How do enterprises carry out integrated marketing?

Integrated marketing is a marketing strategy that systematically combines various marketing tools and means, integrates advertising, promotion, packaging, public relations and other marketing channels from the perspective of consumers, and speaks with one voice, including marketing strategy, brand strategy and communication strategy. Under the background of new media, integrated marketing presents the characteristics of diversified communication methods, direct audience and extensive information transmission. Integrated marketing includes horizontal integration and vertical integration. Horizontal integration includes three parts: the integration of information content, the integration of communication tools and the integration of communication elements and resources. In other words, all the activities that an enterprise contacts with consumers, whether it is media communication or other marketing activities, are spreading certain information to consumers. In order to maximize the effect of information dissemination and save the communication cost of enterprises, enterprises need to integrate various communication tools, and at the same time, every move, word and deed of enterprises are spreading information to consumers. Therefore, communication is not only the task of enterprise marketing department, but also the responsibility of the whole enterprise. The vertical integration of integrated marketing includes four parts: market positioning integration, communication target integration, 4P integration and brand image integration. Any product has its own market positioning, which is based on the market segmentation and product characteristics of the enterprise, and any marketing activities carried out by the enterprise can not damage the market positioning of the enterprise. After defining the market position, enterprises need to make clear the communication target, what kind of effect they need to achieve, how high their popularity is, and what kind of information they need to spread, all of which need to be integrated. Only when the goal is clear can the next work be carried out better. The main task of 4P integration is to design a unified product image according to the market positioning of products. Brand image integration is mainly the integration of brand recognition and media. Name, logo and basic color are the three elements of brand recognition, which constitute the central elements of brand image and assets. In the process of integrated marketing, enterprises should also pay attention to the fact that integrated marketing communication is not just a simple superposition of various marketing methods, but that all marketing methods have a common goal, each with its own unique advantages, and realize organic integration according to certain logic, so as to achieve the best marketing effect.