Integrated marketing strategy

From the evolution of the meaning of integrated marketing , it can be seen that its founders have given integrated marketing a new connotation. Combined with the latest progress of integrated marketing theory , the implementation and application of integrated marketing in enterprises can be divided into the following levels:

First, integrated marketing is not only a new marketing idea and concept, but also a management idea and management concept , and it is an important part of an enterprise's development strategy and business strategy . Through the integration of various internal and external resources and elements of the enterprise, the company has truly transformed from production as the core to marketing as the core.

Secondly, integrated marketing is a management system and management method . As a management system , it is to improve the integration from the behavior of the marketing department to the behavior of the entire company, making it the basis of the business strategy . The core of determining the business strategy of the enterprise is to control the internal and external resources of the enterprise through a reasonable and effective mechanism, so that the internal and external communication and dissemination mechanism of the enterprise is completely based on the idea of ​​integrated marketing to achieve the integration of internal management information and Integration of information channels for external communication of enterprises. It requires the company's information transmission to be consistent, that is, vertical consistency and horizontal consistency. Vertical alignment requires that the company's business strategy, tactics, corporate values, and information transmitted by the mass media be coordinated for a long period of time; horizontal means that the information transmitted by the enterprise through various channels at the same time must be consistent. As a management tool is through the establishment of appropriate organizational structure and management of the channel, so that the enterprise and all stakeholders are able to communicate effectively, that is, with consumers, employees, investors, competitors and other direct stakeholders and communities , Mass media, government and various social groups and other indirect stakeholders to conduct close and organic communication activities, understand their needs, and quickly reflect them in the company's business strategy through reasonable channels and appropriate methods, and continue to consistently Propose countermeasures.

Finally, integrated marketing is a new marketing concept and marketing model . It is the marketing concept and marketing model where the company realizes differentiation and wins more customers under the background that product homogeneity and marketing methods imitate each other, the market is saturated, and consumers can hardly distinguish the advantages and disadvantages. As the marketing theory, the central idea is that the company determines the unified promotion strategy of the company through effective communication with consumers to meet the value of consumer needs . At the same time, it coordinates the use of different means of communication and takes advantage of different communication tools. Form a strong publicity offensive and promotional climax at a lower cost.

In order to implement the above contents, there are four key levels to be grasped in the process of implementing integrated marketing operations:

The first level is to first coordinate all manageable parts of marketing communications, such as advertising, public relations, direct sales of personnel, sales promotion, etc., and adjust it into a coherent and unified whole. Emphasis is placed on improving and enhancing operational effectiveness and delivery of outbound communications. Therefore, the integration of various means and channels for external communication of all products and all markets is the core of integrated marketing.

At the second level, consistency and consistency within the company is the guarantee of consistency in marketing communications. Therefore, the internal resources of the enterprise need to be integrated. To enable enterprises to shift from being company-oriented and operation-oriented to being customer-, consumer- and end-user oriented. To this end, enterprises must establish corresponding organizations to ensure the implementation of integrated marketing. At the same time, it is important to establish the “key point” for customers to get to know the brand. These "key points" should serve as basic information for the customer or potential customer to understand the brand, product category, and goods or service provider. In addition to the brand's communication effectiveness, the main measures of products, prices, channels, sales promotion and employee uniforms, convenient and practical user manuals , product packaging, complaint resolution procedures, inquiry response time, loyalty recognition, reputation adjustment, clear and clear contact Channels and so on will affect the growth opportunities of enterprises. Especially with employees as marketing communication goals is a key aspect of the second level. If internal marketing communications programs are not supported or consistent with external marketing communications programs, up to 40% of marketing communications costs may be wasted.

The third level is that enterprises should use established organizational structure and technical capabilities to establish a reasonable internal information transmission channel and customer information management system. It mainly includes two forms. The first form is that the internal information of the enterprise is transmitted to customers, potential customers and other target groups in an optimal way. The second form is to use the database to pass relevant customer and potential customer information through the database. And achieve effective management.

(1) Experienced customer information. The company's database includes not only the names and addresses of customers and consumers, telephone numbers, and some simple statistical information . The key element is the ability to grasp past buying behaviors , such as past transaction history. The more information contained in the database, the better the ability to analyze purchase and repurchase types.

(2) The company's behavior data and personal attitude data enable the company to shift from overall output to actual economic benefits. In order to better meet customer preferences, needs and expectations, the use of transaction data can make companies better into a learning organization, helping front-line workers to know customer needs in advance, so as to follow the market and continuously meet market demand.

(3) There should be a set of analysis tools to enable enterprises to use a wide range of statistical methods and tools to evaluate customers and potential customers.

(4) To improve the effectiveness of communication, companies must also distinguish them according to economic standards , and pass specific information to different groups of people. In particular, they must transfer their marketing resources and priorities to the most valuable customers and potential customers of the company. Personalized marketing.

The fourth level: promote strategic decision-making and financial integration of enterprises . It mainly solves the problem of enterprise resource allocation and enterprise cooperation .

Located in the northwest, Western Brewery Co., Ltd. is a typical western small and medium-sized enterprise. If a company wants to gain a foothold in a fiercely competitive market, it must first make sure that all possible internal and external resources can be reasonably allocated. The issue of communication effects, and this is the unique function of integrated marketing communication.

The main contents of Western Beer's implementation of integrated marketing strategy include:

First, set up an integrated marketing center to coordinate all manageable parts of marketing communications. In charge of the three functional departments of planning and public relations, product research and development, and sales service , responsible for specific marketing tasks, such as advertising, public relations , direct sales of personnel, sales promotion, etc., and adjust it into a coherent and unified whole. At the same time, with marketing as the center, coordinate the work between various departments for marketing services. Give full play to the advantages of various resources to promote the formation of a marketing situation for all employees.

Second, plan the internal resources of the enterprise. Establish corresponding organizations to ensure the implementation of integrated marketing. Through the integration of departments, the posts and departments that were originally separated from several departments are integrated into a functional department to avoid the duplicate setup of departments and posts and obstacles to horizontal communication. Eliminate the phenomenon of multiple administrations, reduce communication links, and improve work efficiency. At the same time, the brand value is extended to the management of each link of the internal supply chain . If the internal marketing communication plan is not consistent with the external marketing communication plan, a large amount of marketing communication costs may be wasted.

Third, establish a reasonable information management system. Make the entire company's PDCA cycle based on information as the core, make decisions based on the accurate information provided by the information system, then make relevant plans based on the decisions and related information, and then the executive department will issue instructions according to the plan Implement it to the corresponding agencies, and finally, the implementation department will report the situation to the relevant departments for timely inspection and feedback. Through the decision-making system, planning system, execution system and inspection feedback system to share and make full use of information to complete the entire cycle.

Fourth, promote the integration of corporate finance and strategic decision-making systems. By paying attention to customers and obtaining customer value information, the company can make marketing communication investment based on the measurable "return on investment", and the company can learn the value that integrated marketing communication can bring to the company. This makes the company from every aspect, from product quality, human resources to after-sales service and other aspects of strategic and organizational transformation in order to truly play the role of integrated marketing.