Integrated Marketing

Integrated marketing integrated marketing (IntegratedMarketing) is a systematic combination of various marketing tools and means, according to the environment for immediate dynamic correction, in order to make the exchange of both sides in the interaction to achieve value-added marketing concepts and methods. Integration is the synthesis of separate marketing efforts into a whole in order to produce synergistic effects. These separate marketing efforts include advertising, direct marketing, sales promotion, staffing, packaging, event sponsorship, and customer service. Strategically review the integrated marketing system, industry, products and customers, so as to develop an integrated marketing strategy in line with the actual situation of the enterprise origin of integrated marketing" theory was produced and popular in the 1990s, by the United States of America, Northwestern University marketing professor Don Schultz (DonESchultz) proposed. Integrated marketing is "according to the enterprise's objectives to design a strategy, and dominate a variety of corporate resources to achieve strategic goals. Media integrated marketing as "integrated marketing" branch of the application of the theory, in short, from the "communicator-centered" to "audience-centered" mode of communication strategy shift. Integrated marketing advocates a clearer concept of consumer orientation, thus, the theory of integrated media marketing should have important guiding significance and practical value for the development of media industry under the new reform situation in China. Integrated marketing is to reorganize enterprise behavior and market behavior with consumers as the core, use various forms of communication in a comprehensive and coordinated way, with a unified goal and a unified communication image, deliver consistent product information, realize two-way communication with consumers, quickly establish the status of the product brand in the minds of consumers, establish a close relationship between the product brand and consumers in the long term, and more effectively achieve the purpose of advertising communication and product marketing. The purpose of advertising communication and product marketing can be achieved more effectively. Today on the Internet, microblogging, blogs, microblogging, forums, posting, etc. are businesses concerned about the marketing "bread", the emergence of each marketing channel will inevitably lead to a small wave of the industry. The State Administration for Industry and Commerce announced a set of data show that: life expectancy of more than 5 years less than 4% of the enterprise. The Internet as a carrier, in line with the network communication methods and concepts to carry out the implementation of marketing activities, become an enterprise to extend the brand's credibility and brand influence, and enhance the economic benefits of an effective way. Integrated marketing is meeting the current needs of enterprise marketing, to achieve the best marketing results, is the leading marketing approach, the future will also dominate the Internet marketing. Neglect the Internet's ability to disseminate information, even the best products will be drowned in the vast Internet. Integrated marketing can make each marketing channel associated with each other to promote, complement each other, to achieve the effect of 1 +1>2. In fact, and even in the future, the real Internet marketing should be both interactive communication, activity marketing, event marketing, seo, SEM, SPR media resources integration and other comprehensive means, so that integrated marketing can be a more efficient means of corporate information to their own target users, partners and other groups of rapid transmission. The theme of "integrated marketing" is the most important theme about the target market is more targeted argument. Instead of targeting the majority of the general public, marketing is aimed at a smaller group of customized consumers. The "tailor-made" approach maximizes the goal of meeting consumer needs. The goal should be to optimize the response to the consumer's needs and minimize wasted effort. It is in this sense that the ideal marketing philosophy can be achieved: marketing needs to be integrated with the needs of a wider range of target consumers. Another valuable theme is that integrated marketing should be about the consumers themselves, i.e. it requires a holistic view of the consumer. A consumer is not just an individual who buys our products (e.g., jeans) at a certain time; the concept of a consumer is more complex. The same consumer who buys jeans is likely to buy other clothing to go with the jeans, which is often the case. Therefore, looking at the consumer from multiple perspectives creates more opportunities for consumers not to make "one-time purchases" or repeat purchases of the same item. We can also consider the system's "cross-selling" and "upstream selling". This element is effective from all perspectives of consumer behavior. Marketing needs to integrate other perspectives of consumer behavior across time. The third theme is that integrated marketing must take into account how it communicates with consumers. There are more 'points of contact' or 'touch points' between the consumer and the brand than can be achieved through media campaigns alone. Consumers have a deeper understanding of the product when using the product, open the package to see the product, call the sales phone are a kind of communication, consumers talk to each other also generated a "viral" sales opportunities. 