The Origin and development of integrated network marketing communication

The Origin and development of integrated network marketing communication

The fragmentation of media media and the personalized mutual promotion of consumer demand change the form of business society (Origin).

There is an explosion of growth in every business area that is being watched and popular, especially in China. We found that, suddenly, there are more than 60 programme channels in the television, and the newspapers and magazines on the newsstand are packed with 5 rows of 12 columns, not including those on the grid wall, and even the sky is occupied by the color of the balloon and the airship with the brand logo. We can see in addition to NetEase, Sina and Sohu, there are countless blogs, port, forum, community; In addition to Alibaba, Hui Cong, there are 4,500 business-run business-to-business websites. All of these media, media and platforms prey on the eyeballs, time and resources of 1.3 billion of people.

With the formation of most of the domestic buyers market, people's choice is no longer only, consumer demand personalized objective conditions began to mature. Take the clothing industry as an example, small batch, many varieties and even a single piece of custom-made design production mode has gradually become the mainstream. Many brand clothing attracts different classes, different age groups, different tastes and consumption capacity of the crowd. For some female consumers, "hitting the shirt" (seeing people wearing the same clothes on the street) has become an embarrassing and unusual thing.

In the enterprise marketing and promotion level, we found that a single television station, a newspaper, a magazine, a column of the network advertising has been unable to fully cover the target customer base of the enterprise. Many business owners find that the cost of advertising is high, and the customer feedback is less.

Network Marketing is a new tool and method.

When asked "What Is Network Marketing", e-mail marketing, search engine marketing, viral marketing, blog forum marketing, network media advertising, industry sites and electronic Yellow Pages landing and information release ... These words will be the most frequently mentioned. What we can hear is precision marketing, interactive marketing, direct duplex marketing, and even database marketing, which is innovative and has great potential for developing online marketing methods.

In the context of Internet and mobile Internet, many new tools and marketing methods have emerged, and new media and media have established their footing. Relying on them, many traditional companies and internet companies have access to new opportunities and brand promotions.

However, when all Internet marketing tools and methods are listed, the problem does not seem to be resolved. "What can internet marketing do?" "How does internet marketing begin?" ”

To clarify the context of network marketing.

Sales and order, brand building and management, customer relationship management and service are the most concerned in the business process of today's three aspects. We take the three aspects of enterprise management as a guide to understand the context of network marketing can be clearly displayed.

In the advent of television direct sales have quickly created a number of listed star enterprises; when the illegal SP Enterprise Short message business started, there are up to 20% of the customers who received the message chose to reply and deducted fee success. If you want to send hundreds of thousands of or even millions of of emails to get orders and sell your company's products, how much certainty can you "grab" a client? and unsolicited email mass is damaging to the brand, in some countries is seriously illegal. At the same time, as a registered member of some sites, we are often willing to actively subscribe to e-mail messages, such as Dangdang's promotional and discount information messages.

Visible, now, the larger role of email marketing is not to get orders and sell products. e-mail applications are more appropriate in customer relationship management and services.

The emergence of search engine marketing has greatly changed the traditional mode of transaction. The concept of "salesmanship" has become blurred. We want to look for products and supply information that we want to buy, and search engines are trying to provide you with the results that are closest to what you want, and at the right time, you can find more choices. The bridge between sales and purchase is too natural. Consumers and buyers have more initiative, only to see the relevant information content, and vendors and retailers can achieve only the sales of information to inform the relevant needs of people, this is the most typical implementation of precision marketing.

There are brand building, as well as customer relationship management and services. Different network marketing tools and methods play different roles in the process of enterprise management.

Integrate the future of network marketing communication.

Innovation and competition are the eternal themes of the development of commercial society. In the next 5 years, media, media fragmentation, the development of personalized demand will continue to deepen. It is an important guarantee for the success of enterprise marketing to make full use of the new tools and methods of network marketing. We can infer that the future of E-commerce is what? Maybe she has a great connection to the integrated network marketing communication ... (By:probiz-yehai)