IMC s Marketing Communications, Integrated Marketing IMC

Integrated marketing is a systematic discipline with rich disciplinary connotation and extension. Among them, it includes the core concepts of "advertising and **", "process", "strategic orientation", "consumer-oriented", "stakeholders" and "feedback control", as well as marketing, advertising, strategy, finance and other related disciplines.

The father of integrated marketing is Don Schultz, an old gentleman with a bachelor's degree in business administration, a master's degree in advertising, and a doctorate in mass communication.

In 1993, Don Schultz published his first authoritative book "Integrated Marketing Communication: Effective Because of Integration", marking the establishment of integrated marketing communication as a discipline. The focus is on how to create a unified organizational image through various communication activities (e.g. advertising, public relations, direct mail, etc.), the so-called "one sight one sound".

In 2000, Don Schultz and Professor Philip Cage of the School of Management at Belfast Queen University published a second book, Communicating Globally: An Integrated Marketing Approach, which was the first monograph on integrated marketing communication from a global perspective. Global Integrated Marketing Communication Concept" and "Eight-Step Model of Integrated Marketing Communication".

In 2003, his third book, The Next Generation (IMC), proposed the "Five-Step Model of Integrated Marketing Communication" and wanted to address the financial and strategic integration of IMC from the perspective of "customer return on investment (ROCI)".

The book points out the way forward for the development and improvement of integrated marketing communication theory, and lays a solid foundation for the implementation and evaluation of IMC programs.

Answer: How to carry out a combination of integrated thinking in marketing planning?

1) In the process of marketing strategy decision-making, the study of marketing strategy is a four-step principle:

1.Reform strategy now, 2Gradual abandonment strategy, 3Natural Elimination Strategy, 4Centralize policies.

2) In the study of marketing strategy, the method of integration and combination thinking is a 4-step extraction method

1.Product attribute enumeration method, 2Forced Relationship Law, 3Investigative Law, 4Brainstorming method.

3), in the study of marketing its product level for different 4 categories of products:

1.Core products, 2Form Products, 3Extended Products, 4Add-on products.

4), in the study of marketing strategy decision-making portfolio of its products at the level of 5 different categories of products

1.Demand Family, 2Product Family, 3Product Category, 4Product type, 5Product items.

5) In the marketing strategy level, the research of product portfolio thinking strategy is the principle of 3 steps:

1.Expanding the product portfolio, 2Downsizing the product portfolio, 3Product extension strategy.

Personal summary analysis:

As the strategic decision-making level of marketing management personnel, in order to improve the innovation vitality of the product market, to enhance the innovation drive of the combination of products and the productivity of its core technology as the development field, to all aspects of the product varieties and its types to create an extended brand strategy of products, to the research team to continuously explore the path of new product research, to continuously develop the core strength of new product technological innovation, to lay a solid foundation for the expansion of new product sales channels, to develop the way of marketing products with new concepts in the field of modern high-tech, To wholeheartedly lay a good foundation for the market product share and its brand.

Thank you! Answer: How to use new media to communicate product marketing?

First of all, pay attention to the brand effect and communication effect in the marketing process, and can communicate the way and information in the form of the best (celebrity lectures, news events, TV shopping, celebrity endorsements), so that the marketing and promotion methods can quickly climb to enhance the popularity and credibility of the product.

Secondly, in the marketing process, users and customers can experience the trial value of their products, and the quality assurance of products can be improved with high-quality services.

Thirdly, in the process of marketing promotion, we should pay attention to the research and planning of the brand area, so as to objectively reflect the necessity of marketing means, to enter the market with new products, to focus on the sharing of customer resources, and the comprehensive benefits of marketing integration resources, so as to reflect the optimization and reasonable allocation of high-end product marketing, to reflect the fashion trend of new concept marketing, and the inevitable trend of diversified marketing.

Finally, the use of new communication and marketing methods, in order to continue to accumulate and learn from the rich experience of market investment, to continuously improve the marketing of innovative combinations of programs and measures, in order to continue to seek the development of new industries historical opportunities, and the new market to give birth to new business and new business development trends, to create a new marketing heights, with the scale of the industry to establish a new benchmark in the market. Thank you!

IM marketing, also known as instant messaging marketing, is an online marketing method for enterprises to promote products and brands through instant tools IM to achieve target customer mining and conversion.

IM marketing, also known as instant messaging marketing (instantmessaging), is a means for enterprises to help enterprises promote products and brands through instant tools IM, which are commonly used in the following two situations:

The first is network communication, when small and medium-sized enterprises establish ** or enterprises **, there will generally be instant messaging**, so that potential customers will naturally take the initiative to contact ** business if they are interested in products or services.

Second, advertising, small and medium-sized enterprises can release some product information and information through IM marketing communication tools, or they can release some expressions that netizens like to see, and at the same time add the logo of the enterprise to promote.

Depending on the attributes of instant messaging, IM instant messengers can be divided into the following categories:

1.Personal IM

Personal IM is mainly for individual users, non-profit purposes, convenient for chatting, making friends, entertainment, such as QQ, MSN, Yahoo Messenger, NetEase PoPo, Sina UC, HI, Mobile Feixin (PC version) of timely communication software. This kind of software is usually supplemented by **, software-based, supplemented by free use, and value-added use.

2.Business IM

Business here generally refers to the buying and selling relationship. Business IM is usually represented by Ali Wangwang** Tong and Ali Wangwang** version. The main function of business IM is to find customer resources or facilitate business contacts, so as to achieve business communication or work communication at a low cost.

Such IM users are for the purpose of small and medium-sized enterprises and individuals to achieve business and sales, and foreign companies can also easily realize cross-regional work exchanges.

3.Enterprise IM

There are two types of enterprise IM, one is mainly for internal office purposes, aiming to establish an employee communication platform; The other is based on instant messaging, and the system integrates various practical functions, such as enterprise communication.

4.Industry IM

Industry IM is mainly limited to IM software used in certain industries or fields, and is not known to the public, such as the Grand Circle, which is mainly prevalent in the game circle. Industry IM also includes IM software launched by the industry, such as IM software launched by chemical industry. Industry software, mainly relying on the purchase or customization of software with the organization.

IM marketing is an important means of network marketing, is an effective tool for business opportunity mining, customer service, viral marketing, is another important marketing method after email marketing, search engine marketing, it overcomes the lack of information transmission lag of other non-instant messaging tools, and realizes the communication between enterprises and customers without delay.

In order to facilitate work communication, more than half of the users use IM to conduct business transactions at work. As an instant selling tool, the most basic feature of IM is instant information transmission, which has the characteristics of high efficiency and speed, whether it is brand promotion or conventional advertising activities, it can achieve huge marketing results through IM. As some scholars say, instant messaging platforms have the inherent potential to become marketing platforms.

2. Serve as the best contact point and the most integrated marketing platform.

3. Booster of viral marketing.