2012 the rise of the SoLoMo business model: that is, Social (social), Local (local), Mobile (mobile), connected is SoLoMo (SoLoMo), social local mobile, i.e., social plus localization plus mobile, which represents the future trend of Internet development. SoLoMo digital integrated marketing model: refers to the enterprise in order to promote the sale of products and the use of the Internet and other means to carry out a series of marketing behavior, is based on the Web3.0 Internet marketing, driven by the user's value, emphasizing the interaction with the user's communication and interaction interactive marketing communication. The marketing communication. According to Schultz, the traditional 4P (product, price, channel, promotion) as the core of the marketing framework, the emphasis is on product-oriented rather than real consumer-oriented, the manufacturer's business philosophy is "consumers please pay attention". In the face of the new changes in the market environment in the 1990s, enterprises should gradually dilute the 4Ps and emphasize the 4Cs in their marketing concepts, and manufacturers should pay more attention to consumers in their business philosophy. According to Schultz, the core idea of integrated marketing communication is to integrate all resources inside and outside the enterprise as a means to re-engineer the production behavior and market behavior of the enterprise, and to fully mobilize all the positive factors in order to achieve the unified communication goals of the enterprise. IMC emphasizes on the multi-faceted contact with customers, and disseminates a consistent and clear corporate image to the consumers through the contact points. It has the following characteristics:-In integrated marketing communication, consumers are at the center. -A deep and comprehensive understanding of consumers is based on the establishment of a database. The core of integrated marketing communication is to cultivate a true "consumer value" perspective, and to maintain a close and long-term relationship with those consumers who are most valuable. -Communication is underpinned by an essentially consistent message. No matter what media a company utilizes, the message of its products or services must be clear and consistent. -Communication is carried out through the integrated use of various communication media. Any process or experience that delivers a brand, product category, or any market-related message to consumers or potential consumers is considered a communication medium that can be utilized. Subsequently, integrated marketing communication began to expand into integrated marketing. 1995, PaustianChude first put forward the concept of integrated marketing, he gave a simple definition of integrated marketing: integrated marketing is "according to the goal of designing (enterprise) strategy, and dominate (enterprise various) resources to achieve corporate goals". Philip Kotler in the "marketing management" book from a pragmatic point of view to reveal the implementation of integrated marketing, that is, all departments in the enterprise for the benefit of the customer and *** with the work; so that the integrated marketing includes two levels of content: one is a different marketing function - sales, advertising, product management, after-sales service, market research must be coordinated; the second is the marketing department and other departments of the enterprise, such as production Second, the marketing department and other departments of the enterprise, such as production, research and development departments and other functional departments of the synergy. Although the definition of integrated marketing is still very controversial, but their basic idea is the same, that is, centered on customer demand, change the one-way appeal and indoctrination, for two-way communication. Establish the status of the product brand in the minds of consumers, establish a long-term relationship, and achieve a win-win situation for consumers and manufacturers (Win-Win). Generally speaking, integrated marketing consists of two levels of integration: one is horizontal integration and the other is vertical integration. Horizontal integration includes three aspects:The integration of information content. All of the enterprise's activities in contact with consumers, regardless of the way it is media communication or other marketing activities, are in the dissemination of certain information to consumers. A company must integrate all of these messages to deliver a consistent message to consumers based on the company's desired communication objectives. Integration of communication tools. In order to maximize the effect of information dissemination and save the enterprise's communication costs, it is necessary for enterprises to integrate various communication tools. Therefore, according to the way different types of customers receive information, the enterprise should measure the communication cost and communication effect of each communication tool, and find out the most effective combination of communication. Integration of communication element resources. Every move, every word and deed of the enterprise is to disseminate information to consumers, it should be said that communication is not only the task of the marketing department, but also the responsibility of the entire enterprise. Therefore, it is necessary to integrate all the resources (human, material and financial) associated with the communication of the enterprise, and this integration can also be said to be the integration of contact management. Vertical integration includes four aspects:Market positioning integration. Any product has its own market positioning, which is formulated on the basis of market segmentation and product characteristics of the enterprise. No marketing activity can jeopardize the market positioning of a company. Integration of communication objectives. With a defined market positioning, we should determine the communication objectives, what kind of effect do we want to achieve? How high visibility? Disseminate what kind of information? These should be integrated, with a defined goal to better carry out the work behind. 