Integrated Marketing is a marketing tool and a variety of means of systematic combination, according to the immediate environment of the dynamic correction to the exchange interaction in the realization of the value of the two sides in the proliferation of marketing concepts and methods.
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The subject of integrated marketing
"Integrated marketing" the most important subject is the target market is more focused debate. Marketing is not for general consumption, the majority of people, but spending less for custom parts people. "Tailored" approach makes the goal of maximizing meet consumer demand. But the "tailored" can easily be considered "for every individual consumers a unique product," thereby ignoring the brand's other claims, by other people affect the brand recognition and share. It can be said, "tailored" is not complete, nor is it the best marketing tools. We should _set_ a target: the optimal response to consumer demand, to minimize energy waste. In this sense, to get the ideal marketing philosophy: Marketing needs to consider more bits of the target consumer demand. Another valuable theme - Integrated marketing and the consumers themselves should be relevant, that is, consumers need to fully observe. Not just a consumer to buy our products at a time (such as jeans) and a consumer which is more complex. Buy jeans with a consumer is likely to buy other clothing with jeans, this is often what happens. Therefore, multi-angle observation will create more opportunities for consumers, allowing consumers to not "buy off" or repeat purchase the same goods. We can also consider the system of "cross selling" and "upstream marketing." The various elements of consumer behavior point of view are valid. Marketing needs to consider other consumer behavior at each time point. The third theme is - must consider how integrated marketing communication with consumers. Between consumers and brands have more "contact points" or "contact points", which is not just a media campaign can achieve. Consumers use products have a better understanding of the product, open the package to see the products, sales calls are a form of communication, consumers talk to each other also had a "virus"-like sales opportunities.
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Characteristics of integrated marketing
① in integrated marketing communication, the consumer is at the core position. ② a deep and comprehensive understanding of consumers, are creating a database-based. ③ core of integrated marketing communications is to develop a true "consumer value" concept, and the most valuable consumers to maintain long-term close contact. ④ to essentially the same information for the support and spread. No matter what the media companies use its products or services must have clear, consistent information. ⑤ the integration of various media use as a means to spread. Who can be brand, product category and any market-related information to consumers or potential consumers in the process and experience, are considered to use the media.
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Advantages of integrated marketing
① in line with the trend of socio-economic development and enterprise marketing, put forth new requirements. ② conducive to allocation of corporate resources, and optimize enterprise combination, increase economic efficiency of enterprises. ③ help companies better meet consumer demand, a pro-business and sustainable development. ④ benefit from the integration of concepts to act. ⑤ help businesses up and down all levels of integration. ⑥ conducive to the integration of each department. ⑦ conducive to the integration of marketing strategy. ⑧ conducive to their long-term planning and integration of recent activities. ⑨ help enterprises to develop international marketing.
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Operation of integrated marketing ideas
1. To integrate the center Focus on consumer-centric and comprehensive utilization of all resources the enterprise, the enterprise's lack of integrated marketing high. Integration of both companies marketing process, marketing and marketing management, integration, also including external and internal business flow, logistics and information flow integration. 2. Emphasis on systematic management Overall configuration of all enterprise resources, the enterprise at all levels, departments and positions, and head, subsidiaries, product suppliers, partners and distributors and coordinated action related to the formation of competitive advantage. 3. Emphasis on coordination and harmonization Coordination of marketing activities, not just the company's internal links, various departments of coherence, but also emphasized the business and external environment, coordinated, joint efforts to achieve integrated marketing. 4. Focus on large-scale and modern Integrated Marketing attaches great importance to large-scale enterprises with modern management. Large-scale enterprises not only make the economies of scale for enterprises to provide effective implementation of integrated marketing
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The essence of integrated marketing
(1) Do not sell what you can manufacture the product, but sell products that customers want to buy real importance to consumers. (2) not consider the pricing strategy, trying to find consumers to meet their needs and desires wish to pay the costs. (3) not consider the channel strategy, should be easy to think about how to buy consumer goods. (4) not to consider how to promote, but should consider how to communicate.
