Integrated marketing operation

Focus on consumers, make comprehensive use of all resources of enterprises, and realize highly integrated marketing of enterprises. Integration includes not only the integration of enterprise marketing process, marketing model and marketing management, but also the integration of business flow, logistics and information flow inside and outside the enterprise.

2. Emphasize system management

Allocate all resources of the enterprise as a whole, all levels, departments and posts within the enterprise, as well as the head office, subsidiaries and product suppliers, and coordinate actions with distributors and related partners to form a competitive advantage.

3. Emphasis on coordination and unity

The coordination of enterprise marketing activities is not only the coordination of all links and departments within the enterprise, but also the coordination between the enterprise and the external environment, and Qi Xin works together to realize integrated marketing.

4. Focus on scale and modernization

Integrated marketing attaches great importance to the scale and modern management of enterprises. Scale not only enables enterprises to obtain economies of scale, but also provides an objective basis for enterprises to effectively implement integrated marketing. Integrated marketing also depends on modern science and technology and modern management means, and modernization can provide effective guarantee for enterprises to implement integrated marketing. 1. Marketing concept of revolutionary enterprises

We should establish the concept of big marketing; It is necessary to establish a scientific modern marketing concept; We should establish the concept of systematic and integrated marketing.

2. Strengthen the modernization of the enterprise itself.

Enterprises should establish modern management system; Including enterprise's interest mechanism, decision-making mechanism, dynamic mechanism, restraint mechanism and so on; Modernization of management facilities;

Have modern management personnel; Strengthen organizational construction, improve management system, pay attention to enterprise scale, and straighten out other aspects of enterprises.

3. Integrate enterprise marketing

Realize the system integration of enterprise internal and external integration; Integrate enterprise marketing management; Integrate the marketing process, marketing means and marketing behavior of enterprises to achieve integration; Integrate business flow, logistics and information flow of enterprises to realize the integration of three streams.

4. Learn from foreign advanced experience

China enterprises should actively learn from the advanced management experience of foreign enterprises, especially the management of multinational companies, and the integrated marketing of multinational companies, such as CIMS system, MRP-II system, advanced transnational management and advanced technical means management, so as to provide integrated marketing services for China enterprises. 4I principles of network integrated marketing;

Interest principle, interest principle, interaction principle and personality principle.

Principle of interest

Gossip is a passport for the public, and interesting advertisements can attract the attention of young people.

Interaction principle

Another important feature that distinguishes online media from traditional media is interactivity. If we can't fully tap and make use of this usp, the old wine in new bottles will directly follow the traditional advertising method, which is tantamount to buying gifts and returning pearls. In addition, online media has lost the "compulsion" of traditional media at the communication level. Such "fostering strengths and avoiding weaknesses" and one-way announcement marketing are definitely not the future of online marketing. Only by fully tapping the interactivity of the network and making full use of the characteristics of the network to communicate with consumers can we make full use of our strengths and circumvent our weaknesses, so that the function of online marketing can be brought into full play.

Don't let consumers simply accept information. The progress of digital media technology allows us to interact on the marketing platform with extremely low cost and great convenience. Consumers can fully participate in the interaction and creation of online marketing. The hand-made pottery in the pottery bar is precious because it melts into your own sweat. Similarly, consumers' personal participation in the interactive and creative marketing process will engrave a deeper brand mark in the cerebral cortex. Taking consumers as the main body and initiating equal interaction with brands can bring unique competitive advantages to marketing. Future brands will be semi-finished products, half of which will be decided by consumers' experience and participation. Of course, it is very important for marketers to find ways to guide and lead the interaction between them.

Personality principle

You have been nailed to an unbounded height, so the reflection of your tall figure in marketing is me! Personality plays an important role in online marketing. Compared with "everyone in the street is wearing it", "this is the only one in Beijing that belongs to you!" You will understand that exclusivity and individuality are obviously easier to capture the hearts of consumers. Because of personality, it is accurate, because it is exclusive, it is attractive. Personalized marketing makes consumers feel satisfied with "concentration". Personalized marketing is more attractive to consumers and easy to trigger interaction and purchase behavior. However, in the traditional marketing environment, the cost of "personalized marketing" is very high, and it is difficult to generalize. Few brands taste it very little, just a feast for the rich and powerful. However, in online media, the characteristics of digital traffic make it simple and cheap, and it is possible to subdivide a small group of people, even one person, to achieve one-on-one marketing. (This is particularly prominent in wireless marketing) Integrated marketing is a revolution, and integrated marketing means change. There are two ways to think about change: you can think about where you come from; You can think about where you are going.

No matter how change comes, we all expect to realize that change is necessary. Marketing that keeps pace with the times;

1, we should have a more strategic vision in the concept of building a strong brand and realizing corporate strategy.

2, must pay attention to the whole process of contact with customers, leading a comprehensive customer experience, combined with the concept of a strong brand.

3. It is necessary to provide customized customer experience suitable for customers' needs in a way that can be marketed to a large number of customers.

Bidirectional three-dimensional five-step extension method

Two-way: channel planning and positioning

Own channel: Create your own Internet sales and operation resources-Weibo, the blog of the enterprise website mall (online shop).

Cooperation channel: Create a third-party Internet promotion resource suitable for you-BBS B2B (business website) classified information video news platform Baidu product.

Three dimensions: multi level marketing system

Horizontal coverage: seize the suitable network channels and information coverage, display enterprise information and image, let customers find you, know you, and generate purchase intention;

Vertical depth: each channel fortress is connected, which will strengthen the information covered, let customers know about you, trust you, rely on you and create online sales;

Directional service: plan and organize industry-related activities, soft text and virus marketing, carry out fixed-point promotion according to the regional distribution and occupational distribution of customers, and develop potential customers;

Five steps: marketing implementation positioning

Step 1 Grab the site: customers may have a platform to grab, so that customers have the opportunity to find you and find you;

Step 2: preliminary understanding: effectively release the information on the seizure site and get to know you initially when the customer finds you;

The third step: strengthen the impression: improve the information and develop effectively through various channels, so that customers will know you and have a good impression;

Step 4: Increase trust: gather information from all channels, so that customers can trust you and make purchases;

The fifth step is to take advantage of the situation: with the help of the detonation and spread of events, soft text and virus marketing, let more netizens find you, and rely on the previous foundation to develop more potential customers. Integrated marketing has the characteristics of extensive information resources and rapid dissemination, but at the same time, if information is not effectively concerned, it will also cause poor communication and be submerged in information. More accurate positioning and cutting-in can better attract people's attention and interaction, which is the top priority of network integrated marketing. Provide enterprises with the most personalized and practical services such as word-of-mouth marketing, search marketing, blog marketing, Weibo marketing, brand promotion, crisis public relations, public opinion detection, event marketing, etc. In the process of network promotion, aiming at accuracy, we mainly realize SEO search engine optimization, product website+topic, soft encyclopedia question and answer, forum interaction, Weibo, accurate and rich media hard advertisement. Combined with various forms, consumers can have a deeper understanding of products.

The first thing to do is to optimize the SEO search engine, actively influence the search results by optimizing the SEO engine, and actively cater to the search engine according to its technical characteristics, so as to make it easier for netizens to find trusted brands and products and make valuable information occupy the first few pages of the search page. Take SEO as the center, do a good job in keyword maintenance, establish a smooth channel for information acquisition through these keywords, guide public opinion and create a good reputation.

Only by doing the above, can we better meet the needs of customers and satisfy the psychology of consumers at present, and can we really start integrated marketing.