4P integration. Its main task is to design a unified product image according to the market positioning of the product. Each P should be harmonized to avoid conflict and contradiction. Brand image integration. It is mainly the integration of brand identification and the integration of communication media. Name, logo, basic color is the three major elements of brand identity, they are the central elements of the formation of brand image and assets. The integration of brand identity is the integration of brand name, logo and basic color to establish a unified brand image. The integration of communication media is mainly the integration of the content of communication information and the integration of communication channels to obtain the best effect with the minimum cost. Definition of integrated marketing is to synthesize each independent marketing into a whole, *** with the synergistic effect, to create maximum profit for the enterprise. Of course, integrated marketing should be based on the development needs of the target company, can see the effect of short-term recovery of funds, but also according to the strength of their own company in all aspects, contacts, the ability to create how much value for the target company to ensure that these experts have the real guys, and is the target business needs, the whole process also need to be constantly innovated, optimized, perfected, tested, enlarged, and must strive to achieve the first counterparts. Integration is to the independent marketing synthesized into a whole, in order to produce synergistic effects. These independent marketing efforts include advertising, direct marketing, sales promotion, staff sales, packaging, events, sponsorship and customer service. Marketing characteristics ① In integrated marketing communications, consumers are at the center. ② A deep and comprehensive understanding of consumers is based on the establishment of a data base. ③The core work of integrated marketing communication is to cultivate a true "consumer value" perspective and to maintain a close and long-term relationship with the most valuable consumers. ④Communicate with the support of a message that is essentially the same. No matter what media a company utilizes, the message of its products or services must be clear and consistent. ⑤ Communicate through the integrated use of various communication media. (6) Follow the trend of mobile Internet development, especially after the extension of the Internet to the mobile Internet and the intelligentization of cell phone terminals, the new technology has brought unprecedented subversion and impact on the original PC Internet, and in this process, it should keep an eye on the market demand and integrate the existing resources, including horizontal and vertical resources. Become a mobile marketing value integrator and disseminator. Such as the excellent mobile marketing integration service provider percent of the Tonglian has covered the financial, automotive, IT digital, real estate and other industries, has a number of typical cases and successful users. Operation folding operation idea 1. Integration as the center focuses on the consumer as the center and all the resources of the enterprise comprehensive utilization, to achieve a high degree of integration of the enterprise's marketing. Integration includes the integration of the marketing process, marketing methods and marketing management, as well as the integration of internal and external business, logistics and information flow.2. Stressing the systematic management of the overall configuration of all resources in the enterprise, the enterprise at all levels, departments and positions, as well as the head office, subsidiaries, product suppliers, and dealers and related partners to coordinate action, the formation of competitive advantages.3. Emphasizing the coordination and unification of enterprise marketing activities. Coordination and unity of the coordination of enterprise marketing activities, not only within the enterprise links, the coordination of various departments, but also emphasizes the enterprise and the external environment, *** with the efforts to achieve integrated marketing.4. Focus on scale and modernization of integrated marketing is very much focused on the scale of enterprises and modernization of the business. Scale not only enables enterprises to obtain economies of scale, but also for the effective implementation of integrated marketing provides an objective basis. Integrated marketing also depends on modern science and technology, modern management tools, modernization can provide effective protection for the implementation of integrated marketing. Folding countermeasures 1. Revolutionary enterprise marketing concepts to set up the concept of marketing; to set up a scientific, modern marketing concept; to set up a systematic, integrated marketing concept. 2. Strengthen the modernization of the enterprise's own construction of the enterprise to establish a modern business system; including the enterprise's interest mechanism, decision-making mechanism, power mechanism, restraining mechanism, etc.; modernization of the business management facilities; to have a modernized Management personnel; strengthen the organization construction, improve the management system, focus on the scale of the enterprise, as well as other aspects of the rationalization of the enterprise construction. 3. Integration of the enterprise's marketing on the internal and external implementation of the integration of the system integration; integration of enterprise marketing management; integration of the enterprise's marketing process, marketing and marketing behavior, to achieve the integration of integration; integration of the enterprise's business, logistics and information flow, to achieve the integration of the three streams. 4. 