What's the difference between comparing integrated marketing and traditional marketing strategies?

Traditional marketing strategies: product strategy, price strategy, distribution channel strategy, promotion strategy and marketing combination strategy.

Integrated marketing: 1. Media information integration

As far as the media is concerned, no matter what the source of media information is, it is only media information, consumers

There is no difference. The form of communication determined by language, characters, symbols, images, sounds and light,

Convey some symbolic meanings to consumers. The integration of media information is essentially a communication symbol.

"Meaning management" in digital form.

2. Integrate marketing communication tools

Advertising, promotion, direct sales, public relations and so on are all consumed through corresponding media and channels.

People convey information, but no matter what the information says, it represents a brand, a company and a marketing organization.

Users are treated in the same way. Marketing: The integration of tools is essentially the form of information.

"Meaning management".

3. Contactmanagement

D.E. Schulz's definition of "contact" is: anyone who can connect a brand, product category and any.

Market-related information and other information, the "process and experience" transmitted to consumers or potential consumers.

Testing. "Contact" includes media, marketing communication tools and other forms that may contact consumers.

Type. A proprietary research conducted by Leo Boehner Advertising Company shows that there are 102 kinds of consumers.

Different media like "advertising"-from TV to shopping bags and organized activities.

Wait a minute. D.E. Schultz believes that every contact should be a communication tool. The purpose of contact management is to

Strengthen controllable positive communication and slow down uncontrollable or negative communication that is not conducive to products or services.

Therefore, contact information helps to establish or strengthen the brand's feeling and attitude.

Degree and behavior.

4. Information transmission and integration for different target audiences.

Different target audiences and contact with different media need different communication tools.

The target audience of a company/brand has the main groups and secondary groups of its target market; have

People who play different buying roles (initiator, influencer, decision maker, buyer, user);

It also includes wholesalers, middlemen and retailers of products; There are others that have an impact on product marketing.

Groups, organizations, the public, such as government, industry organizations, raw material suppliers, etc. De e Schultz

Advocate the use of "loyalty" to distinguish consumers from brand loyalists, other brand loyalists and.

Free groups, in order to highlight IMC's value direction of taking behavior information as effect measurement. Each category

The target audience has their own buying motives, so the company needs to use different strategies for them.

These small groups in different departments have their own interests. This is the real integration strategy.

The horizontal integration of integrated marketing communication has changed the traditional advertising procedure. Traditional advertisement

Procedures are marketing objectives, target consumers, copywriting strategies, creative implementation and media decision-making.

A little. Katz Reinhardt, CEO of DDB· Needham, which advocates integrated marketing communication, said.

(keithReinhard) revised it and put forward a new advertising procedure: marketing goal one.

Choosing Japanese consumers, media positioning, communication strategy, creative execution. As you can see, one

Advertising activities can use the concept of media to dominate the concept of creativity, or first determine the advertising, the public * * *

Relationships, promotion, direct sales and other roles are distributed as marketing schemes, and then enter advertising enterprises.

Installment payment In this way, the procedure is conducive to the horizontal integration and implementation of integrated marketing communication.

Vertical integration of intransitive verb integration marketing communication

Vertical integration of integrated marketing communication, also known as vertical integration or time development integration, it

It also stems from two reasons: First, it stems from the continuous process of marketing communication, except for the above mentioned.

In addition to various media and communication tools, product design, packaging, distribution channels and pricing are all related to consumers.

Elements of communication. IMC believes that the means of communication can be infinitely broad, as long as it can help realize marketing.

And communication objectives, store promotion, commodity display, customer service, etc. They are all sharp tools for communication. The key is ...

What tools and combinations are most helpful to achieve communication goals? Second, from the perspective of marketing communication objectives.

According to the hierarchical response model, marketing communication needs to provide consumers with the comfort they need at different stages.

When information is available, consumers can continue to advance on the ladder of brand loyalty and eventually become brands.

Loyalty and supporters. In the horizontal integration, various communication tools are regarded as juxtaposed positions, but things

In fact, they have different importance and priority in different stages of achieving communication goals.

In a word, the vertical integration of 1MC is to use various forms of communicators in different communication stages.

Section, produce a coordinated-yes, gradually strengthen information, complete the established communication goals, can be from two

This paper expounds the vertical integration of 1MC from the perspective of time development;

(A) the different processes of integrating marketing activities

A successful brand is actually a brand from selecting raw materials to providing ultimate service to customers.

