First, the market direction determines the marketing model. 世纪的市场，是更加理性化的市场，市场竞争的游戏规则将更加科学合理。 The 21st century market is a more rational market, and the rules of market competition will be more scientific and reasonable. Only by constantly updating products and rich services, and timely disseminating information to consumers through effective dissemination methods, can we win more market initiative. As the market segmentation intensifies, the target population becomes more and more dispersed, which means that it is difficult to find a communication tool that can reach all target populations, and integrated marketing is imperative.
Second, technological updates lead new trends. In recent years, the Internet's communication tools have been dizzying in both quantity and growth rate. In the traditional media era, information dissemination is top-down, one-way flow, and consumers can only accept passively. In the era of online media, information dissemination is a multi-directional and interactive flow. Consumers hear multiple and noisy voices, which are different from each other. With the outbreak of the media, they have ears and even mouths, and many people have become information disseminators from receivers.
This has higher requirements for marketing information dissemination. Any kind of communication tools and methods have their own specific pertinence and limitations. Only by combining them strategically can they achieve better marketing results. This is the purpose of integrated marketing.
Finally, consumer growth forces us to change. Gone are the fierce and volatile consumer models that are easily manipulated by the media. Complicated consumer needs and proactive choices have led consumers to understand products more comprehensively and from more perspectives. A single marketing model can no longer meet consumer needs, and integrated marketing can more fully cover consumers The understanding of channels, repeated transmission of the same product appeal, and constantly stimulate consumers' desire to buy, so that the possibility of transactions is greatly increased.
All in all, integrated marketing is not a purpose, but a means. Not a technology, but a method. 营销”是战术， “整合”则是统筹打法的战略——在注意力即生产力的时代，如何吸引用户、抓住用户、黏住用户，缺的并不是战术，而是统筹一切的战略。 If " marketing " is tactics, " integration " is a strategy for coordinating play styles - in an age of attention and productivity, how to attract users, capture users, and stick to users is not tactics, but overall planning Everything strategy.