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Integrated marketing strategies and measures
1. Innovative business marketing ideas To establish a large marketing concept; to establish a scientific and modern marketing concept; to establish a systematic, integrated marketing concept. 2. Strengthen the modernization of their own To establish a modern enterprise management system; to establish a modern management mechanism, including business interests mechanisms, decision-making mechanism, dynamic mechanism, constraints, and so forth; management modernization of facilities; To have a modern management personnel; to strengthen organizations and improve the management system, pay attention to large-scale enterprises, as well as other aspects of the rationalization of the construction business. 3. Integrated corporate marketing Inside and outside the enterprise to implement an integrated system integration; integration of enterprise marketing management; integrated enterprise marketing process, marketing and marketing behavior, to achieve integration; integrated enterprise business flow, logistics and information flow, to achieve the integration of third-rate. 4. Learn the advanced experience of foreign countries China's enterprises to actively learn advanced foreign enterprises management experience, particularly in the management of transnational corporations, multinational companies integrated marketing, such as: cims systems, mrp-ii system, an advanced cross-border management, advanced technology and management, for China's enterprises to develop integrated marketing services. The pace of economic development never stopped, we should fully understand the use of the existing integrated marketing, based on the theory of learning new knowledge and understanding of the new economic dynamic, improve their marketing concepts, so that they do not fall in the age trend to be invincible.
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The meaning of integrated marketing
Integrated Marketing contains two meanings. First, a variety of marketing functions - sales personnel, advertising, product management, marketing research, etc. must be coordinated with each other. Second, marketing must think about the customer's other departments to accept the idea. Marketing is not a department's work, but the entire company-oriented issues.
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Integrated marketing Internet age
Based on Internet-based integrated marketing, known as the integrated network marketing. Integration of network marketing is the in-depth study of Internet resources, familiar with network marketing methods, based on the actual situation of the enterprise, according to the different advantages and disadvantages of network marketing products pros and cons of integrating multiple online marketing methods, providing Internet marketing solutions . Integrated network of Internet marketing, also known as integrated marketing, integrated online marketing, integrated online marketing. Simply put, the integration of network marketing is the integration of various Internet marketing methods, and customer needs to compare with, to provide the best Internet marketing methods. Cyber principles of integrated marketing 4I Cyber principles of integrated marketing 4I Principles of integrated marketing network 4I: Interesting taste in principle, Interests interests principle, Interaction interaction principle, Individuality personality principle. Interesting taste in principle Interests interests principle Yes, interest! Hee hee, are all benefits to, the world Rangrang, all benefits go. Network is a flood of rivers and lakes of information and services, marketing activities can not provide benefits for the target audience is bound to move an inch. Transformed itself a consumer, to put themselves, and ask ourselves one, "I want to participate in this campaign, why? Howl!" But here we want to emphasize is that network marketing offers to consumers' interests "more extensive outreach, the first map in our minds is just one material part of the real benefits may also include 1, information, Oration Highest level of advertising is no advertising, just information. Consumer resistance to advertising, but consumers need information about their needs and product information. Direct marketing like advertising a great chance to eat cold shoulder, but the embodiment of a consumer information; the face of free benefits, consumer acceptance will naturally be greatly increased. 2, function or service 3, the psychological satisfaction, or honor 4, the actual material / pecuniary interest 5, ... ... waiting for you to fill in, I believe you can find out more! Interaction interaction principles Different from traditional media, online media, another important feature is its interactive nature, if not fully tap the use of the usp, old wine in new bottle, direct approach to the traditional advertising approach is tantamount to Maiduhaizhu. Coupled with the level of online media in the dissemination of the traditional media have lost the "mandatory", so "Young short to avoid long," one-way announcement-style marketing, certainly not where the future of network marketing, only to fully tap the network of interaction fully utilize the characteristics of the network communicate with consumers in order to avoid weaknesses, so that the functioning of network marketing to the extreme. Individuality personality principle
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Integrated marketing brings subversion
Integrated Marketing is a revolution, integrated marketing means change. There are two changes in the way of thinking: you think you come from; you can think about, where you will go away. Regardless of how the changes come, we expect to reach a consensus that change is necessary. Marketing times: 1, we must create a strong brand in the concept of a more strategic, enterprise strategy. 2, we must focus on the whole process of contact with customers, leading the overall customer experience, combined with a strong brand concept. 3, must be a large number of clients to provide marketing, customer needs for customized customer experience.
