How does integrated marketing work? Detailed analysis from a planning perspective

How to make good use of integrated thinking in planning programs?

The so-called integrated thinking is actually very telemarketing list simple. For example, if you want to eat spicy crayfish at noon today, but you don’t have time to go to the store, and the takeaway is a little expensive, what should you do? So you persuade your colleague to share the order with you, and give this colleague the coffee that another colleague brought you, and ask him to help get it when the takeaway arrives. Half an hour later, you two happily ate crayfish.

This is actually integrated thinking, in order to achieve a certain goal, mobilize all available resources to achieve it.

Integrated marketing, often referred to in marketing, is just the application of this kind of thinking in marketing. In order to understand the application of "integrated thinking" in planning programs, we might as well start with integrated marketing:

1. Detailed analysis and interpretation of integrated marketing

Integrated marketing is to design the strategy of the enterprise according to the goal, and control the various resources of the enterprise to achieve the enterprise goal. To put it apart, it is to integrate all internal and external resources of the enterprise as a marketing method, and then fully mobilize all positive factors to achieve the unified marketing goal of the enterprise.

Xiao Seng believes that the starting point of integrated marketing is actually to reduce costs and improve efficiency, which essentially includes two basic requirements, that is, consumer orientation and integrated behavior.

1. Consumer orientation

That is, marketing must grasp consumer demand and consumer behavior, because all market activities revolve around consumers, and marketing is also consumer-centric. If integrated marketing is separated from consumers, it will be meaningless.

Marketing is not about sprinkling pepper in the sea, it is about taking specific measures to target groups, that is, any marketing must be targeted (MandCX). Delineate some groups to expand, which can not only avoid waste of resources, but also maximize the goal of meeting consumer needs. If you don't know which part of the population you are targeting, don't talk about integration, because the original intention of integration has been deviated from the starting point.

Another meaning of consumer orientation is that marketing methods must conform to consumer habits and preferences, and can be developed for specific scenarios on the consumption behavior link, so that positive feedback and optimal results can be obtained. This is why marketing should adopt different means for specific problems, and adopt corresponding marketing methods and dissemination content for different consumer groups.

2. Integrating Behavior

Marketing integration is not only the integration of marketing actions or marketing departments, but the integration behavior here includes the production behavior and market behavior of the enterprise.

That is to say, within the scope of integrated marketing, production behavior is also included, so integrated marketing is not only a matter of the marketing department, but also a matter of collaboration between the marketing department and other functional departments such as production departments, research and development departments (MandCX) . To put it bluntly, in the perspective of integrated marketing, various departments work together for the benefit of consumers.

This is particularly evident in the FMCG industry and emerging brands. Looking at the new brands that have risen rapidly on the market in recent years, you will find that marketing is often not about having a product first, and then thinking about how to sell this product to consumers, but producing corresponding products according to consumers' tastes and preferences. Then small-scale testing, market feedback is positive, and then large-scale distribution.

On the whole, integrated marketing is to reorganize corporate behavior and market behavior with consumers as the core, coordinate internal and external resources, coordinate various departments and various marketing methods to achieve effective communication with consumers, and achieve marketing goals with lower cost and high efficiency. .

Second, the application of integrated thinking in planning

Some friends may be confused. I understand integrated marketing, and I talk about integration every day, but I don’t seem to have used it in writing the plan! In fact, any planning scheme requires integrated thinking, but the level and method of marketing integration are different for different projects.

The planning plan itself is the plan of the marketing activity. If the plan does not have integrated thinking, how can there be integrated marketing? Xiao Seng believes that the application of integrated thinking in planning can be grasped from two levels.

1. Horizontal: Planning thinking angle

The horizontal is the width of the planning scheme, which is viewed