2 thoughts on “What are the guidance principles of integrated marketing communication”
Dianna
◆ Guidance Principles 1: Become a customer -centric organization Our views are simple and clear: the organization must focus on the final customer and consumers, because they are the only person or group that can make the company make money. The amount of income brought by customers can allow the company to benefit employees, can use the risks of investment and bear by shareholders, and can also contribute to the benefits that the organizations that can operate well and have a sense of social responsibility to society. Unless the company can make money, the company cannot pay for employees, shareholders, management or society. Therefore, the company must focus on the final customer, because only they can provide resources to pay for each relevant personnel. ◆ Guidance Principles 2: Planning from the inside out n The first step of the planning method from the inside out is to determine what the organization wants to obtain, and then arrange various activities into a series of activities. Action steps and hope to get the results you want. The number of planning or financial goals determines the investment or expenditure level of marketing and dissemination. If the company has achieved the expected goals, the company is willing to invest in more marketing and communication activities with some turnover. ◆ Guidance Principles 3: Focusing on the overall customer experience The focus of strategic IMC method is the customer's overall experience of products and companies, not just the experience of marketing activities, recognize this and understand this Customer -centric requirements can be said to be inseparable. The goal of IMC managers must be shifted from the narrow view of external traditional marketing and communication activities to the establishment of customers and the overall customer relationship between customers and brands and companies. The "overall customer experience" includes how products or services play a role in the market, how to obtain, and the ability to provide products in real -time and efficient channels, how to achieve customer service, and what social impact will the company on the community. ◆ Guidance Principles 4: Combining customer goals with company goals In most organizations, the company's advance direction is determined by management high -level. This means that if it is in line with this direction, the marketing department must integrate this. Only when the company is completely in line, the marketing department can formulate relevant IMC plans. In addition, the market's market will also change the company's goals. For example, today's commercial environment emphasizes the generation of short -term cash flow, rather than trying to establish or obtain long -term shareholder value. The value of shareholders is mainly established by improving the company's market value, and this trend is another example. Under the goals of these two companies, management high -levels try to achieve these goals and can only use the following three strategic leverage: Id investment and enhance products or services, that is, actively engage in research and development. The investment supply chain, which is to achieve effective customer response (ECR) and corporate resource planning (ERP) measures. The investment customer relationship, namely communication, customer relationship management (CRM) and other brands. These three leverage are the main tools that drive the growth of the company. In the past, because the innovative products were listed fast, it was enough to stimulate growth by research and development. Today, technological progress allows competitors to copy and strengthen innovation, so it can quickly weaken the power of R
Answer: In the process of implementing integrated marketing and communication, the following basic principles should be paid to the following basic principles. (1) Consumer as the core. In integrated marketing communication, all the work of the enterprise must be centered on consumers. In other words, all communication activities are targeted at consumers and serve consumers. Enterprises should study communication knowledge, investigate the public's acceptance habits, and use what medium do consumers use what medium, and abandon the method of forcibly promoting some advertisements in previous marketing activities. (2) Based on public relations survey. Consumer as the core is not an empty words. What consumers need to take long -term public relations survey data. The reason why the integration of marketing and communication regards public relations as an important part is that the important reason is that the public relations department has conducted public investigation work for a long time and mastered a large number of public information of the first -hand. (3) The purpose of establishing a "relationship" between enterprises and consumers. Traditional marketing activities are mostly disposable. Marketing activities are endorsing to guide customers to complete the purchase behavior. However, in today's developed commodity competition market, this one -time marketing activity is obviously short -sighted. Long -term enterprises are pursuing a fixed relationship with the public in various aspects, that is, the so -called relationship marketing. The ultimate purpose of integrated marketing communication is to cultivate "consumer value" and maintain a long -term close relationship with those most valuable consumers. (4) The inner fulcrum is based on "a sound". Before the concept of integrated marketing communication is proposed, enterprises' external information dissemination is often uniform: advertisements have their own creative planning, promotions have special price strategies, and public relations activities have special leadership, often to give public different information. Even the disorder of information dissemination. An important function of public relations is to manage the output and input information of the organization. The application of this function in the field of marketing is to coordinate the consistency of information in advertising, promotion, news, CI, packaging and other activities, and keep talking to the outside world with a sound. (5) Taking a variety of media as a means. There are many channels for public acceptance of information, including news reports, public relations advertisements, media events, electronic networks, commodity advertising, etc.; In organizational communication, including promotional activities, exhibitions, open organizations, celebrations, CI Design, product packaging, etc.; In terms of interpersonal communication, including meetings, speeches, receptions, interviews, banquets, services, word of mouth communication, etc. Integrated marketing communication is to optimize all media resources that can be used to use, optimize, optimize, synergy, consistency, systematic, and complete, to spread the "sound" of the public from all walks of life.
