The core content of integrated marketing communication

&http://www.aliyun.com/zixun/aggregation/37954.html >nbsp; 1. Focus on existing and potential consumers, focus on communication with the target audience. Integrated marketing communication emphasizes that according to the needs of consumers, to build suitable communication model, marketing communication should have a consumer opinion rather than the marketer itself.
  2. Integrate a variety of communication methods, so that the audience more contact information. Integrated marketing communication emphasizes the integration and application of various means of communication, and carries out the best combination of advertising, PR, promotion, CI, packaging and so on, in order to reach the most effective communication influence.
  3. Image integration, information dissemination of prominent voice consistent. Integrated Marketing Communications is the technology and tools to spread all marketing (advertising, public relations, promotional activities and event marketing, etc., to adopt the same voice the same approach to the same concept of communication, with the target audience, so that the audience access to information single, clear, for the establishment of a strong corporate or brand image services.
  4. Emphasize the systematic nature of communication activities. Integrated marketing communication is a complex system engineering, emphasizing the systematization of marketing information dissemination and the concerted action of various elements in the process of communication. Management requirements are more procedural and hierarchical.
Integrated Marketing Communication planning process enterprises to implement integrated marketing communications must be through a certain planning process can be achieved, specifically as follows:
  1. Development database. The establishment of consumer database is the first task of integrated marketing communication planning, only by mastering all kinds of consumer information (including demographic data, psychological statistics and past purchase records, etc., which is the intangible assets of enterprises and the basic conditions and core of integrated marketing communication) can we develop communication strategies for existing and potential consumers. Integrate communication information and various communication tools.
  2. Define the scope of marketing communication. Define communication and communications, and plan and manage internal communication, such as employee communication, supply and marketing cooperation and promotional activities as a communication process. Conduct research and control on external communication, such as brand promotion, corporate image promotion, etc.
  3. Use marketing tools to integrate the various communication elements. This stage should consider how to use the marketing mix as a marketing communication tool, in order to implement the communication strategy to achieve the intended dissemination goals.
  4. Marketing Communication Tactical coordination. Finally, marketing planners according to the above situation, choose a variety of tactics, to achieve the goal of integrated marketing communications, such as advertising activities, public relations, direct marketing and so on.
   How to truly integrate marketing communications enterprises have a market more important than owning a factory, while owning a market has to have a strong brand. The biggest criterion for the success of a brand is the extent to which the brand is accepted by the market and the consumer, while the productThe acceptability of the card is closely connected with the form of the brand communication. Integrated Marketing communication is an effective means to make the brand more easily accepted by the audience, enterprises can use integrated marketing communication to solve the problem of corporate communication, the pursuit of maximizing the benefits of communication, and maintain the continued profitability of the enterprise. We believe that enterprises really realize integrated marketing communication, need to do the following work: 
  1. Based on the dissemination, service in marketing, clear integration objectives. If the integrated marketing communication only stays in the media integration of "making the same sound for different media", is to its simplification and single understanding, but also cannot extend its infinite to enterprise plan, production and so on each link, this blind enlargement causes the enterprise marketing the direction to displace, the dissemination loses the orientation, loses the core.
  2. The integration of corporate communications history, to achieve the maximum acceptable degree of brand. We look at foreign integrated marketing communications success stories, found that they are the spread of the history of the enterprise is a very good, systematic integration, through the integration of the past, get the right brand positioning, and can always adhere to, and make positioning is highlighted, the dissemination of ideas more clearly. Of course, for new businesses without history or brand new brands that are not known at all, businesses need the idea of integrated marketing communications because it does not have a history of communication to integrate.
  3. Clear integration ideas and integration methods. Enterprises in the implementation of integration should have a clear integration of ideas, grasp the direction of communication, the core of integration can only be one, if there are multiple core, it is not the real meaning of the integrated marketing spread. The success of integrated marketing communication depends on a set of norms and reasonable integration methods, these methods can effectively guarantee the smooth implementation of communication, to ensure that the spread of the continuous forward.
  4. To achieve a comprehensive effect, to establish a sustainable relationship. The important goal of integrated marketing communication is to communicate the consistent image of the enterprise or brand to consumers through the integration of the consistent information, and then to promote its consumption behavior, and hope to establish a sustainable relationship. This requires a strategic integration effect: Comprehensive use of various means of communication, adhere to the "one view, one voice" principle, and consumers to establish a lasting relationship, especially customer brand relationship. Integrated Marketing communication is an effective way for enterprises to cope with the spreading environment, which is a kind of communication theory adapting to the market competition, but it needs to be manipulated and grasped at the operation level, and the integrated Marketing communication without standardization and systematization is doomed and short-lived, Not only can not bring benefits to enterprises, but also let enterprises and brands to the desperate.