How to start with integrated marketing to improve user conversion rate?
Integrated marketing literally means integrating each independent marketing content into a whole, and each part cooperates together to achieve the effect that the whole is greater than the sum of the parts, and create huge profits for the enterprise. A deep understanding is to design a strategy according to the goals of the enterprise, to control the various resources of the enterprise, and to achieve the strategic goals. Therefore, whether it is marketing or integrated marketing, its purpose is to convey a clear brand image, expand industry awareness, and increase the number of users.
However, before integrated marketing, it is necessary to clarify that integrated marketing = multi-channel promotion. Integrated marketing cannot simply integrate multi-channel advertising as positioning, but accurately analyze and judge, select marketing channels suitable for users, and achieve high-quality user transformation. How to correctly formulate an integrated marketing strategy to achieve a high user conversion rate?
1. Determine user characteristics and channel scope
In integrated marketing communication, the consumer is at the core, in-depth research and understanding of the consumer is the basis of marketing, any product or service must be targeted before entering the market, most men or women buy the product? Is it a mother or a working woman? These have different effects on the selection of marketing channels, and the scope of the channel selection is determined by the main positioning.
2. Channel selection and determination of channel promotion content
Determine the scope of general channel selection, and select the main marketing and promotion channels according to the main age and occupation. Different channels have different audiences. Sina is more inclined to young market users, while Tencent's users are more inclined to young people. Mature groups, Baidu traffic is complex, and user groups are diverse. Segment the market to pay attention to vertical media. The choice of media channels directly determines the cost ratio and strategy of marketing promotion.
The promotion content matches the audience of the distribution channel:
Young market group: impulse consumption. Use color impact + text content rendering to directly mobilize tourists' shopping mood.
Mature market groups: Rational consumption, use figures, percentages and other data to prove product strength, display product factual information such as product features, uses, and usage methods, and form rational appeals. At the same time, marketing word of mouth can strengthen the display of brand strength.
In fact, in marketing, many things are from the user's point of view, and many strategies can be broken down. At the same time, in addition to integrated marketing, integrated enterprise management is also carried out, such as:
Integrate personnel: Let professionals do professional things, first complete the content they are responsible for with quality and quantity, and then cooperate with each other between departments. In the face of difficult tasks, people need to cooperate with each other to achieve a unified goal while performing their duties. Work together to maximize human resources.
Integrate goals: team goals and individual goals, the result of achieving individual goals is to achieve team goals. Integrate marketing goals, so that subordinates have a big goal, work toward the same goal, and work in the same direction to better achieve marketing goals.
Whether it is marketing or management, the purpose of integration is to achieve better marketing effects through the integration of channels, personnel, and goals.