole goal of enterprise survival.

What is integrated marketing? As far as methodology is concerned, he is only one of the methods of communication, which aims at disseminating the efficiency of resources and maximizing the effectiveness of communication. Integrated marketing can not cover all aspects of marketing, his greater significance lies in the full use of communication.

Three basic strategies for integrated marketing:

1, consumer-centric (target marketing). namely: 4C theory: Customer needs (client demand), cost (costs, here is to meet customer demand costs), convenience (shopping convenience), communication (communication). To consumer demand as the center, to the cost of consumer demand as the center, Consumer convenience as the center, Consumer Communication as the center. To achieve these 4 centers, basically from product development to marketing target customer base will be clear. Apply a slogan: All for customers, for all customers, for the customer's everything.

2. The unity of information dissemination. This concept is the starting point for the target consumers to obtain products and even enterprise information uniformity and accuracy. The usual way to do this is to look at the "integrated marketing" that the Advertiser has just mentioned, which is actually integrated. This is an indispensable way of brand building.

3. Interactive Marketing. This is the integrated marketing process in the implementation of the marketing approach, is a monitoring of various marketing methods and process effects of the way. Simply put, communicate with consumers. Direct access to product feedback or advertising feedback from consumers. This is a process of information gathering, and this process changes the role of the consumer. Traditional marketing is "consumers please pay attention", integrated marketing is "please consumer attention." This gives consumers the initiative. Interactive marketing typically achieves three goals: (1) Collect product feedback information, its fundamental aim is to improve product function, characteristics, price and quality, so as to meet the use of consumers; (2) Collect user purchase experience, its fundamental aim is to improve the purchase process, to "consumer convenience" as the center to meet customer purchase. (3) To increase consumer loyalty, for example, the BoE encourages users to comment on purchased products in exchange for points, points can redeem coupons, coupons can be purchased next time to receive concessions. This is to increase consumer loyalty.

In general, integrated marketing is no matter how the spread of the hype, fall on the operational level are subtle drip, and this requires a little bit of standardization to control and grasp; no standardization and institutionalization for the guarantee of integrated marketing will be a failure, short-lived, not only can not really play the role of integrated marketing communication, will also put the enterprise and brand to the brink of the abyss!

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