What is Enterprise Integrated Marketing Planning?

Dongdong and Daodao will explain in detail what is marketing planning, the importance of marketing planning and how to do a good job in marketing planning?

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Integrated marketing strategies have:

1. Establish a consumer database.

The starting point of this approach is to build a database of consumers and potential consumers, which should include, at a minimum, demographics, psychographic information, consumer attitudes, and past purchase records.

The biggest difference between integrated marketing communication and communication marketing communication is that integrated marketing communication focuses the entire focus on consumers and potential consumers, because all manufacturers and marketing organizations, whether in terms of sales volume or profit results, ultimately rely on consumers' purchase behavior.

2. Research consumers.

It is necessary to use consumer and potential consumer behavior data as the basis for market segmentation as much as possible, and it is believed that consumer behavior information can clearly show what consumers will do in the future than other data such as attitudes and expectations measurement, because it is more direct and effective to infer future behavior from past behavior.

3. Contact management.

Enterprises can communicate with consumers at a certain time, a certain place or an occasion, the market information is overloaded, the most numerous, the noise of interference is greatly increased, the most important thing is to decide how, when to contact consumers next to the noise, and what kind of way to contact consumers.

4. Develop communication strategies.

This means what kind of contact management, what kind of message should be disseminated, and then, a clear marketing goal for the integrated marketing communication plan must be very correct and digital in nature for most businesses.

For example, for a brand that is good at competition, the marketing goal may be the following three aspects: to motivate consumers to try the brand's products; Consumers are actively encouraged to continue using and increasing the dosage after the trial; Encourage loyal consumers of other brands to switch brands and build loyalty to their own brands.

5. Innovation of marketing tools.

Once the marketing goal is determined, the fifth step is to decide what marketing tools to use to achieve this goal, obviously, if we regard the product, **, and channels as the elements of communication with consumers, the integrated marketing communication planner will have more diverse, extensive marketing tools to complete the plan, the key is which tools, which combination can best help the enterprise to achieve the communication goal.

6. Combination of means of communication.

In addition to advertising, direct selling, public relations and event marketing, product packaging, product display, store activities, etc., as long as they can help achieve marketing and communication goals, they are powerful means in integrated marketing communication.

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1.Brand positioning.

Brand positioning is the basis for effective marketing of enterprises, and enterprises need to determine their own positioning, such as determining the customer groups, product features, and strategies to be targeted; It is also necessary to give a certain image to the product in terms of positioning to better attract the attention of consumers.

2.Planning unity.

Planning unification is an important part of enterprise marketing, enterprises need to unify the release of messages in the marketing plan, establish a unified marketing language, and ensure the consistency of marketing information to obtain higher results.

3.Multi-** marketing.

Multi-marketing is a marketing means that integrates a variety of products, and enterprises need to use a variety of products, such as the Internet, television, newspapers, magazines, etc., combined with activities, product releases, etc., to expand the influence of enterprises. Press releases, invitations, etc.

4..Content marketing.

Content marketing is a way to use content for marketing, and companies need to establish a new content platform to enhance consumers' awareness by using text, **, **, ** and other forms of content, so as to achieve the purpose of marketing. Xiaohongshu planting grass, Douyin planting grass, etc.

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Integrated marketing is a win-win marketing model that maximizes the realization of corporate goals while meeting customer needs.

On the one hand, starting from the 4C theory, the enterprise losers develop and provide suitable products according to the needs and desires of consumers, determine the products within the cost that customers are willing to pay, distribute them on the basis of providing customers with shopping convenience, and continue to maintain two-way communication with customers; On the other hand, an enterprise is also a profit-making organization with goals such as survival, development and profit.

In order to meet customer needs and achieve corporate goals at the same time, enterprises must use integrated marketing to link and coordinate corporate strategy, marketing strategy and communication strategy, transform customer interests and customer needs into corporate interests and corporate goals, and achieve a win-win situation for customers and enterprises.

The Significance of Integrated Marketing:

1. It is conducive to optimizing the allocation of resources.

The implementation of integrated marketing can combine consumer needs with the development of enterprises, and enterprises can use limited resources to maximize corporate goals. Integrated marketing, through a variety of channels, collect market information, summarize and analyze market resources, can effectively analyze consumer demand, strategic guidance for enterprise production and development, and can effectively publicize the products produced, promote the sales of socks products, and realize the integrated development of the entire marketing. Integrated marketing encompasses the entire marketing model of the enterprise, which can formulate a reasonable marketing concept for the enterprise, and then organically integrate the resources of the enterprise, and finally maximize the benefits of the enterprise.

2. Achieve coordination and unity.

Integrated marketing itself has the coordination and unity, which can not only ensure the coordination and unity of internal development in the process of enterprise development, but also help to realize the unity and coordination between enterprises and the external market, and ensure that the products produced are suitable for market demand and meet the needs of consumers. Coordination and unification is also conducive to the integration of internal management of enterprises, can realize the systematic management of enterprises, realize the overall allocation of internal resources of enterprises, the organic cooperation between the company's departments, and realize the close cooperation between enterprises and partners, which is conducive to the formation of a strong competitive advantage.

3. Realize the large-scale operation of the enterprise.

Integrated marketing belongs to the integrated marketing model, so in the process of development, the modern production and large-scale production of enterprises are more important. Integrated marketing can provide large-scale and modern development strategies for enterprise development, ensure that enterprise development has modern and scientific management concepts, and the concept of large-scale development provides development space for the development of integrated marketing.

4. The inevitability of the development of market economy.

With the rapid development of the market economy, it is difficult for a single marketing concept to meet the needs of market development and keep up with the rapid development of the modern market economy. Integrated marketing is in line with the development needs of the market economy, and can organically integrate diversified market media, so as to form a unique marketing model, which is conducive to the allocation of enterprise resources, the optimization of the internal structure of enterprises, the improvement of enterprise competitiveness, and the satisfaction of consumer needs.

5. It is conducive to the development of international marketing.

Integrated marketing adapts to the development of the market economy, the development of integrated marketing is conducive to the optimization and upgrading of enterprises, to achieve their own organic integration, not only to promote the optimal allocation of internal resources, but also to achieve the integration between enterprise departments, to achieve the organic integration of the short-term goals and long-term development of enterprises, so as to provide strategic decision-making for enterprises to carry out the development of national and international development.