Tao Youdao: Traditional enterprise network integrated marketing Way

In the stock market, there is a false proposition: put the eggs in the same basket, or put the eggs into a few pieces in different baskets, no matter how the answer, the final goal is the same: to seek the maximization of profits. In today's network of the impact of the tide, small and medium-sized enterprises are facing the same problem, and the integration of marketing concept of the emergence of more enterprises to clear the direction.

In the industry, integrated marketing has been hailed as the product of the rapid development of social economy, it is from USP (unique sales proposition), positioning and other traditional world marketing theory evolved, is the marketing tools and ways more and more enterprises have an important impact on the background of attention and attention. Especially under the influence of Internet tide, enterprise marketing means more diversified, and the integration of marketing tools has become an inevitable choice for enterprises to face market competition.

In the enterprise integrated marketing means and tools, O2O, buy, sem and SEO these four categories are very much concerned about the traditional network marketing. It is not difficult to find that these four kinds of marketing methods have a common feature is that the tracking of data is very intuitive and clear. From the relevant statistical agency testing, enterprise SEM advertising investment has accounted for the entire corporate advertising budget 70% 80%, coincidentally, the 2012 Internet search engine local giant Baidu's annual revenue exceeded the CCTV data also confirmed this point.

Enterprise Integrated Marketing is definitely not a case, but the trend of social development. This is because in the context of socio-economic development, the channels of social products and choices are more diversified, and consumers ' individualized needs are fully developed, and the way of selecting and accepting products and enterprises ' information has more diversified choices, and the consumers themselves are influenced by many factors such as living environment, education level and consumption mode. , Enterprise single marketing way has been far from being able to keep up with this trend of development. For example, when consumers choose to eat, in the diet taste, the consumption ability, the dining demand and the dining convenience choice will result in the different result, may appear on-line to order the meal, the telephone or the handset to order the meal as well as the purchase voucher and so on form consumption, its and the enterprise corresponding marketing way also is different respectively.

Enterprise integrated Marketing is inevitable and more and more new marketing tools appear has an important relationship, the most typical performance is mobile phone mobile internet development brought by the app enterprise application. App Marketing is the product of WAP marketing development to a certain stage, both of which come from the importance of the enterprise to mobile marketing.

As an important part of enterprise integrated Marketing, app has formed a complementary whole with the traditional network marketing tools such as SEM and SEO, and the smartphone as the fifth media, has provided the important support for the enterprise to win the opportunity in the market competition. "With the rapid growth of smartphone users, app marketing has opened up a bellwether for enterprise integrated marketing." "Tao Youdao CEO Zhou Jianchu pointed out that the app marketing has unmatched characteristics, first of all, in the way information dissemination, enterprises through the smartphone application to display product or brand information, users to actively download the app and use the acceptance of information dissemination, due to the screen size of mobile devices, The amount of information displayed on the mobile screen is very limited, the user's attention is more concentrated, which provides a better marketing environment for the corporate brand. Next app has the characteristics of precision, location, interactivity, high user stickiness and sub marketing communication, through the app enterprise can transmit the information directly to the accurate user, the information wastage rate is very low, the marketing effect controllable in the enterprise hands, Through mobile internet for the Enterprise brand value-added to become a lot of enterprises in the integrated marketing of a necessary link.

Another reason that app marketing is being paid attention to is the change in market consumption behavior, according to the latest data: 2012 Mobile internet users accounted for 74.5% of the total, mobile phone has become the largest Internet terminals, the use of smartphones and tablets of the user base is at an alarming rate of growth, At the same time, the user's consumption patterns, consumption habits and consumption behavior are changing. Tao Youdao CEO Zhou Jianchu that "mobile terminals have the exclusive, in-depth interactive and accurate positioning can fundamentally change the consumption behavior." ”

In fact, enterprise integration marketing in foreign countries has become the mainstream of marketing strategy, especially the application of app marketing has been very popular, Coca-Cola, BMW and other well-known brands have made full use of the new marketing methods of consumer fragmentation of time, the greatest degree of interaction with users, and users at any time, anywhere, Personal communication and dialogue, to shape and consolidate the brand status for the further expansion of the market and seek new business opportunities to provide maximum help.