The era of interactive marketing: marketing like marriage

Atl:above the line.

Btl:below the line.

ATL and Btl basically constitute the http://www.aliyun.com/zixun/aggregation/38584.html "> traditional marketing, through the ATL airing, bombing to achieve rapid promotion of brand awareness Through BTL to achieve road performance, on-site promotions, so that consumers and brands close contact.

So the main function of ATL and BTL is to let consumers form brand cognition (general awareness), so there is a positioning, integrated communication, USP and so on classic marketing theory, so through positioning to occupy an effective consumer mental space Providing the best interests of the brand to fit the consumer's needs through USP, and achieving a clear and consistent image perception of the brand through integrated marketing communication.

Of course, this is the traditional media to control the social Information environment under the background of the effective marketing model, because consumers understand the brand in addition to marketing information, other channels are relatively few, so there is the spread is marketing, marketing is the dissemination of such a hutong marketing concept.

Interactive Marketing

The development of the network, so that the social Information environment has undergone a change in nature. Network information access to the initiative returned to consumers, consumers have the right to choose their favorite information, but also have the right to refuse their interest in the information to appeal way.

So airing's ATL consumers can turn a blind eye; sensational BTL consumers. And consumers of the brand in addition to the brand to understand the demand, but also to obtain more non-brand itself issued by the brand-related information. As a result, changes in the marketing environment have prompted changes in the marketing model:

Interactive marketing, is the audience and brand contact each link with the consumer equal dialogue, respect for the IQ of consumers, the essence of marketing from communication to communication.

In this process, some brands in order to continue to cheat consumers, there is the so-called EPR, the so-called network big hands and so on.

Of course, interactive marketing is not a substitute for ATL and BTL, but complements each other. If brand marketing is compared to a ball, then ATL and BTL are equivalent to posters and invitations, and interactive marketing is the stage, through which the brand and consumers have an interactive platform, and consumers and consumers have a platform for communication. Therefore, the integration of traditional marketing and interactive marketing constitutes an interactive integrated marketing communication.

CRM

The relationship between brand and consumer is an ongoing relationship, that is, the hope is that the ball can be a daily living, that the consumer will come to the party on a regular basis, and that "the cost of attracting a new customer is 6 times times the cost of retaining an old customer", so we want to keep in touch with him after the customer comes to a ball. It is the importance of customer relationship management that they continue to attend our dance.

Therefore, the interactive and integrated marketing communication is mainly to establish the value exchange between the audience and the brand before the sale, and CRM is to maintain the benign and continuous interaction between the audience and the brand. Through ATL and btl to both sexes, through interactive marketing let them fall in love and even get married; CRM lets each other run a marriage. (and his mother verified the old horse's words: the essence of all relations in the world is the relationship between men and women, haha)

Of course, still rarely see the ATL, BTL, Interactive Marketing, CRM integrated application of a good case, of course, may be I am ignorant, if you found that you must tell me, thank you!

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Winter is Coming,

For traditional advertising

This is indeed a winter

Is spring far away?

For interactive marketing, network integrated marketing communication

Spring is not far.

Cao Fanghua "Network integration Marketing communication strategy", your winter fodder!

"Network integration Marketing Communication Strategy" (ebook) Download address:

Http://www.leonleo.com/Internet_Con.rar

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