Network marketing can accurately locate the target audience
Marketing is a comprehensive system engineering. In the process of network integrated marketing communications, marketing positioning, appeal, integrate the purpose and the subsequent network marketing tools, methods, consistency is very important.
Network of integrated marketing communications = traditional advertising + + mobile phone recognition + + search engine marketing, Email marketing and interactive marketing network marketing (site knowledge, information, services, and guide) + follow-up service (telephone, documentary, customer relationship management, before/in/after service)
In the above formula, the enterprise marketing appeal, positioning must be consistent with the spread of follow-up measures (services). Studies have shown that: if the integration of the consistency of the do well, will lead to the marketing effect of multiplication (or even exponential growth curve). On the other hand, the marketing effect will sell at a discount greatly.
As is known to all, the existing mass media advertising is more and more big, the effect is worse and worse. "I know that advertising is wasted at least half the time, but the problem is I don't know what half." John wanamaker this quote says the most about the modern enterprise. At the same time, it illustrates the traditional marketing media if not integrated network technology as support behind encountered difficulties.
At present, enterprises are faced with the dilemma: is in the marketing to subdivide the target audience is not difficult. Difficult is difficult, when enterprises after drawing the outline of the target audience segmentation, only to find that the traditional media can't distinguish between the target audience and the general public, more can't effectively convey the information to the target audience.
Potential customers in actual demand at the same time, and often can't find the most suitable product or service provider.
Network of integrated marketing communications is the best way to solve the above problem.
Network of integrated marketing communications requires enterprises to formulate marketing strategy, must accurately on the target customer. Choose the media don't have to be "bigger", and "accurate", "channels", "consistency".
"Accurate", is to find media that can be directly facing the target clients, to make more and more accurate, method, more and more effective information communication channels.
"Multi-channel", is to do a variety of media mix, make customers come into contact with what kind of media, through which way can be very easy to find us.
"Consistency" is to ensure that the marketing purpose, appeal with the public response, coding classification, possible ways of search words, links, site each child theme and content rendering forms, etc.
Studies have shown that in the traditional media environment, the same content with the effect of the two media show consumers a, than in the same media show consumer 30% higher than the effect of the two. Therefore, the enterprise marketing information dissemination to use different tools, from a different time, different space, different communication channels are complementary in all aspects. According to the foreign research data shows that: if the 10 million advertising separate use, 20% lower than integration using effect. Also, the combination of 10 million advertising, comprehensive effect than single on the television advertising is higher than 30%.
It is only a single refers to the combination of traditional media, if coupled with recognition, mobile communications, search engine marketing and the needs of the customers take the initiative to find, and the enterprise can according to different requirements, consistent aim to integrate a variety of media, effective communication effect will be doubled.