Integrated marketing communication open and inclusive universal values-SK- cosmetics, Procter & Gamble Marketing – hairdressing industry
18 century science master Newton has created a series of words to describe his gravitation, he was blamed at the time: Why do not people familiar with the vocabulary but ingenuity? Integrated Marketing Communication is just the contrary happened, whether academic or business community many people are talking about it, all kinds of business plans, labeled an "integrated marketing communication" tag, integrated marketing communication has become almost fashionable Marketing terminology. This phenomenon reveals at least two facts: first, the integrated marketing communication as a modern marketing and marketing communications ideas, has been generally recognized by the market and become an influential new theory; second, integrated marketing Communication concept itself has great tension inclusive and theory, and even has some transcendent universal value, so it covers almost all areas can be found in its shadow.
Understand the impact of integrated marketing communication and theoretical tension, it is essential to be concerned about the market environment and information technology changes. This change has led to marketing and marketing communications is undergoing subtle changes, more competitive, customers are increasingly sophisticated, increasingly high market expectations, while the influence of marketing communications is getting smaller and smaller. Can be simply summarized the current market environment: With the product-led era of the past, the traditional reliance on differences in access to the consumer product itself less and less likely to agree, but in the past to create some differentiation methods of marketing and marketing communications, in shaping the brand and also create a new degree of class homogeneity. It's like even though many consumers will love the different sports brand, but very few consumers can tell the exact Nike (NIKE) and Adidas (ADIDAS) difference. In such a context, the core point to achieve marketing value has been fundamentally changed, no longer the traditional product-based model of the main channel promotion, but consumer product or brand identity and relationships. If we say that traditional marketing is to develop a good product, and appropriate pricing, combined with the appropriate sales channels and strong promotional and marketing value can be basically realized, now that number is not enough, even the hard-line pass. Because consumers generally face little product or brand has a different nature, their function and value on the degree of homogeneity, and its promotion and advertising on the similar model without the second cause. Consumers may have noticed that the product or brand information, but may be purchased at the last minute, he gave up the product or brand; perhaps consumers have to buy and use, but use the experience and contacts to buy again when the feeling has led to the re-selection . And sometimes even rely on advertising and promotion by the establishment of a large number of consumer recognition, among relatives and friends are likely to understate because consumers will resist the idea of a word. Signs revealed a reality of any brand if not for good communication with consumers, marketing value to be fulfilled. Therefore, a great deal depends on marketing in the spread is that the so-called marketing communication, communication is marketing.
Spread is also facing a severe test. The proliferation of business information led people to understand and accept the brand even more difficult, for many years been widely used in advertising, public relations, promotions and other marketing personnel to promote dissemination of tools become more complex and even powerless. Emerging means of communication, especially the rise of networks and new media, not only changed the information flow and information transfer mode, but also changed the course of marketing communications role and status of various market entities. A wide range of media forms and the spread of multi-level contacts, making the brand associated with continued extension of the external, with customers and stakeholders to enhance the power of marketing communication is becoming a multi-interactive, open and inclusive activities. Brand information everywhere, all-inclusive marketing communication tools also. There exist information that there is dissemination of information, when any company, any brand, whether by act or omission of information may be a time, they face more than just how to say, but also face with what, how, how others see problems. Marketing channels for the dissemination of information so diverse in content but also the unprecedented diversity. Like the iPod's popularity comes from the message of fashion design, Google's success is largely due to the impact of word of mouth, like those of traditional business is a new way to communicate with customers during, Starbucks is full of humanity emotional experience in marketing, Mengniu Dairy attention to social responsibility philanthropy, these are summarized into one purpose: the brand must be with customers and stakeholders to get a good exchange.
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