Internet integrated marketing concept
Based on in-depth study of various media resources on the Internet (such as portal websites, e-commerce platforms, industry websites, search engines, classified information platforms, forum communities, video websites, virtual communities, etc.), accurately analyze the positioning of various online media resources , user behavior and investment costs, and providing enterprises with the most cost-effective one or more personalized online marketing solutions based on the objective and actual situation of the enterprise (such as enterprise size, development strategy, advertising budget, etc.), it is called an integrated network. Marketing, also called integrated network marketing, or personalized network marketing. Simply put, it is to integrate various online marketing methods, effectively match them with the objective needs of customers, and provide customers with the best one or more online marketing methods.
It can be understood in two meanings: network integrated marketing is the use of network technology and network characteristics to maximize, fastest, most effective, and most accurate integrated marketing; network integrated marketing is based on providing customers with valuable information, by customers Internet marketing based on the integrated marketing concept led by creation and dissemination.
Barack Obama, the first “Internet President” in American history. Throughout the campaign, Obama made almost perfect use of the various boosting functions of the Internet—creating an extremely popular online image for himself and raising more than $520 million in campaign funds, exceeding the largest amount of campaign funds in history. Several times that of the president! And it is estimated that more than 85% of these funds come from the Internet, most of which are donations of less than 100 US dollars, which is a more powerful blow to opponents on the online platform. Obama's content-rich website was already online when he announced his candidacy. His website design makes extensive use of social networking and interactive elements. Users can start discussion groups on the website, hold fundraisers themselves, watch videos, etc. Since the beginning of his candidacy, Obama has generally not accepted cash at fundraising rallies. Voters only need to leave their email addresses, and he will send attractive campaign content to voters every week. Most of the donations Obama receives are small donations. Taking donations via online transfer in January this year as an example, 40% were donations of less than US$25. Most of these small-dollar donors make spontaneous online transfers, which is very different from the traditional model of raising funds at rallies and holding fundraising dinners. Hillary, who was also the Democratic presidential candidate at the time, still relied on traditional fundraising models for her donations.
Obama's use of Internet means is not only reflected in his active mobilization of netizens, but he has also won the support of the technology industry through more clear-cut statements. A report jointly released by the San Jose Mercury News, the most influential newspaper in Silicon Valley, and the Center for Political Response revealed that during this campaign, the top 20 technology companies in Silicon Valley by revenue donated a total of US$1.434 million to Obama, while McCain donated a total of US$1.434 million. US$267,000 was raised from it, which is more than five times that of the latter. Among these 20 companies, 17 companies support Obama and 3 companies support McCain. The situation is very different. Obama gained significant leverage with the Internet.
Internet integrated marketing gives full play to the characteristics and advantages of integrated marketing, which improves the role of the customer in the entire marketing process. The interactive nature of the Internet makes it possible for customers to truly participate in the entire marketing process. Obama raised campaign funds through the Internet. Although most of the donations were small donations of less than 100 US dollars, due to the large number of supporters, his online fundraising eventually became massive, with the total amount exceeding 520 million US dollars. And these people who donated dozens of dollars and Anyone who donates a few thousand dollars has the same voting rights. In this way, customers not only become more proactive in participating, but also more proactive in choosing. Not only that, we must constantly interact with customers throughout the entire marketing process, and every marketing decision must be made from the perspective of consumers rather than mainly from the perspective of the company itself like traditional marketing theory. Since the beginning of his candidacy, Obama has generally not accepted cash at fundraising rallies. Voters only need to leave their email addresses, and he will send attractive campaign content to voters every week. This enables every netizen who participates in fundraising to communicate effectively with themselves, truly starting from the perspective of consumers.
The 21st century is an era of the Internet. In such an era of open speech and free opinions, anyone who makes good use of the Internet may become an important figure influencing the election campaign. Obama recognizes this and believes that broadband is a service that every American needs. He advocates universal access to the Internet regardless of rich or poor, urban or rural areas, and even hints that broadband may be provided as a public service. Therefore, he is deeply loved by netizens. Identify market opportunities and marketing goals, discover potential user needs, induce dissemination and consumption, and guide external users to generate interest and demand.
Internet integrated marketing decision-making process
Since the consumer's individual needs are well satisfied, he has a good impression of the company's products and services. When he needs the product for the second time, he will have a preference for the company's products and services, and he will choose them first. The company's products and services; with these two rounds of interaction, the products and services may better meet his needs. By repeating this, on the one hand, customers' personalized needs are constantly being better and better satisfied, establishing a sense of loyalty to the company's products; on the other hand, because this satisfaction is for highly differentiated personalized needs, it This makes the entry barriers for other companies very high. In this way, the relationship between the enterprise and the customer becomes very close and even unbreakable, forming a "one-to-one" marketing relationship. The above theoretical framework is called network integrated marketing theory. It always embodies the characteristics of taking customers as the starting point and the continuous interaction between enterprises and customers. Its decision-making process is a two-way chain.
The core idea of network integrated marketing must always pay attention to consumers' value orientation, or must be able to deeply understand what is attracting consumers' attention; coordinate the use of different communication methods and give full play to the advantages of different communication tools; while deeply understanding consumer value orientation Basically, integrate values into the brand and allow consumers to have corresponding value-oriented psychological experiences through brand communication, so that the brand can be deeply introduced into consumers' minds through value-oriented psychological experiences, thereby forming a brand experience and achieving the purpose of word-of-mouth marketing and brand communication. .
Source: Guangxi Laowu SEO Training
Address: http://www.gxseo.org