With the increasing diversification of digital media, the amount of information transmitted based on digital media has also exceeded the ultimate critical point that consumers can carry. For more and more brands, the problems that need to be solved are not simply limited to how to use digital. Marketing talks to consumers but how to make your brand stand out among the massive brand information, leave a deep impression on consumers, gain consumer recognition, win more consumer marketing attention, and ultimately translate into marketing returns and business benefits.
But all this is not simple. In the face of the massive wave of marketing information, consumers have begun to change and are keen on integrated marketing models based on interest-based interaction. More and more practical marketing cases have proven that interactive integrated marketing is becoming the dominant marketing strategy direction of a large number of brands, and interactive integrated marketing has also become the leading marketing strategy direction for many brands. The digital marketing industry brings new thinking and challenges.
Marketing has reached the era of interactive integration
As a pioneer in the field of marketing, digital marketing has always carried the banner of the expander of front-end marketing theories. The rapid development of the Internet and the fission of digital media media have prompted the digital marketing industry to continue to Self-breakthrough explores scientific and leading marketing paths for brand advertisers.
The data released by the authoritative digital marketing third-party organization in January 2020 shocked the digital marketing industry like nuclear fusion. According to a large number of samples surveyed, consumers’ trust in advertising has undergone subversive changes. More than % of consumers believe in recommendations from friends. The second place is the social evaluation with more than % proportion. This change closely outlines the source selection of consumer decision-making information. There is no doubt that more consumers trust information sources from acquaintances and social comments generated by users on the Internet far beyond other daily advertising and public relations information sources. Furthermore, marketing strategies based on the influence of consumer decision-making will gradually need to shift from the original display advertising dominance to the interaction dominance with consumer-generated content as the core.
The "Second Statistical Report on Internet Development" released at the same time revealed that as of January 2018, among the most commonly used network applications by Internet users, there were as many major categories with Internet users' usage rates exceeding %. When more and more vertical applications become the basic components of the Internet and vertical applications gradually develop into platforms, consumers all over the Internet no longer appear alone in any network application, but have complex network behaviors themselves. This level of individual complexity includes the combined use of different network applications to meet a variety of combined needs, access to different devices (or mobile devices), and network access scenarios at different times and spaces. In other words, the media strategy based on consumers’ catalytic habits will gradually evolve from the wait-and-see style of single media communication to the matrix-based three-dimensional integrated media communication.
The "Second Statistical Report on the Development of the Internet" released by the source
The "Statistical Report on the Development of the Internet" released by the source
When the slogan of consumer dominance becomes the decisive factor in modern business competition How to cater to consumers' decision-making influence habits and catalyst habits has become a difficult problem facing all marketing departments. The actual issues that need to be faced include) How to encourage consumers to actively share their purchasing experiences? Influence the circle of friends with similar interests to drive consumers to help deliver more credible brand information or marketing information) How to match the matrix-type catalyst habits of consumers? Create reasonable, high-quality solutions for brands based on consumers’ Internet access scenarios, application interests, habits and other elements!
It is obvious that marketing is no longer a crude trick that can conquer the world by overwhelmingly delivering display-type hard advertising information. Based on the interest logic of target consumers, carefully design an interactive mechanism that allows consumers to empathize with them to win consumers' value resonance and awaken them. The desire to participate integrates the information transfer media matrix and implements the comprehensive traffic platform data technology to ensure the professional marketing tools for dynamic strategic adjustment needs. It has become the core goal that a large number of brands urgently need to challenge and conquer!
The core elements of interactive integrated marketing
The core of interactive integrated marketing is that the interactive mechanism implements the overall marketing situation, and multi-dimensional integration provides strong support for the achievement of marketing goals. It is like the different components of a life cycle. The relationship between them is by no means a simple stacking, but lies in the high skill of the marketing designer and the layout and configuration of the overall compliance conditions.
The core elements of successful interactive integrated marketing can be divided into four basic dimensions: 1) interactive strategy mechanism 2) multi-dimensional cross-border integration 3) interactive platform technology 4) scientific and complete evaluation system.
1) Interactive Strategy Mechanism
As all marketing practitioners know, the fundamental starting point of all interactive strategies is to provide strategic directions with high participation frequency based on the interest tags of the target group. In the process of formulating the interactive strategy mechanism, matching factors in two major directions will be required. One is keen and accurate consumer insight. In the diversified Internet era, consumer interest tags present diversified characteristics. Grasp of consumer interests is the key to formulating interactive integration strategies. The second starting point is to capture the intersection of value resonance based on brand marketing appeals and consumer interest tags to provide an interactive strategy mechanism that can not only meet consumers' interest in participating in interactions but also meet brand marketing goals
2) Multi-dimensional cross-border integration
All integrations are based on marketing planners’ high familiarity with consumer media habits and Internet/mobile Internet applications. Contemporary consumers are no longer dumb and indistinct guinea pigs. On the contrary, consumers have already been overwhelming. In the marketing information, a pair of piercing eyes, a golden bell, a golden bell, an iron cloth shirt, and a consciousness of iron cloth have strong immunity to any advertisement.
