The core idea of overseas integrated marketing is to integrate all planning and activities related to the overseas marketing of enterprises.
On the one hand, overseas integrated marketing incorporates advertising, promotions and discounts, external public relations, factory direct sales, packaging products and other communication activities into the scope of corporate marketing activities. On the other hand, it enables companies to convey unified and complete company information to users. Communication between enterprises and users. Its central idea is to build a bridge of timely communication between enterprises and users to meet the needs of users, to determine a complete and unified external promotion strategy, and to coordinate various publicity and marketing methods more efficiently to give full play to the unique advantages of each method. This saves a lot of money for the company's cross-border marketing and publicity, and can promote the marketing climax with high impact.
It is generally believed that overseas integrated marketing has seven aspects. Let's look at it step by step.
1. Integrators recognize that
foreign trade enterprises are equipped with special departments and personnel responsible for overseas marketing. The first step in integrated marketing is to let these marketing personnel clarify the necessity and urgency of overseas marketing of the enterprise and highly unify their thinking.
2. Integrate corporate image
The perception of an enterprise in the minds of the public should be consistent with that of the media. This consistency covers two aspects. On the one hand, the corporate image must be consistent with the advertising text and visual information. The content of advertisements placed by enterprises on different platforms should be basically the same.
3. Integrating enterprise functions
The integration of enterprise functions refers to telemarketing list systematically arranging various marketing plans, strategies and contents in the early stage, and then as a direct function to serve the marketing goals.
4. Integration process
personnel should fully integrate with all elements of marketing when carrying out marketing activities, including marketing advertisements, promotional videos, etc., to ensure that interpersonal marketing activities and other marketing activities are in the same pace, and there is no contradiction. .
5. Integration based on product users
Before formulating marketing, enterprises must have a comprehensive understanding of product users, understand the basic needs and trends of users to lock in suitable consumer target groups, and only after a clear positioning can they easily carry out corresponding marketing. Activity.
6. Integrated department management
The external expansion of an enterprise often involves multiple departments. In order to carry out integrated marketing, it is necessary to coordinate and manage each department well, and to make efficient and beneficial publicity activities with a unified attitude.