The method of integrated marketing communication

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; 1, the establishment of consumer databases

The starting point of this approach is to create a database of consumers and potential consumers, which should include at least the information about demographic psychology, consumer attitudes and past purchase records. The biggest difference between integrated marketing communications and communication marketing is that integrated marketing communication is the whole focus on consumers, potential customers, because all manufacturers, marketing organizations, whether in sales or profit results, ultimately rely on consumer buying behavior.

2. Research Consumer

This is the second important step, which is to use information on the behaviour of consumers and potential consumers as a basis for market segmentation, believing that consumer "behavior" information can clearly show what consumers will do in the future than other information such as "attitude and intent" measurements, Because it is more direct and effective to infer future behavior with past behavior. In the integrated marketing communication, consumers can be divided into three categories: loyalty to the brand of consumers, his brand loyal consumers and volatile consumers. It is clear that these three types of consumers have their own different "brand network" and want to understand the consumer's brand network must rely on consumer behavior information to do.

3. Contact management

The so-called contact management is the enterprise can at a certain time, a place or an occasion with consumers to communicate, in the past consumers will voluntarily find product information, decide "what to say" than "when and consumer contact" important. However, the current market due to information overload, a wide range of media, interference, "noise" greatly increased. At present, the most important thing is to decide "how and when to contact with consumers" and what kind of approach to contact with consumers.

4. Developing communication strategies

This means what kind of contact management, what kind of information to disseminate, and then, for the integration of marketing communications plan to set clear marketing goals, for most enterprises, marketing goals must be very correct and in essence must be the goal of digitization

5. Innovation of marketing tools

Once the marketing goal is established, the fifth step is to decide what marketing tools to use to accomplish this goal, and obviously, if we see products, prices, access as the elements of communication with consumers, integrated marketing communications planners will have more diverse and extensive marketing tools to complete the project, the key is what tools, Which combination best assists the enterprise to reach the target of communication.

6. Combination of means of communication

This last step is to choose the means of communication that will help achieve marketing goals, and the means of communication used here can be unlimited, in addition to advertising, direct sales, PR and event marketing. In fact, product packaging, product display, store promotions, etc., as long as they can help to reach the marketing and dissemination of the objectives of the method, are integrated marketing communication is a powerful means.