Integrated marketing in the era of new media you really understand?

The most important feature of new media is that the information dissemination carrier for the digital network, completely independent of time and space constraints, and fast transmission speed, coverage is extremely wide, a message or news can soon be spread throughout the world. The arrival of the new media era, for each enterprise is a big opportunity, and whether it is microblogging, WeChat, or Zhihu, any new media platform of high coverage and high penetration is a lot of traditional media can not be compared, more and more enterprises began to pay attention to the new media age of brand operation and management, "new media marketing", has become the Internet industry's most hot words nowadays. Many companies believe that integrated marketing is a large company has the ability to engage in things, small businesses simply do not have the ability to get up, in fact, the birth of integrated marketing of new media is intended for small businesses, in order to save publicity costs, to build the corporate brand, small businesses should be stationed in the new media, to seize the first opportunity. So businesses still need to understand the new media era integrated marketing clearly. New media era integrated marketing to solve what problems - 1, the enterprise to get more traffic, greater exposure. 2, the mobile Internet era, and gradually innovate to create a marketing network. 3, accurate data marketing, so that your business risk resistance doubled or more. 4, amplify your customer base, the real big health industry Do big, not in the limit. Today, the new media era, enterprises do integrated marketing need to think about the following five aspects of the problem. First: after the break of the monopoly of the traditional media monolith, how to fragment the new media cobbled together a media that affects hundreds of millions of the public? When the mass media disappear, can we still produce brands that hundreds of millions of people are familiar with? Also, will there be a mass market? Secondly, the netroots of own media not only bring their own traffic and fans, but also very close to the psychological distance of consumers. whether KOL endorsement is replacing the celebrity endorsement in the traditional media era. Third: with the interactive function of the new media era, netroots, big celebrities, public *** number, app, live and other new media, not only has the function of advertising media, but also become a new integrated marketing channels, so they can replace the traditional distributors? Fourth: the era of media fragmentation, each flower into each eye, does not mean that the era of constant vertical segmentation is really coming, the long tail theory is replacing the law of two or eight. If so, how to explain Taobao explosive, accounting for more than 80% of the sales of the category. Fifth: In the past, a brand advertisement can be circulated for decades, and become a brand characterization tool to quickly occupy the minds of consumers. Now, on the one hand, because the mass media carrying the advertising slogan is disappearing, on the other hand, the dissemination of the advertising slogan is no longer a one-way propaganda, the interactive function of the new media, resulting in the advertising slogan will continue to be re-edited by the user, and finally become completely different, the meaning of the words is not clear. Brand advertising slogan "a fresh move, eat all the days" of the era of the end. In the age of information explosion, enterprise brand to continue to maintain exposure, become a non-suspended topic, need to follow the hotspot like Durex every day, create hotspot, but not all categories can follow the hot topic. Integrated marketing communication is full of challenges in both content production and communication process control. In short, in the new media environment, enterprises in the product development, marketing communications, channel strategy in all aspects with the traditional media era has a completely different characteristics. New product development can not only consider the use of the product function, but also from the perspective of integrated marketing communication content production at the same time to produce the product IP, in other words, the product itself is best to bring their own communication flow of IP. lastly, it should be noted that, although the Internet technology and the new media era to promote the field of integrated marketing of a number of new oriented. But the fundamental logic of business competition remains unchanged. First, to meet the real demand and insufficient supply of products; second, with a strong integrated marketing channel portfolio; third, to build brand premium ability. However, integrated marketing is long-term, systematic. To spend a lot of time and energy. Specialization, professional things to professional people to do, the enterprise's time should be spent on their own products.