The first step: market research Step Two: SWOT analysis (corporate strengths, weaknesses, opportunities, and threats) Step Three: market positioning and business strategy Step Four: Develop targeted marketing strategies Step five: brand planning and low-cost integrated marketing communication strategy Sixth step: development of competitive regional marketing strategy Step Seven: investment planning and strategy, management of the dealer Eighth step: marketing, team building and management (personnel, operations, information management) Ninth step: the implementation of the marketing budget and annual marketing plans (including marketing control system)
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From good to great, to talk about integrated marketing strategy
Network marketing companies in the country has been a large number of applications, operating practices of different results than others. Network marketing, the most difficult to grasp is the network of integrated marketing. Networks have broad network of integrated marketing integrated marketing integrated marketing and narrow network of points. Broad network of integrated marketing is a network of businesses and individuals of all business activities include: website development, SEO ranking, bid advertising, blog promotion, BBS promotion and so on. Narrow network marketing, mainly referring to new media marketing - more emphasis on interactivity and user experience. We are talking about integrated marketing network generally refers to a narrow network of integrated marketing. Integrated marketing network, mainly refers to the integration of resources and means, using a variety of means and resources to form collaborative communication of information, through careful planning, so that the mass effect maximized. Integrated Marketing Network is a network marketing from good to great to go through and the necessary means. Many domestic companies are trying to integrate marketing and operations related to methods or products to promote brand awareness, but the effect is very obvious. For example, send promotional posts in the professional website. We may send directly to the beginning of all the publicity attached, no one, respond to very few; then continue to send the results to be Moderator titles; attachment point, and continue to send ...... a smart thing, and hair These soft advertising, send a joke, mixed with a moderator ...... take root in a forum. Efforts, accumulated ten forum Moderator! Tired of the die, the body to collapse, product promotion is only just begun ...... This is a common problem of domestic SMEs, but large enterprises are not much better. A renowned food company, Baidu is doing a negative article, but last year a long time, do not know how to network, but to spend large sums of money every day on TV ads. These companies are not understand integrated marketing, integrated marketing as the mechanical movement or ignore integrated marketing. Network of integrated marketing synergies generated, not only for product sales, more effective for brand promotion. This is why the current domestic companies are keen to make integrated marketing and why traditional marketing agencies are competing integrated marketing network marketing reasons. Mengniu Group sponsored "Super Girls" program at the same time, carried out a series of integrated online and offline marketing activities, the Mongolian Cow Sour Yogurt Super Girl's sales and popularity have greatly increased, so this has become an integrated marketing a classic case. Another network of integrated marketing success stories, this year's U.S. presidential election, the newly elected African-American Barack Obama in the presidential election in the full use of the network, through the network above has planned and continuous integration publicity, so This little-known black president considerably. Feng Bin, also reproduced an article specifically "to do network marketing, you can be president" to readers. Everything has its own on the other side, integrated marketing is no exception. Network marketing success stories are numerous, but because it would not operate, or improper operation of a network failure may be more integrated marketing. Kitchen of a top three domestic companies, have used a lot of money to employ network marketing companies in integrated marketing network, the effect is significant. That sent the company off network marketing billion Mary College of staff have asked me: "Feng Bin teacher, you see, we finished the integration of marketing, our money go up? We ask the company, which is the effective work of? "Dear Readers, you have not encountered this problem. To address this question, I cited several examples, she is quite convincing. However, not all people can do to the billion Ma-off students know that our investments are spent where. If you want to do network marketing, integrated marketing network at least know how to do or not do. Alternatively, you can find me or contact my assistant.