5 steps for integrated marketing promotion across the entire network, this is the normal posture

Today we are going to talk about integrated marketing across the entire network. As the company grows and its market share increases, the ceiling for acquiring users through the sole use of certain channels is approaching. Some companies also hope to take advantage of the hot market atmosphere at a certain time point (such as Double 11) to achieve their marketing goals. This requires that the makers of operational strategies have a certain understanding of full-network promotion . Our topic today is the correct approach to integrated marketing promotion across the entire network.

1. Why do we need to do full network integrated marketing

The reason why full-network integrated marketing emerges is that the core reason is that users are changing, and their control over information and communication capabilities are stronger than ever before. Without relying on traditional information providers, anyone can use the Internet to search for information independently or even generate information. The development of technology has brought about tremendous changes in the way companies communicate with users, and between users. To some extent, the abundance of media and communication channels brings troubles to promoters, and the root cause lies in their uncontrollability. But from a development perspective, it also brings more opportunities. This also requires company executives to integrate brand management, sales promotion, online marketing , social marketing and other forms of marketing communication to convey a clear brand image, expand industry visibility and increase user volume.

2. What is full network integrated marketing

As mentioned earlier, it is a fundamental mistake to understand full-network integrated marketing as simple multi-channel advertising . It requires a unified top-level brand design and all the nodes where target users come into contact with the company's products, and it also requires attracting and persuading users at each node. It’s a bit difficult to understand, let’s go through them one by one.

1. What is brand top-level design?

The top-level brand design is the image content that the product hopes to convey to users. It can be said that brand top-level design is part of the corporate strategy. Here is what I want to explain. Operations personnel need to filter and organize promotional information, such as a unified brand image, to prevent users from receiving confusing information.

2. What are the nodes?

First of all, we can understand it as the consumer's purchasing stage. For easier explanation, the user purchase is divided into 5 stages, as shown below:

(1) Pay attention to needs

At this stage, buyers may notice their needs because of a certain event. Such needs may be caused by various factors, such as internal factors. Maybe when we are hungry, we will want to eat. Externally, if others tell me that I am too fat, I will consider losing weight.

(2) Information Collection

After deciding to eat, we will look for food on various apps, or search on Baidu, 360, etc., ask colleagues, or look at recommendations from various Internet celebrities on platforms such as Weibo and Yizhibo . This shows the diversity of today's information channels. The influence of information sources varies with products, brands, channels, and users.

(3) Candidate evaluation

After collecting various types of information, users need to process it and select products. Faced with the same needs, different people will choose completely different products. Some users are more rational and will consider and analyze comprehensively before making a decision. Some do the exact opposite and make purchases based solely on impulse. Of course, the same type of consumer may also have both of the above behaviors.

Continuing with the example of eating, we are both eating, but you particularly like Japanese food, while I want to eat Hunan cuisine. If we are faced with Hunan cuisine at the same time, you pay more attention to taste, and I pay more attention to environment and service, then our choices will be completely different.

From the operator's perspective, we need to study the target users and find out how they actually evaluate the solutions. If we know the evaluation process, we can take measures to influence the users' choices.

(4) Purchase decision

After collecting information and evaluating it, users initially form a purchase intention. Is everything fine once the user completes their purchase intention? Not really. Users are often influenced by many factors when making purchasing decisions. Such as many unpredictable factors, some of which are controllable and some are uncontrollable.

For example: We have decided to have dinner at a Hunan restaurant, but when the cell phone rings, family members call to say the meal is ready. This is an uncontrollable factor. If you arrive at a restaurant and the waiter tells you to queue up first with a cold face and leaves you alone while he does his own thing, you may change your decision. We define these factors as controllable factors. In website promotion, it is very common for orders to be dropped due to poor customer service quality.

Purchase intention does not mean purchase, and operators need to reduce the influences that hinder users from purchasing (such as controllable factors).

(5) Post-purchase behavior

Post-purchase behavior focuses on building customer satisfaction and increasing repeat purchase rates.

3. What is the target user and product contact node?

First of all, we need to understand that the connotation of marketing is generally a process that focuses on solving the target market's cognition, preference, and image of the product, and regards the long-term relationship with consumers as a form of management. Excellent operators will deepen this type of management and bring huge benefits. Social media marketing is a great example. A good management process should start by examining all the possible points of contact between target users and the company's products.

