What is Integrated Marketing?

Integrated marketing is a marketing concept and method that systematically combines various marketing tools and means, and makes 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 promotion, and personnel promotion;

Integrated marketing is consumer-centric, according to the needs of enterprise development, the scattered marketing tools and communication means are used in a coordinated manner, the basic consistent marketing information is disseminated, and consumers are communicated in both directions, so that the company's products and services can achieve clear, continuous and consistent communication effects. In the Internet era, consumers are surrounded by a large amount of information, and integrated marketing can deliver brand information through multiple channel entrances.

Integrated marketing is an extension of the concept of "integrated marketing communication", if the previous marketing method was more product-centric, then integrated marketing emphasizes more "consumer-centric", that is, communicating with consumers through multiple channels, requiring attention to the needs and desires of consumers, but also considering the cost that consumers may be willing to pay and the convenience of purchasing products or services in order to meet these needs and desires. At present, integrated marketing is increasingly being applied by the domestic marketing community, and plays a huge role in improving the competitiveness of enterprises and the transformation of marketing effects.

The role of integrated marketing includes the following two aspects:

The role of advertisers: more diversified means of communication can be used to carry out integrated marketing in line with the marketing objectives of the enterprise, and to convey unified information, unified product selling points, and vi vision to consumers, which is conducive to leaving a unified impression of the enterprise in the minds of consumers to the greatest extent and quickly establishing brand awareness. It can not only improve the efficiency of advertising communication, unify the planning and coordination of all communication activities, but also reduce marketing costs, killing two birds with one stone.

The role of consumers: integrated marketing also plays an important role for consumers, it can enable consumers to hear a voice when identifying a brand, receive the same appeal, quickly obtain brand and product information, will not be confused with other brands of the same type, and save time.

Clarify marketing goals: Before doing integrated marketing, we must first clarify what kind of marketing goals the company ultimately wants to achieve? Is it sales, market share, penetration? Or is it to attract new users, retain, transform, and promote activation?

Consumer insight: Marketing needs to comprehensively consider the needs of more target consumers, and integrated marketing is consumer-centric, so consumer insight is very important. It is necessary to clarify who the consumer is (crowd portrait), consumer needs (strong correlation demand, weak correlation demand), consumer scenario (strong correlation scenario, weak correlation scenario), and so on.

Formulate communication strategy: the concept of integrated marketing puts forward the requirements for the integration of enterprises, therefore, when formulating strategies, we should take into account the unity of communication, that is, think of a communication theme, such as putting forward a "new concept", summarize the core information to be conveyed in one sentence, and then through creative expression, with the help of the best communication power to reach the target consumers and achieve marketing goals.

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. Integrated marketing"The theory was born and popular in the 90s of the 20th century, and was proposed by Don Schultz, a professor of marketing at Northwestern University in the United States.

Integrated marketing is"Design strategies according to the goals of the enterprise, and use various resources of the enterprise to achieve the strategic goals"。Media integrated marketing as"Integrated marketing"The branch of applied theory, in short, is from"Centered on the communicator"to"Audience-centric"strategic shift in the mode of communication. 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 situation.

In layman's terms, it is to plan one or more marketing channels into a plan, and the way to achieve the best or drainage effect for the brand or product is integrated marketing. In this regard, if you need integrated marketing to do a diagnostic analysis of brand products, it is recommended to consult Guangzhitui Network Technology. [Click to receive a free brand diagnostic program].

If you want to know more about marketing and promotion, it is recommended to consult Guangzhitui Network Technology. The current business scope of Guangzhitui Network Technology includes: integrated marketing, new marketing, enterprise website building, advertorial news marketing, magazine publishing, invitation, press conference, forum marketing, Q&A marketing, marketing, Weibo marketing, WeChat marketing, live marketing, online advertising and other comprehensive network marketing services.

Whether it is talent reserve, channel expansion, or first-class resource development and cooperation, etc., it has a very strong strength in the industry, and can use a variety of channels and marketing forms to provide customers with a strong network marketing offensive. Guangzhitui Network Technology is a network promotion brand with ten years of industry experience, has established a perfect business service system, accumulated rich channel resources, and served tens of thousands of large and small enterprises, including Country Garden, Cargo Lala, Suning Tesco, Vipshop, Coconut Grove Four Seasons, Lightning Repair, Nature Hall, Midea, Gree, League of Legends, World of Warcraft and other well-known brands, many of which have established long-term friendly strategic partnerships.