What is the purpose of integrated marketing communication?

Integrated marketing planning: also known as "integrated marketing communication".

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1. SEM PPC.

2. Network alliance advertising.

**Alliance, together with SEM, is called Dasou.

3. Portal advertising.

5. In-feed advertising.

7. Advertorials.

In the form of **, published in the central media, business ** or portal**, to publicize the business information of the enterprise, soft implantation.

8. E-commerce advertising.

It refers to the advertisements placed by customers on e-commerce platforms such as **, Tmall, Pinduoduo, etc., in order to obtain a large number of goods**.

9. Q&A ads.

10. Forum promotion.

For example, paste bar, Tianya, cat pounce.

11. Self-promotion.

12. Live streaming.

Including **live broadcast, Douyin live broadcast with goods.

13, Little Red Book Grass.

14. Weibo promotion.

Super fans, cornucopia, splash ads, hot searches, etc. are all commonly used forms of promotion on Weibo.

The cornucopia is the diffusion of KOLs or celebrities endorsing Party A's blog posts, which can be understood as Weibo information flow advertisements.

15. SEO optimization.

The disadvantage of optimizing the ranking of the official website and relying on organic traffic is that the cycle is long and it is easy to fall off without maintenance, so the cost is not low.

16. Word-of-mouth marketing.

17. Social Advertising.

18. Optimization of drop-down box associations.

19, B2B** promotion.

Such as Alibaba, HC, Bafang Resources Network, China's ** business, etc., publish ** products on it.

21, Mail**.

The advantage is that it is cheap, and the disadvantage is that spam ads are easy to block and the open rate is low.

22, SMS**.

Similar to email**.

23, Kol Koc Marketing.

24. Official website construction.

Establish a corporate official website to facilitate customer contact. It is equivalent to opening a green channel.

25. Promotion of classified information.

58.com, Ganji.com, Baibai.com and other classified information platforms, the number of users is also very large.

Integrated marketing communication can be understood as the marketing promotion carried out by integrating the best communication channels.

In the new era, it is no longer possible to advertise on CCTV as before, and now in the face of various communication channels, corporate marketing can only take the form of multi-platform communication to reach the target customer group, which is also the origin of integrated marketing.

To give a simple example, for example, if you turn on your mobile phone in the morning and see the information flow advertisement of brand A in today's headlines, brush Douyin to see brand A's short ** when you eat breakfast, hear brand A's advertisement on the radio when you drive to work, see brand A's outdoor advertisement when you turn around and wait for the red and green envy to search for lights, and brush brand A's advertisement in the WeChat circle of friends at noon, then brand A will naturally have an impression in your heart, which is the marketing effect brought by integrated marketing.

Of course, in practice, it is impossible for enterprises to place advertisements on every channel, so they need to locate their own products, which user groups are suitable, analyze user consumption scenarios, consumption habits, consumption levels, consumption expectations, and analyze user portraits, so as to select the best channels to develop appropriate integrated marketing and promotion strategies.

Integrated communication marketing is a newly proposed concept based on the fragmentation of current traffic. Now to do promotion, you basically have to do the whole marketing, not based on one or two platforms. The so-called integration is to make full use of most of the platforms that exist for customers.

to achieve full coverage of traffic.

How to do it:

It is necessary to do positioning analysis according to the specific product. What is the general platform for the customer group of this product? What platform is what I operate.

For example, BTOB marketing, we generally consider to see the company's official website, and then do search engine optimization, bidding, information flow and Alibaba. There are other BTOb platforms as well. As well as word-of-mouth building (Q&A post bar library encyclopedia), Si eggplant imitation soft text promotion, **, community marketing, etc.

Corresponding can also build some other display platforms, such as small programs, micro **.

This problem should generally be analyzed and planned in advance, and the specific situation should be dealt with on a case-by-case basis.

I have been engaged in the Internet for more than 10 years, network marketing for 8 years, and now the marketing director of Kuite, welcome to communicate.

Integrated marketing, as the name suggests, means to integrate independent marketing into a whole and strategically examine the entire marketing system. In today's highly competitive market, integrated marketing is more needed, and its advantage lies in its ability to convey the characteristics of the brand and enterprise as information content to everyone, which is conducive to influencing the shopping behavior of customers. If we want to do integrated marketing well, we need to understand the communication concept of integrated marketing and how to communicate integrated marketing.

One. What is the communication concept of integrated marketing? 1.

Consistent with the core value of the brand, the brand planning **** believes that the ultimate purpose of all integrated marketing behaviors is to promote and plan the brand, which can quickly enhance the brand image of the enterprise in a short period of time and at a small cost. At the same time, carrying out public relations activities also adds to the core value of the corporate brand to a large extent. 2.