Before a demand arises, through which channels will one learn about food? Perhaps a photo stimulates one's desire to eat, like KFC . After the demand arises, I can check various apps, use search, seek advice from Weibo, video celebrities, etc., and also go to food websites to search for various reviews and check prices. During the information search process, perhaps a restaurant meets your needs and generates a desire to consume.

What operations personnel need to do is to evaluate the contact experience of users at different stages (purchase stages), create contact information from their perspective, and establish a good relationship. Then attract users or encourage them to buy.

3. Steps to carry out full network integrated marketing

1. User Research

The beginning of any marketing campaign is to research your target audience. The target users are the buyers of the product or the people who have an important influence on the purchasing decision. This requires us to locate the target users first.

2. Determine user characteristics

Once the target audience is identified, operations personnel must determine marketing objectives. The marketing goals mentioned here of course include purchases. Purchases are the ultimate goal, but not the only direction. For example, the purchase decision process for certain products is long, so operations personnel need to know what stage the target audience is currently in and the direction of development. If you are in the first stage, the priority is to stimulate user curiosity and initially establish product preferences. If you are in the second stage, focus on using a combination of marketing tools to persuade and educate users and help build the expected product preference. After the user makes a purchase decision, remember that making a purchase decision does not mean purchasing. This is when it comes to providing potential buyers with more information. Such as promotional discounts, etc., to encourage users to finally buy.

3. Material Design

After determining the marketing goals, you need to start designing the materials for advertising. There are two aspects to consider when designing materials:

(1) Matching material information with stage population

The most ideal material design is one that can attract users' attention, stimulate interest, and promote purchases. However, it is difficult to guide users from the awareness stage to the purchase stage with just one advertising point, and in fact, it is not necessary. Marketing is determined by a series of events, not just one link. But we need to note that users at different stages want us to tell them different things. For example, I don’t have the need to buy a car at the moment, but you tell me that Volkswagen is having a mid-year promotion and will give away license fees when I buy a car. Such promotional information is of no use to me. The key is that I am a first-stage early user, while you are using promotional information for third-stage users.

(2) Material design matches user characteristics

As mentioned earlier, different products have very different target user groups, including rational user groups and emotional user groups. For the former, they care about values ​​related to their own interests. The information should clearly demonstrate the expected benefits to the user. Those who appeal to others emotionally tend to use needs to stimulate users' emotions and desire to buy products. This requirement for information content can be met by using emotional copywriting and pictures to advocate a series of emotional appeals.

4. Choice of channel media

First of all, we need to have a sufficient understanding of the characteristics of the media. Different channel media have different audiences. Tencent's users tend to be younger, Sina tends to be middle-aged, and Baidu's traffic is complex and its user groups are also diverse. In the segmented market, pay attention to vertical media.

In addition to having a clear understanding of the characteristics of the media itself, you also need to have a detailed understanding of the characteristics of different products in different channels. For example, the characteristic of Baidu search bidding promotion is that it can find more third-stage users. Searches are often based on needs. From the moment the keyword is entered, it represents a user demand, the only difference is the strength of the demand. However, the marketing feature of Baidu DSP is that it has a large number of first-stage users.

The choice of media channels directly determines the cost allocation and marketing strategy of the entire network marketing promotion.

5. Prepare a budget

Budgeting is a key part of any marketing. In online promotion, we generally adopt the target task method to prepare the budget. The so-called target task method refers to estimating the cost of completing the required tasks in order to achieve sales targets.

For example: The cost of a single UV in a shopping mall is 2 yuan, the product conversion rate is 1%, and the average customer spending is 1,000 yuan. How much promotional expenses are needed to achieve the sales target of 1 million? Here is the formula: Sales = UV * Conversion rate * Average order value

So the required UV is 100,000, and the total UV cost is 200,000. This provides a preliminary calculation of marketing costs. Of course, the effectiveness of brand marketing is difficult to measure by calculating which task will achieve which indicator. This requires the establishment of data indicators such as KPIs for comprehensive judgment.

Above, we have explained its origin, concept, and implementation process considerations from various perspectives of full-network marketing promotion.

In general, full-network integrated promotion requires us to start from the target users, study the evaluation process of users' purchasing decisions, formulate marketing plans from their perspective, select delivery channels, and design material information that meets the pain points of users at each purchasing level, in order to influence, inspire, attract, and persuade users to achieve the final conversion.

Finally, I hope this helps you.

The author of this article @大风704 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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