4. Drawing on advanced foreign experience Chinese enterprises should actively learn from the advanced management experience of foreign enterprises, especially the management of multinational corporations, multinational corporations integrated marketing, such as: CIMS system, MRP-II system, advanced multinational management, advanced technology means management, etc., for China's enterprises to carry out integrated marketing services. Folding network marketing network integrated marketing 4I principle: Interesting fun principle, Interests benefit principle, Interaction interaction principle, Individuality personality principle. Interesting principle of gossip is a hot pass, interesting advertising to attract young people's eyes. Interaction principle network media is different from the traditional media, another important feature is its interactivity, if you can not fully tap the use of this usp, the new bottle of old wine, directly along the traditional advertising techniques, is tantamount to buy a casket. Coupled with the network media in the dissemination of traditional media on the level of the loss of the "mandatory", so that the "shortcomings and avoid strengths", one-way bulletin marketing, certainly not the future of network marketing, only fully tap the interactivity of the network, fully utilize the characteristics of the network and consumer exchanges, in order to avoid the shortcomings of the long and shortcomings of the network marketing function to play to the extreme. Do not let consumers simply receive information, the progress of digital media technology has allowed us to very low cost and great convenience, so that the interaction in the marketing platform to play a big role. Consumers can participate in the interaction and creation of online marketing. The pottery you make in a pottery bar is precious because it is made with your own sweat. In the same way, the consumer's personal involvement in the interactive and creative marketing process will etch a deeper brand imprint in the cerebral cortex sulcus. Treating the consumer as a subject and initiating an equal interactive exchange between him/her and the brand can bring a unique competitive advantage to marketing. The brands of the future will be half-baked, half defined by consumer experience and engagement. Of course, it's important that marketers find ways to be able to lead and dominate the interaction between the two. The principle of individuality, YOU, has been nailed to an unparalleled height, so the reflection of YOU's towering figure projected in marketing is I! Contrast "everyone on the street is wearing", "the whole of Beijing only this one, exclusively for you!" You will understand that exclusive, individuality is obviously easier to capture the hearts of consumers. Because personalized, so precise, because exclusive, so attractive. Personalized marketing, so that the consumer psychology to produce "focus attention" sense of satisfaction, personalized marketing is better able to cast consumers, more likely to trigger interaction and purchase action. However, in the traditional marketing environment, the cost of "personalized marketing" is very high, so it is difficult to promote it widely, and only a very few brands taste the luxury feast for a very few times. But in the online media, the characteristics of the digital stream makes it easy and cheap to segment a small group of people, or even a person, to do one-to-one marketing has become possible. (This is especially true in wireless marketing.) Folding the meaning of subversion integrated marketing is a revolution, integrated marketing means change. There are two ways to think about change: you can think, where you come from; you can think, where you will go. Regardless of how change is coming, we expect to reach a **** knowledge that change is necessary. Marketing with the times:1. Must be more strategic in creating strong brand concepts to achieve corporate strategy.2. Must focus on the entire process of engaging with the customer, leading a comprehensive customer experience that is integrated with strong brand concepts.3. Must provide a customized customer experience tailored to the needs of the customer in a way that can be marketed to a large number of customers. Two-way three-dimensional five-step promotion method two-way: channel planning and positioning of own channels: to create your own Internet sales operation resources ----------- corporate website mall (store) blog microblogging cooperation channels: to create a suitable third-party network for your Internet promotion resources ----------- forum B2B (trade website) classified information video news platform Baidu products three-dimensional: multilevel marketing System Horizontal Coverage: Seize the network channel access and information coverage that suits you, display corporate information and image, so that customers can find you, know you, and generate the willingness to buy; Vertical Depth: Each access to the Fortress Connection, the coverage of the information convergence and enhancement of the customer to understand you, trust you and rely on you to create network sales; Orientation Services: Planning and organizing industry-related events, soft copy, viral marketing, according to the customer regional distribution and occupational distribution of targeted promotion. Distribution and occupational distribution of targeted promotion, the development of potential customers; five steps: marketing implementation of the positioning of the first step to grab the land: customers may appear on the platform to seize, so that customers have the opportunity to find you, find you; step 2 preliminary understanding: seize the land for effective information dissemination, the customer to find you when you have a preliminary understanding; step 3 to strengthen the impression: improve the information, the effective development of the various channels, the customer to recognize you And have a good impression; Step 4 to increase trust: each channel access information convergence, so that customers trust you to buy; Step 5 should be the situation: with the event, soft, viral marketing detonation and