How to capture consumers’ media habits and weave an integrated media network? How can we make consumers invisible to scientific catalyst layout? At least four levels of cross-border integration) Content-level integration is a brand or marketing hawking activity that is no longer suitable for the era of interactive integration. In this era when consumers are king, content strategies need to be integrated to cover consumer value. The full dimension of resonance) The application level integration of a single website application or mobile marketing information transmission bursts out in breadth and depth far less than the results of matrix application integration. The effect of integrating more precise network applications into the interactive level will be +) Media level integration. We need to know that every minute a consumer connects to the Internet, one minute comes from a mobile device. Therefore, all interactive mechanisms that cannot be synchronized between the Internet and the mobile Internet are wasting traffic costs every minute and every second. Integration technology that matches users' access and participation in interaction using various mainstream mobile devices is the minimum requirement.) The competition brought about by the commercialization process of resource-level integration is becoming increasingly complex. The probability of a business miracle that can move the earth with a toothpick is approximately Therefore, in the field of cross-border integration, brands also need to open up as much as possible. The strategic group's dispatchable resources include more databases, more store resources, and more partner resources to collectively provide solid resource support for cross-border integration.
3) Build an interactive and adaptive traffic landing platform
The platform is a virtual interface that carries the interactive strategy mechanism. This virtual interface will not be in the traditional sense in interactive integrated marketing but needs to be able to operate on multiple platforms at the same time. The application level, the media level, the resource level, the traffic landing point role, which carries the beachhead's blade mission. All interactions are carried out on this interactive platform. The quality of interaction and adaptation will form a barometer of the interactive platform technology.
4) Scientific and complete evaluation system
It must be admitted that the rapid mutation of digital marketing has flattened the entire commercial value chain. In many cases, advertising and marketing have shown a trend of integration. Even so, strategic creative communication and other front-end business layout needs Combined with the concrete marketing layout, it is related to the strategic layout of the brand. Based on the intersection of different businesses in different links, a scientific evaluation system that is suitable for the company's competitive environment and actual operations has become an important benchmark for corporate business decisions. It will help companies quickly and accurately diagnose the overall view of interactive integrated marketing at different stages and prevent the results from simply being summarized as The local strength and weakness of a certain link or a certain business.
On the premise that the four basic dimensions are like the foundation of a pyramid that is solid and indispensable to each other, they can continue to provide reliable endorsement for the effectiveness of the interactive integration strategy.
Actively revolutionize or be revolutionized?
We must know that revolution is never a dinner party. In the face of the revolutionary wave, there is no third compromise path for wall-riders except actively embracing the revolution and playing the vanguard to earn innovation dividends or facing the misfortune of being confiscated after the revolution. For brand companies, the business law of the jungle is always cruel and fair.
Embracing the interactive integrated marketing revolution lies in the preparation and creation of four basic conditions
Concept companies need to clearly understand that user thinking dominates the business process and customer demand dominance is not a simple slogan printed in the company’s internal magazine. This is an iron law that needs to be truly recognized by the entire team in the marketing layout. Based on the magnitude of customer demand for interactive integrated marketing, we recognize the importance of interactive integration strategies in guiding overall marketing strategies and can persist in implementing them in actual business.
The organization has an organizational structure and knowledge system with interactive and integrated thinking that needs to become the blood of the enterprise. Different organizational structures have knowledge structures and marketing experience adapted to different businesses and will also be given relevant organizational goals. A professional knowledge structure and an organizational structure sufficient to support the achievement of goals are indispensable conditions in the attempt and exploration of interactive integrated marketing.
Resource interactive integrated marketing is not a strategy or an idea, but the investment and return of many business resources. Many companies insist that a bright idea can rewrite the market competition pattern. However, in the complex battle situation of multi-front confrontation Including strategic creativity, more resources are needed to be invested in the right direction under the guidance of strategic creativity, and then integrated and exploded to impact the company's marketing goals.
The foundation of technical interactive integrated marketing lies in the strong technical support of professionalism. Without matching the powerful technology of interactive integrated marketing, all efforts are like drawing cakes to satisfy hunger. In the dynamic game of digital marketing, the power of contemporary technology has become the pressure to help strategic creativity relate to ultimate success or failure. The bottom of the box is reraised.
Since ancient times, business wars have never been opportunistic. The gradual improvement of the overall basic conditions will help enterprises embrace interactive integrated marketing in their development and growth. Marketing value-added can truly win business value for enterprises and also provide consumers with better enjoyment. Consumption experience is swimming smoothly in the vast wave of the Internet era.
Yingsheng China
Yingsheng China is the earliest professional service provider involved in Internet marketing. It has strong strength and excellent reputation in the fields of Internet interactive integrated marketing and Internet public relations. It is based on multiple sets of independently developed patented technologies for Internet marketing and networking. The public relations execution analysis system matrix provides customers with Internet interactive integrated marketing planning and execution, Internet public relations, social media marketing strategy formulation and implementation, mobile marketing strategy formulation and implementation, Internet public opinion customized solution analysis reports, and rapid growth of sales leads or brand effects. Various integrated marketing service packages.
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