◆ Guidance Principles 1: Become a customer -centric organization
Our views are simple and clear: the organization must focus on the final customer and consumers, because they are the only person or group that can make the company make money. The amount of income brought by customers can allow the company to benefit employees, can use the risks of investment and bear by shareholders, and can also contribute to the benefits that the organizations that can operate well and have a sense of social responsibility to society. Unless the company can make money, the company cannot pay for employees, shareholders, management or society. Therefore, the company must focus on the final customer, because only they can provide resources to pay for each relevant personnel.
◆ Guidance Principles 2: Planning from the inside out n The first step of the planning method from the inside out is to determine what the organization wants to obtain, and then arrange various activities into a series of activities. Action steps and hope to get the results you want. The number of planning or financial goals determines the investment or expenditure level of marketing and dissemination. If the company has achieved the expected goals, the company is willing to invest in more marketing and communication activities with some turnover.
◆ Guidance Principles 3: Focusing on the overall customer experience
The focus of strategic IMC method is the customer's overall experience of products and companies, not just the experience of marketing activities, recognize this and understand this Customer -centric requirements can be said to be inseparable. The goal of IMC managers must be shifted from the narrow view of external traditional marketing and communication activities to the establishment of customers and the overall customer relationship between customers and brands and companies. The "overall customer experience" includes how products or services play a role in the market, how to obtain, and the ability to provide products in real -time and efficient channels, how to achieve customer service, and what social impact will the company on the community.
◆ Guidance Principles 4: Combining customer goals with company goals
In most organizations, the company's advance direction is determined by management high -level. This means that if it is in line with this direction, the marketing department must integrate this. Only when the company is completely in line, the marketing department can formulate relevant IMC plans. In addition, the market's market will also change the company's goals. For example, today's commercial environment emphasizes the generation of short -term cash flow, rather than trying to establish or obtain long -term shareholder value. The value of shareholders is mainly established by improving the company's market value, and this trend is another example. Under the goals of these two companies, management high -levels try to achieve these goals and can only use the following three strategic leverage:
Id investment and enhance products or services, that is, actively engage in research and development.
The investment supply chain, which is to achieve effective customer response (ECR) and corporate resource planning (ERP) measures.
The investment customer relationship, namely communication, customer relationship management (CRM) and other brands.
These three leverage are the main tools that drive the growth of the company. In the past, because the innovative products were listed fast, it was enough to stimulate growth by research and development. Today, technological progress allows competitors to copy and strengthen innovation, so it can quickly weaken the power of R
Answer: In the process of implementing integrated marketing and communication, the following basic principles should be paid to the following basic principles.
(1) Consumer as the core. In integrated marketing communication, all the work of the enterprise must be centered on consumers. In other words, all communication activities are targeted at consumers and serve consumers. Enterprises should study communication knowledge, investigate the public's acceptance habits, and use what medium do consumers use what medium, and abandon the method of forcibly promoting some advertisements in previous marketing activities.
(2) Based on public relations survey. Consumer as the core is not an empty words. What consumers need to take long -term public relations survey data. The reason why the integration of marketing and communication regards public relations as an important part is that the important reason is that the public relations department has conducted public investigation work for a long time and mastered a large number of public information of the first -hand.
(3) The purpose of establishing a "relationship" between enterprises and consumers. Traditional marketing activities are mostly disposable. Marketing activities are endorsing to guide customers to complete the purchase behavior. However, in today's developed commodity competition market, this one -time marketing activity is obviously short -sighted. Long -term enterprises are pursuing a fixed relationship with the public in various aspects, that is, the so -called relationship marketing. The ultimate purpose of integrated marketing communication is to cultivate "consumer value" and maintain a long -term close relationship with those most valuable consumers.
(4) The inner fulcrum is based on "a sound". Before the concept of integrated marketing communication is proposed, enterprises' external information dissemination is often uniform: advertisements have their own creative planning, promotions have special price strategies, and public relations activities have special leadership, often to give public different information. Even the disorder of information dissemination. An important function of public relations is to manage the output and input information of the organization. The application of this function in the field of marketing is to coordinate the consistency of information in advertising, promotion, news, CI, packaging and other activities, and keep talking to the outside world with a sound.
(5) Taking a variety of media as a means. There are many channels for public acceptance of information, including news reports, public relations advertisements, media events, electronic networks, commodity advertising, etc.; In organizational communication, including promotional activities, exhibitions, open organizations, celebrations, CI Design, product packaging, etc.; In terms of interpersonal communication, including meetings, speeches, receptions, interviews, banquets, services, word of mouth communication, etc. Integrated marketing communication is to optimize all media resources that can be used to use, optimize, optimize, synergy, consistency, systematic, and complete, to spread the "sound" of the public from all walks of life.