dissemination, so that more Internet users to find you, relying on the basis of the previous, to develop more potential customers. Folding notes integrated marketing, with a wide range of information resources, fast dissemination speed, but at the same time, if the information does not get effective attention will also cause the dissemination is not wide, flooded with information. More precise positioning and entry, can better arouse the attention of people's interaction **** Ming, is the network integrated marketing of the top priority. For enterprises to provide the most personal and practical word-of-mouth marketing, search marketing, blog marketing, microblog marketing, brand promotion, crisis public relations, public opinion detection, event marketing and other specific services. In the process of network promotion, with precision as the goal, we mainly do SEO search engine optimization, product website + topic, soft text encyclopedia Q&A, forum interaction, microblogging, and accurate rich media hard advertising. Combined with a variety of forms, it allows consumers to have a deeper understanding of the product. The use of online media for dissemination, precise placement of the target is first to optimize the SEO search engine, through the optimization of SEO engine to actively influence the search results, according to the technical characteristics of the search engine, take the initiative to cater to the search engine, so as to achieve the netizens are more likely to search for the letter to the letter brand and the product has a value of the purpose of valuable information to occupy the search page of the first few pages. SEO as the center, do a good job of keyword maintenance, through these keywords, the establishment of a smooth channel to obtain information, guide the direction of public opinion, to create a good reputation. The only way to do the above points, in order to better cater to the needs of customers, to meet the current consumer psychology, but also to really start integrated marketing. Folding editorial strategy folding promotion method information release will be related to the website promotion information released in other potential users may visit the site, the use of these sites to obtain information on the user's opportunity to achieve the purpose of website promotion, applicable to the release of this information on the website, including online yellow pages, classified ads, forums, blogs, blogs, supply and demand information platforms, industry websites, and so on. Information dissemination is one of the common methods of free website promotion. Email is used as the main means of website promotion, and commonly used methods include e-newsletters, member newsletters, and email advertisements from professional service providers. Email marketing based on user permission is different from spam (Spam), permission marketing has obvious advantages over traditional promotion methods or unauthorized Email marketing, such as reducing the nuisance of advertisements to users, increasing the accuracy of potential customer targeting, enhancing the relationship with customers, and improving brand loyalty. Resource cooperation through website link exchange, exchange of advertising, content cooperation, user resource cooperation, etc., with similar goals between the website to achieve the purpose of mutual promotion, which is the most commonly used resource cooperation for the website link strategy, the use of partners to promote each other between the website visits resource cooperation. Each enterprise website can have their own resources, this resource can be expressed as a certain amount of visits, registered user information, valuable content and features, network advertising space, etc., the use of website resources and partners to carry out cooperation, to achieve the purpose of resource *** enjoyment, *** with the expansion of revenue. In these forms of resource cooperation, the exchange of links is one of the simplest forms of cooperation, and surveys have shown that it is also one of the effective ways to promote new websites. Exchange links or reciprocal links, is a simple form of cooperation between websites with certain complementary advantages, that is, in their own websites placed on each other's website LOGO or website name and set up hyperlinks to each other's websites, so that users can find their own websites from the cooperative website, to achieve the purpose of mutual promotion. The role of the exchange of links is mainly manifested in several aspects: to obtain access, increase the impression of the user browsing, in the search engine rankings to increase the advantage, through the recommendation of the partner site to increase the credibility of the visitors and so on. Exchange links have a deeper meaning than whether the direct effect can be achieved, in general, each site tends to link to other sites of high value, and therefore access to other sites of the link also means access to partners and a field of similar sites recognized. Forum search search engine promotion refers to the use of search engines, classified directories and other network tools with online retrieval of information functions for the promotion of the site. As the basic form of search engine can be divided into web spider type search engine (referred to as search engine) and search engine based on artificial classified directory (referred to as classified directory), the form of search engine promotion also has the method based on search engine and the method based on classified directory accordingly, and the former includes search engine optimization, keyword advertisement, fixed ranking, advertisement based on the positioning of the content and other forms, while the The latter mainly involves website logging in the appropriate categories of classified directories. With the further development and change of search engine form, some other forms of search engine