Future challenges of integrated marketing

On the thirtieth day of the postgraduate entrance examination plan, a new topic will be passed on every day. 20 18 Fudan university new biography 334 short answer question 2: briefly describe the challenges faced by integrated marketing in the future. Integrated marketing refers to the use of a variety of media to carry out marketing activities, such as online and offline explosion of the same product activities. Integrated marketing can integrate multi-channel resources and flow, further expand the audience of marketing activities, and is a very effective marketing means. In the new media era, integrated marketing often uses the combination of old and new media to spread marketing activities through different channels such as posters, subway advertisements, information flow advertisements, TV advertisements and native advertisements, so as to reach the target audience to a greater extent. Although integrated marketing has many advantages, there are also some problems. In the future, integrated marketing may face the following problems: first, personalized push makes some audiences accept the same advertisement repeatedly, which has negative effects. The push of big data in the new media era is likely to lead to the information cocoon phenomenon of groups, which makes it possible for the same audience to receive relevant advertising information and fail to achieve the effect of obtaining more audiences; Second, integrated marketing may lead to the involution of the industry, and the advertising industry is facing the innovation of new media, further raising the threshold of advertising practitioners. Multimedia integration of integrated marketing is likely to lead to vicious competition in the industry to seize resources and gain market. In addition, the future integrated marketing must pay attention to balance the relationship between old and new media. If we give up the old media because of the pursuit of new markets, it means giving up the old users, and the word-of-mouth effect will lead to a large loss of consumers. In order to balance the old and new media, professional marketing methods can be adopted, that is, some marketing activities can be operated through special channels to solve the focus problems, which is also the direction to be considered in the future of integrated marketing. Self-criticism: the shortcomings of integrated marketing found on Baidu: poor flexibility and difficult adjustment; Poor sensitivity; Large volume, low natural accuracy; Require high team quality. I feel that these points are not the defects that integrated marketing will face in the new media market, but the advantages over the old media, so I didn't write these points either.