What is integrated marketing planning and what is the significance of integrated marketing planning

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.

1. Establish a customer database.

The starting point of this method is to establish a database of transaction consumers and potential consumers, which should at least include information on relevant personnel statistics, psychological statistics, consumer attitudes, and past purchase records. The biggest difference between integrated marketing communication and marketing communication is that integrated marketing communication focuses on consumers and potential consumers, because all manufacturers and marketing agencies, whether it is sales or profits, ultimately rely on consumers' purchasing behavior.

2. Survey consumers.

The second important step is to trust consumers as much as possible by using information about consumer behavior and potential consumer behavior as a basis for market segmentation"behavior"information than other information, such as:"Attitude and intention"Measurements, which provide a clearer indication of what actions consumers will take in the future, because it is more straightforward and effective to infer future behavior from past behavior.

3. Contact management.

"Contact management" means that enterprises can communicate with consumers at a certain time, a specific place or a specific occasion, which is an important topic in marketing in the 90s. However, due to information overload and a variety of media in the current market, the "noise" of interference has greatly increased. The most important thing now is to determine "how and when to reach consumers" and how to do so.

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 the loyalists of his brand to switch brands and build loyalty to that brand.

5. Innovation in 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 users or not, the integrated marketing planner will have more diverse, extensive marketing tools to complete the plan, the key is which tools, which combination can best assist the enterprise to achieve the communication goal.

Sixth, the combination of communication methods.

This final step is to choose the communication methods that will help you achieve your marketing goals, and the communication methods used here can be infinitely wide, except for advertising, direct marketing, public relations and event marketing. In fact, product packaging, commodity display, storefront, etc., as long as they can help enterprises achieve marketing and communication purposes, are powerful means of integrated marketing communication.

With the advent of the Internet and big data era, new integrated marketing methods are emerging in an endless stream, no matter which means can be beneficial to the brand and realize the long-term development of the brand, which is the most important.

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.