What is integrated marketing? How to do it?
In 1995, the concept of integrated marketing was put forward for the first time, and once became the marketing bible of the advertising industry. For brand owners, the means of marketing is integration, and the purpose of marketing is to focus on consumers, convey consistent product information, establish the status of products and brands in the eyes of consumers, and finally achieve sales goals. Integrated marketing promotion is not a simple multi-channel advertisement. Products or services need to be in frequent contact with users from multiple angles, and then attract and persuade target users under a unified brand strategy.
1. The core of integrated marketing
Integrated marketing communication is the integration of communication activities related to marketing. Enterprises should carry out precise marketing with the help of big data trends and master targeted marketing methods. In addition, it is necessary to integrate the continuity and strategic orientation of marketing strategies in terms of cognition, image, function, consumers, relationship management, etc., and constantly unlock new ways of playing in practice.
2. Several promotion models for comprehensive marketing coverage
- Forum marketing
Using forums and other network communication platforms, through professional planning, writing, distribution, Q&A, monitoring, reporting and other processes, using the powerful gathering capabilities of forums to achieve efficient communication in the forum space, including various top posts, ordinary posts, series posts, wars Posts, multi-picture posts, video posts, etc. Forums can also be used as a platform to hold various activities such as buildings, maps, videos, articles, etc., mobilize the interaction between netizens and brands, and achieve the purpose of brand communication and product sales. Due to the popularity of forum platforms, most people will more or less come into contact with some community forums, where netizens can communicate and discuss with each other, which can improve the reputation and image of enterprises, brands and products. At present, mainstream forum and community platforms mainly include Baidu Tieba, Douban, Tianya and other platforms. Doing a good job in forum marketing can quickly improve the popularity, reputation and market competitiveness of enterprises, brands and products.
- Self-media marketing
Self-media is also one of the important ways of integrated marketing and promotion of the entire network. With the rapid development of the Internet and mobile Internet, more and more brands promote their brands, companies and products through our media. Self-media marketing is usually professional knowledge sharing content, competing for the right to speak, and then influencing the thinking and purchasing behavior of readers and consumers. At present, mainstream self-media platforms are divided into news and information categories, UGC categories, blog categories, short video categories, and vertical categories, including Toutiao, WeChat Weibo, Xiaohongshu, Zhihu, Baijiahao, Sohu, Dayu, Bear's Paw, Gale, Kandian, Penguin, Netease, Douban, Jianshu, Yidian, etc.
- Word of mouth marketing
Once the word-of-mouth marketing plan is successful, its communication effect is amazing. Word-of-mouth marketing spreads the fastest, using the interactive and convenient features of the Internet, through customers or company marketing personnel through text, pictures, video word-of-mouth information and target customers interactive communication, two corporate brands, products, services and other related information, to deepen target customers influence and impression, and finally achieve the purpose of network marketing.
- Search Engine Marketing
The basic concept of search engine marketing is to let users find information, click to enter the website/webpage through search engine search, and further understand the information needed by the enterprise. When introducing search engine strategies, it is generally believed that search engine optimization design has two main goals: to be indexed by search engines, and to rank high in search results. SEM methods include SEO, paid rankings, accurate advertising and paid inclusion, etc.
- Video marketing
Video marketing refers to a network platform with video websites as the core, content as the core, and creativity as the guide, and uses well-planned video content to achieve product marketing and brand communication purposes. Including the shooting of brand creative videos, or brand account operations on popular short video platforms such as ktok, Kuaishou, and Huoshan, in order to obtain the growth of fans and increase brand awareness.