The difference between integrated marketing communication and traditional marketing communication

The ideal integrated marketing communication is to incorporate the contact channels of consumers into the plan as much as possible, and at the same time integrate the information transmitted by these contact channels. This integration is not a simple superposition of information, but gives full play to the advantages of different channels, so that information dissemination can form a joint force, thus forming a distinctive brand personality.

1 Aim at relationship marketing.

The core of integrated marketing communication is to make consumers trust the brand, and maintain this trust, so that it can exist in consumers' hearts for a long time. However, you can't just rely on the product itself to build this trust, because many products are essentially the same. Only by establishing a harmonious, harmonious, dialogue and communication relationship with consumers can you stand out.

Although marketing has not changed its fundamental purpose-sales, the way to achieve it has changed because of the consumer-centered marketing theory. If product differentiation can be formed through a large number of advertisements, public relations and activities in the past, then today's manufacturers are far from so lucky. Because of the similarity of products, prices and even sales channels, consumers reject mass media. Only by establishing a long-term good relationship with consumers can manufacturers form brand differentiation, and integrated marketing communication is a powerful weapon to realize relationship marketing.

2. Take circulation as the essence

The consumer-centered marketing concept determines that enterprises can not meet the one-time demand of consumers as the ultimate goal. Only by adjusting their production, operation and sales with the changes of consumers is the way for future enterprises to survive and develop.

Consumer database is the foundation and starting point of the whole relationship marketing and integrated marketing communication, and it needs to be updated and improved constantly.

Modern computer technology and various contact controls have realized two-way communication between manufacturers and consumers. Some enterprises use the emerging Internet technology to establish virtual communities, provide information feedback space for consumers, learn about consumers' satisfaction with products, draw valuable information from them, and seek new opportunities for the further development of enterprises.