also appear, but mostly based on these two forms. Search engine promotion methods can be divided into many different forms, the common ones are: register free classified directories, register paid classified directories, search engine optimization, keyword advertisement, keyword bidding ranking, webpage content positioning advertisement and so on. From the development trend, search engine in network marketing position is still important, and by more and more enterprises recognized, search engine marketing way is also in the continuous development and evolution, therefore should be based on the changes in the environment to choose the appropriate way of search engine marketing. Fast URL that is the rational use of the network name, generic URLs and other similar keywords site shortcut access to achieve the site promotion methods. Shortcut URL using natural language and website URL to establish its correspondence, which is accustomed to the use of Chinese users, provides great convenience, the user only need to enter than the English Web site to be more memorable shortcut URL can access the site, with their native language or other simple vocabulary for the site to "replace" a better remembered, more likely to reflect the brand image of the site, such as selecting the enterprise name For example, choose the name of the enterprise or trademark, the main product name as the Chinese URL, which can greatly make up for the shortcomings of the English URL is not easy to publicize, because there is a certain value in the promotion of the URL. With the increase in the number of enterprises registered shortcut URL, these shortcut URL user data can also be equivalent to a search engine, so that when users use a certain keyword search, even if the Chinese URL registered with a site is not the same, there is the same opportunity to be found by users. Folding marketing techniques integrated marketing techniques can be subdivided into the following points:1, any marketing approach should be integrated into the search ideas. Soft marketing, forum marketing, microblogging, video, social media marketing, network public relations and other marketing methods should be integrated into the idea of search marketing, because in any kind of marketing needs to be searched.2, social media marketing should be integrated into the idea of network public relations. Social media can interact with customers, you can quickly disseminate information, this time to always monitor the customer's reaction, many business crises have erupted from here, once the customer is found to have an adverse reaction, we must deal with it in a timely manner, to eliminate the hidden dangers. 3, news marketing and social media combined. An event out, you can first take the form of news reports to promote, and then in the news as the reason for the dissemination of social media, and social media statements can be used as a source of news marketing content. 4, video marketing and can be a combination of advertising and marketing. Video marketing can be spread in a "silent" way, while hard advertising is the opposite. The combination of the two methods will give customers a huge impact. Folding editorial evaluation in the industry, integrated marketing has been hailed as a product of rapid socio-economic development, which evolved from the USP (unique selling proposition), positioning and other traditional worldwide marketing theory, is the marketing tools and methods more and more on the background of the important impact of the enterprise to be concerned about and pay attention to. Especially under the influence of the Internet tide, the enterprise marketing means more diversified, and the integration of marketing tools has become an inevitable choice for enterprises to face market competition. In the enterprise integrated marketing means and tools, O2O, group purchasing, SEM and SEO these four categories are very concerned about the traditional network marketing. It is not difficult to find, these four types of marketing methods have a **** the same characteristics is the tracking of data feedback is very intuitive and clear. Detected from the relevant statistical agencies, corporate SEM advertising investment has accounted for 70% - 80% of the entire corporate advertising budget, no coincidence is the 2012 Internet search engine local giant Baidu annual revenue over CCTV data also confirms this point. Enterprise integrated marketing is definitely not a case, and become the trend of the development of society as a whole. This is because in the context of socio-economic development, social products and choose a more diversified channel, the consumer's personalized needs have been fully developed, in the way of choosing and accepting products and corporate information, there is a more diversified choice, coupled with the consumers themselves are affected by multiple factors such as the living environment, level of education, consumption patterns, the enterprise's single marketing has been far from being able to keep up with the Development trend. For example, consumers in the choice of dining, in the dietary tastes, spending power, dining needs and dining convenience on the choice will lead to different results, respectively, there may be online ordering, telephone or cell phone ordering as well as group purchasing vouchers and other forms of consumption, and its corresponding business marketing approach is also different. In today's increasingly high marketing costs, integrated marketing has been a marketing strategy must be taken. The inevitability of integrated enterprise marketing and the emergence of more and more new marketing tools have an important relationship, the most typical performance is the development of mobile Internet cell phone APP enterprise applications. APP marketing is the development of WAP marketing to a certain stage of the product, both from the enterprise to the importance of mobile marketing.