Where Is The Core Of The Integrated Marketing Communication Innovation Value?

As early as 1973, Peter Drucker, the father of modern management, said: "the purpose of marketing is to make sales redundant.

The purpose of marketing is to deeply understand and understand customers, so that products and services are completely suited to their needs and form the self sale of products.

The ideal marketing will produce a customer who has come to buy.

The rest is how to facilitate customers to get these products or services.

Although Drucker describes an ideal marketing prospect, he has touched on the true meaning of marketing. Marketing must start from the needs of customers and give them a real sense of satisfaction.

Therefore, for a long time, modern marketing insists on developing attractive products, making attractive prices, and making it easy to get the basic pursuit.

In order to achieve marketing value, the company not only defines its role as a maker, but also defines it as a communicator and promoters, as Philip Kotler said:

Every company is bound to play the role of communicator and promoters.

For most companies, the problem is not whether to spread, but what to say, how to say, who to say and how often to say.

However, as more and more companies appeal to seize increasingly distracted customers, marketing communication is becoming more and more difficult.

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Because for all companies and brands, marketing communication has become an inevitable means to achieve marketing objectives.

Under the background of competitive diversification and information diversity, many companies focus on the pursuit of customer attention in marketing communication. However, when a company or brand takes great efforts to gain attention, it often finds that simple attention does not create corresponding market interests.

All this is a reminder of the fact that with the change of market, marketing communication is only enough to create attention. If a brand wants to maintain marketing, it must go beyond the level of simple information pmission to achieve good communication with its existing or potential parties and the public.

That is to say, the new marketing communication is neither a simple information pfer problem nor a simple customer satisfaction problem.

In fact, integrated marketing communication is formed in order to achieve new marketing value.

Just like the two girls who entered the cafe in the past, the task of integrated marketing communication has not been simply conveyed by information, or even its core is not to satisfy simple promotion and information pmission, but to reach a complete agreement between marketing and communication, and to strive to build a stable relationship with customers and stakeholders in an interactive process, so as to achieve the ultimate value of brand.

Therefore, integrated marketing communication involves listening and exploring the needs and motivations of customers and stakeholders. Accordingly, valuable information is disseminated in the most effective way, and a good feedback and communication mechanism is formed.

Compared with traditional marketing communication, simply summarizing the innovation and value added of integrated marketing communication is mainly reflected in two aspects:

The starting point of traditional marketing communication is promotion without exception.

Whether it is advertising, public relations, sales promotion and personal selling, or other means of marketing communication.

This marketing communication is based on the fact that the sales task is a direct goal, so no matter how the packaging is, it can not conceal its naked trading pursuit.

The idea of integrated marketing communication believes that the purpose of marketing communication is to establish and enhance brand value rather than a simple paction pursuit.

The way to establish and enhance brand value is to achieve the relationship with customers and stakeholders. In order to achieve this kind of relationship, marketing communication means information communication and interaction between brand and customers and stakeholders.

Therefore, integrated marketing communication means customer relationship management, one-to-one marketing, integrated marketing, relationship marketing and strategic brand information dissemination.

Although these marketing communication models focus on different ways, they are basically for the same purpose: acquiring, maintaining or enhancing the relationship between customers and the company or brand.

Although traditional marketing communication also recognizes the value of demand, it puts forward the concept of market segmentation, and emphasizes the positioning strategy for the target market. However, when setting up marketing communication mode, it always starts from the interests of marketers, and stands for the one-way information request from customers or stakeholders.

This kind of marketing communication can not only achieve the communication of information, but also can not guarantee the true benefits of information dissemination. The most typical aspect is the application of mass media advertising.

With the consideration of brand relationship in marketing communication and the evaluation of the effects of various forms of communication and contact, in the process of communication with customers and stakeholders, it is a new trend of marketing communication to selectively use corresponding contact methods according to actual needs to ensure the best communication effect.

The purpose of integrated marketing communication is not only to ensure that the information conveyed is clear and consistent, but also to ensure that information communication and feedback can be formed in the process of communication with customers and stakeholders.

It comprehensively manages different forms of contact, and maximizing its communication benefits as far as possible.