Integrated Marketing Communication (IMC) refers to the information transmission channel between brands and enterprises, which directly affects consumers' purchase line. Target consumers use means to disperse power to consumers' goals or potential goals, and the public should coordinate and weigh them.
Brand integrated marketing function
nucleus
Integrated marketing communication needs long-term brand building. It is necessary to spread a brand image by means of various communication marketing methods to make the brand image stand out. Integrate marketing communication distribution points and use target audience. Enterprises need to focus on the target audience, understand the use of their own brand products by the target audience, establish a complete customer information file, establish a strong relationship between the target audience, and make the brand loyal.
Through the strategic communication integration pursued by BIMC strategy, enterprises can only create competitive advantages by creating value. The main core of managing enterprise communication elements can create the necessary conditions that enterprise stakeholders should put forward.
Three core contents of integrated marketing communication:
The first consumer survey and implementation: how to seize consumers, defeat them and realize the purchase of brand products? With the development of marketing, enterprises must turn to consumers themselves. Real consumers need to establish interactive marketing relationships with consumers, break up customers and improve products and services to meet their needs.
Second, integrated marketing communication should establish consumer brand loyalty marketing through various marketing means? Recognition is mainly related to sales. Marketing advertising or retail departments want to do market research, pricing, product planning, sales services, etc. Marketing department marketing is just some elements. Marketing definition of American Marketing Association: plan implementation concept, product service image establishment, pricing, promotion and sales strategy flow, satisfaction organization and target exchange.
Effective marketing requires managers to understand the interdependence between sales and promotion, and know how to coordinate and formulate marketing management and integrate marketing communication. From the perspective of marketing communication, communication marketing communication marketing executives can only establish brand loyalty through advanced communication and good two-way communication with consumers.
Third, the concept of integration must be innovative. Enterprises are used to using advertising fees to promote product sales. Today, I am in a modern society. The more means of communication, the more integration will begin. It requires enterprises to pay attention to the integration and application of various carriers, especially to use new means such as Internet marketing, e-commerce and event marketing to achieve effective communication influence.