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Integrated marketing, this is excellent!

Time: 2018-05-05

Integrated marketing, this is excellent!

  Since the development of advertising, it can be said that it is a mess, chaos! From the traditional newspapers and other paper media advertising, to TV commercials, to the Baidu bidding advertising boom for ten years, until the rise of information flow in recent years, the advertising industry has entered the Internet, especially A new era of mobile Internet-led advertising. Internet advertising is based on technology-driven, and only technological innovation can have new advertising logic.

  Of course, in the technology-driven advertising world, there are still many advertisers who are striving to win with creativity and strategy. The famous Durex's marketing and preemption hotspots, Weilong spicy strips are not self-promotional marketing, Baique Ling WeChat page brush At the same time, there are at least a group of advertisers who are tirelessly pursuing the true meaning of advertising in the new era of the Internet.

  Today, Shanghai Insight is talking with everyone about the theoretical basis of advertising strategy, returning to the truth and talking about the nature of advertising planning.

  1. How to do well in integrated marketing planning

  Advertising is a typical communication behavior. Advertisers and advertising planners are the propagators of advertising. The word communication originates from Latin Communis, which means “common”. Communication consists of four basic elements: sender, information, pathway, medium, and recipient.

  The theoretical basis of integrated marketing communication is the 4C theory developed in the United States in the 1990s. The 4C theory shifts from the study of business operators to the concern of consumers, from "from the inside out" to "from the outside to the inside." "The historic transformation is the sublation of the traditional 4P theory.

  4C theory studies consumer needs and desires, and companies want to produce products that consumers need instead of selling what they can. The communication between products and consumers, consumers are not just pure audiences, they are also new consumers. Two-way communication between the company and the consumer must be realized in order to establish a long-lasting relationship with the consumer.

  Integrated communication needs to be based on consumers, based on data, to establish the relationship between consumers and brands, with "one voice" as the internal support point, and the integration of various media as a means. With the one-stop process, the complete story will be implemented on the conversion.

  2. How to develop an integrated marketing advertising strategy

  There are 10 steps to follow in developing an integrated marketing advertising strategy.

  1 Careful study of the product: Defining what needs to be met by the consumer of this product, what is the unique selling point.

  2 Target the target consumer: Determine what kind of consumer is the sales target and achieve "targeted".

  3 Compare competitive brands: Compare the advantages of competitive brands and their market image.

  4 Establish the personality of your own brand: It will be favored by consumers to study what kind of brand their own brand has established.

  5 Identify the consumer's buying incentives: What are the incentives for consumers to buy the brand? Why did the brand try it?

  6 Strengthen persuasiveness: We must strengthen the persuasiveness of advertising and convince consumers through the perfect combination of content and form.

  7 Clear advertising slogan: This is a shortcut that attracts consumers' attention among many consumers.

  8 Integrate various forms of advertising: unified integration of TV commercials, radio advertisements, print advertisements, online advertisements, etc., in order to achieve a large degree of consumer awareness.

  9 Study the consumer's form of contact to determine the delivery method: to study how consumers are exposed to their own advertisements, how to increase the number of consumer contacts, determine the way advertising is delivered, to reach brand awareness.

  10 Evaluate the effectiveness of the ad to quantify the effectiveness of the ad and provide a scientific basis for the next ad.

  3. How to make customers smoothly achieve conversion

  Consumers have a complete conversion path from contact advertising to final conversion. They have experienced three levels: from brand awareness, brand sensibility to purchase, and let consumers choose your products in the ocean of oceans and commodities. This is not only a process of accumulating a brand, but also an outbreak of each word.

  The consumer's purchase process is actually a way of knowing the price, quality, type, benefit, image and other information of the product through advertising media, salesmen, relatives and friends, and then taking the decision to complete the purchase. In this process, consumers compare the following points:

  1 New point: new models, new features, new forms, etc. are more likely to become consumers' concerns, so whether each advertising plan has new creative points lays the foundation for the success of advertising.

  2 Nearest point: The more products or services are close to consumers, the more consumers care.

  3 Hotspots: In consumer life, there is often a rapid behavior pattern. The pursuit of hotspots has become a test of the responsiveness of a group of advertisers. Typical cases such as Durex DIDI+UBER=DUDU, Weilong's imitation apple propaganda.