Six methods of integrated marketing communication
(1) Establish a consumer database
The starting point of this method is to establish a database of consumers and potential consumers. The content of the database should at least include demographic data, psychological statistics, information on consumer attitudes and previous purchase records.
(2) Research consumers
This is the second important step, which is to use the behavioral data of consumers and potential consumers as the basis for market segmentation as much as possible. It is believed that consumer behavior can more clearly show what actions consumers will take in the future, because it is more direct and effective to infer future behavior from past behavior.
(3) Contact management
Contact management means that the company decides “how and when to contact consumers” and what methods to use to contact consumers.
(4) Develop communication strategies
This means what kind of information should be communicated under what kind of contact management, and then set clear marketing goals for the integrated marketing communication plan. For most companies, marketing goals must be very accurate and must be digital goals in nature.
(5) Innovation of marketing tools
The fifth step is to decide what marketing tools to use to achieve marketing goals.
(6) Combination of communication means
The last step is to choose communication means that can help achieve marketing goals. The range of communication means can be infinitely broad. In addition to advertising, direct sales, public relations and event marketing, product packaging display, product display, store promotion activities, etc., as long as they can help achieve marketing and communication goals, they are all powerful means of integrated marketing communication.