What is integrated marketing?

Integrated marketing is a marketing concept and method that combines various marketing tools and means systematically, and makes immediate and dynamic corrections according to the environment, so that both parties can realize value-added in interaction.

The most important theme of "integrated marketing" is the debate about whether the target market is more targeted. Marketing is not aimed at ordinary consumers, but at a few people who customize consumption. The practice of "tailor-made" has achieved the goal of meeting the needs of consumers to the maximum extent.

However, "tailor-made" can easily be regarded as "giving every individual consumer a unique product", thus ignoring other demands of the product brand and affecting the brand's recognition and sharing by others. It can be said that "tailor-made" is incomplete and not the most ideal marketing method.

The goal we should set is to optimize the response to consumer demand and minimize energy waste. Only in this sense can we get an ideal marketing idea: marketing needs to comprehensively consider the needs of more target consumers.

Another valuable theme is that comprehensive marketing should be related to consumers themselves, that is, comprehensive observation of consumers. Consumers are not just people who buy our products (such as jeans) at a certain time. The concept of consumers is more complicated. Usually, the same consumer who buys jeans is likely to buy other clothes to match jeans. Therefore, observing consumers from multiple angles will create more opportunities, so that consumers will not "buy at once" and will not buy the same goods repeatedly.

You can also consider the "peer sales" and "upstream sales" of the system. This factor is effective in all aspects of consumer behavior. Marketing needs to comprehensively consider other angles of consumer behavior in different periods.

The third theme is that integrated marketing must consider how to communicate with consumers. There are more "contact points" or "contact points" between consumers and brands, which cannot be achieved by media publicity alone. When consumers use products, they have a deeper understanding of the products. When they open the package and see the products, they call the sales phone. This is a kind of communication, and the conversation between consumers also generates sales opportunities like "virus spread".