To meet the needs of society, the information of today's society is highly advanced, if it is only for users to passively accept, it is obvious that many people are unable to understand and access, so as a corporate public sector related activities, it is necessary to use modern **, such as WeChat and Weibo and other mobile platforms, so that the majority of users or potential customers can deepen their understanding. Two. How to do a good job of integrated marketing communication?

1.Finding potential customersWhen marketing, marketers need to find customers with similar or potential needs according to the characteristics of existing products. The use of information and clear channels to spread only prudent broadcast to achieve better marketing results, but in the division of the crowd, we must first recognize the behavior of individuals, in order to determine the future market sales group, and then further improve and improve the information of customer behavior, for the future precision marketing to lay a solid foundation.

2.The dissemination of information on the value of finding existing customers requires a value analysis of existing and potential customers, so it needs to be observed from the perspective of the market, because the spending power of each customer and the profit brought to the enterprise are unbalanced. Then we need to launch the corresponding information according to its characteristics to match the conversion rate, so as to greatly improve the conversion rate and provide customers with the products and services they need.

3.Analysis and planning Integrated marketing should analyze the changes in the current market in advance, and at the same time, it is also necessary to plan for the future according to the characteristics of existing customers and the law of market changes. In order to make the enterprise invincible, and in this process, it is also necessary to improve the enthusiasm of marketing personnel and improve the ability of marketing promotion through appropriate rewards and punishments.

In short, integrated marketing has a positive effect on the development of enterprises, and we need to attach great importance to it when carrying out strategic planning.

Methods of integrated marketing communication are:Same appearance method; Thematic line method; ** The planning method of the surface; Ad hoc conference methodology; Consumer-based approach.

Data Extension:

Integrated marketing is a marketing concept and method that systematically combines various marketing tools and means, and carries out real-time dynamic correction according to the environment, so as to realize value-added value in the interaction between the two sides of the exchange. Integration is the integration of individual marketing products into a whole to create synergies.

These independent marketing efforts include advertising, direct marketing, sales enablement, personnel merchandising, packaging, event sponsorship, and customer service, among others. Strategically review the integrated marketing system, industry, products and customers, so as to develop an integrated marketing strategy that is in line with the actual situation of the enterprise.

The theory of "integrated marketing" was born and popular in the 90s of the 20th century, and was proposed by Don Schultz, a professor of marketing at Northwestern University. Integrated marketing is "to design a strategy according to the goals of the enterprise and to use various resources of the enterprise to achieve the strategic goals". Media integrated marketing, as a branch of "integrated marketing", is the first application theory

In short, it is a strategic shift from a "communicator-centric" to an "audience-centric" communication model. Integrated marketing advocates a clearer consumer-oriented concept, therefore, the theory of media integrated marketing should have important guiding significance and practical value for the development of the media industry under the new reform of China.

Integrated marketing is to reorganize corporate behavior and market behavior with consumers as the core, use various forms of communication methods in a comprehensive and coordinated manner, deliver consistent product information with unified goals and unified communication images, realize two-way communication with consumers, quickly establish the status of product brands in the minds of consumers, establish long-term close relationships between product brands and consumers, and more effectively achieve the purpose of advertising communication and product marketing.

Pay attention to the integration of the problem of obstruction.

Integrated marketing emphasizes integration, breaks the marketing model that only focuses on consumers or competitors in the past, pays attention to the comprehensive utilization of various resources of enterprises, and realizes a high degree of integrated marketing. It is mainly used for marketing means is integration, which includes internal integration, external integration, internal integration and so on.

Pay attention to system management.

Unlike the enterprise management in the era of simple production and operation, the "decentralized management" in the era of mixed management mainly focuses on the production process and organizational functions, basically taking functional management as the main body, integrating individual management as a whole, and integrating enterprises in the era of marketing.

Focus on harmonization.

Integrated marketing refers to the formation of unified marketing and action. It emphasizes the coordination of enterprise marketing activities, which is not only the coordination between various links and departments within the enterprise, but also the coordination between the enterprise and the external environment to achieve integrated marketing. Integrated marketing is very different from the traditional marketing model.

Focus on scale and modernization.

Integrated marketing is a new model for corporate marketing in today's and tomorrow's socio-economic context. Therefore, it attaches great importance to the scale of the enterprise and modern management. Scale enables enterprises to not only obtain economies of scale, but also provide an objective basis for the effective implementation of integrated marketing for enterprises.

Integrated marketing relies on modern scientific and technological means and modern management methods. The modernization of enterprises can provide a benefit guarantee for the implementation of integrated marketing.