A business system. What consumers are willing to buy is such a complete system, not just

For the things displayed under the shelves of retailers, we summarize the development of communication strategy as the following links.

They are all symbolic and communicating with consumers. This requires integration to be consistent.

Concept, appearance and tonality.

1. Market strategy

Mainly including market segmentation and positioning. Market segmentation is to make consumers feel marketing.

"Special attention" to them; Positioning is to adapt to the specific position in the minds of consumers.

We can see the behavior of the designed products and marketing mix from many sales slogans.

Slight communication intention, such as Goldlion-a man's world (gender segmentation and positioning); Yong Fang

-The king of light make-up in the world (subdivision and positioning of use occasions) and so on.

2. Sales mix

Let's take a look at how 4P conveys symbolism from some examples:

① Product design: A lawn mower manufacturer designed its lawn mower to be noisy because

Consumers think that lawn mowers with loud noises have more power.

② Pricing: When it is difficult for people to correctly evaluate the quality of products, they often regard the price as superior quality.

Bad ratio.

③ Distribution: When Windows95 was listed in Taiwan Province Province, it took the 7-Eleven chain store as the channel, like

It is popular, popular and close to public life.

④ Promotion: A well-known frozen food lost its noble appearance because of frequent price reduction.

Elephant.

In addition, there is packaging. For example, a premium beer will be packed in aluminum cans, but

Therefore, it damaged its original noble image.

3. Brand recognition

Name, logo and basic color are the three elements of brand recognition. They are to form a brand image.

The core elements of capital.

Name: KFC fried chicken to cover up today's people.

The negative impact on frying was renamed KFC.

② Logo: puma logo of German sports equipment, with Puma as the pattern to express courage and speed.

Degree and intensity.

3 basic color: IBM has the dark blue of commercial machines, which can arouse a relaxed and quiet mood.

Experience.

4. Brand communication

In the stage of brand communication, advertising and other communication tools need to be integrated with it.

Operation. This is also one of the contents of horizontal integration.

As can be seen from the above, from the beginning of marketing strategy formulation, we should pay attention to communication with consumers.

"Brand Meaning Management". IMC is aimed at all levels of brand contact with consumers.

Continue to invest and strengthen, and adhere to the consistent image and personality of the brand. This is successful brand management.

Management requirements. The vertical integration of integrated marketing communication guides us to manage brand capital in the sense of time development.

The core elements of production (product, name, trademark, concept, advertising style, etc.). ) and extension elements (each

Communication tools and contact points between brands and consumers). In this way, no matter what occasion and time

Machine, when consumers see (hear) these brand assets, it will arouse consumers' minds.

Brand image and personality.

(b) Integration into the development of consumer relations

The level of communication goal or communication effect, if replaced by the relationship between consumers and brands.

Describe it as the concept of brand loyalty ladder. ordinary

And chatting, the higher you go, the fewer people there are, and the heavier the task of communication. Marketing communication efforts are to promote

Making consumers brand loyalists is an important goal of all manufacturers. Longitudinal direction of IMC

Integration is to determine the appropriate information that consumers need at different stages of the brand loyalty ladder.

Consistent communication goals. Let's try a simple and improved AIDAR model plus

To illustrate.

(1) consumers-attract attention. At this stage, consumers should be aware of the brand.

Existence, strong brand personality and clear positioning, especially the key to make brand products stand out.

Accordingly, the key lies in high-quality image advertising, strong public relations activities and the use of peers and products.

The influence of consumers is an important means for consumers to form a positive attitude and behavioral tendency towards brands.

(2) Intentional customers-arouse interest. Prospective customers will want to absorb more information to

Consider whether to use goods as the image of choice. But they still passively accept it. More detailed

Local product advertisements, public relations activities, media reports, news advertisements and direct sales are all books.

Appropriate communication tools.

(3) Potential customers-stimulate desire. Consumers began to actively seek relevant information in order to

Compare the oral communication and products of brands, peer groups and other opinion leaders.

Information provided by books, DM and sales staff will play a key role.

(4) customers-put into action. Become actual customers, and their information may come from reality.

International experience may also come from communication. At this stage, the purpose of advertising and public relations is to

Thirdly, it provides a guarantee, so it is of certain importance. Promotional activities are also indispensable. if

With clear customer information, the effect will be better through personnel sales and database marketing.