What Is Horizontal Integration?

Integrated Marketing (Integrated Marketing) is a systematic combination of various marketing tools and methods, based on real-time dynamic modification according to the environment, in order to enable both parties to exchange to achieve value-added marketing concepts and methods in the interaction. Integration is to synthesize each independent marketing into a whole to produce synergy effects. These independent marketing efforts include advertising, direct marketing, sales promotion, sales promotion, packaging, event sponsorship, and warehouse services. Strategically, the gentleman integrates the marketing system, industry, products, and customers to formulate an integrated marketing strategy that meets the actual situation of the enterprise.

Integrated Marketing

The theory of "integrated marketing" was born and popularized in the 1990s by Don Schultz, a professor of marketing at Northwestern University. Integrated marketing is "designing a strategy based on the goals of the company and dominating the business. Resources to achieve strategic goals. Integrated media marketing, as a branch application theory of integrated marketing , is, in short, a strategic transfer of the communication model from translator-centric to audience-centric . Integrated marketing advocacy More explicit consumer-oriented concepts. Therefore, the integrated media marketing theory should have important guiding significance and practical value for the development of the media industry under the new reform situation in China.

Integrated marketing uses consumers as the core to reorganize corporate and market behaviors, uses various forms of communication in an integrated and coordinated manner, delivers unified product information with a unified goal and unified communication image, and achieves two-way communication with consumers. Quickly establish the position of product brands in the minds of consumers, establish a long-term close relationship between product brands and consumers, and more effectively achieve the purpose of advertising and product marketing.

On the Internet today, microblogs, blogs, WeChat, forums, post bars, etc. are all marketing "breads" that companies pay attention to, and the emergence of each marketing channel will inevitably drive a small wave of industry. A set of data released by the State Administration for Industry and Commerce shows that less than 40% of enterprises have a life span of more than 5 years. Using the Internet as a carrier and carrying out marketing activities in accordance with the methods and concepts of network communication, it has become an effective way for enterprises to extend the brand's credibility and brand influence and enhance economic benefits. Integrated marketing is in line with current corporate marketing needs and achieves the best marketing results. It is a leading marketing method and will also dominate Internet marketing in the future.

Ignoring the information dissemination ability of the Internet, even the best products will be drowned in the huge Internet. Integrated marketing can make each marketing channel related to each other and promote each other to achieve the effect of 1 + 1> 2.

In fact, now and in the future, the real Internet marketing should actually have multiple integrated methods such as interactive communication, event marketing, event marketing, SEO, SEM, and SPR media resource integration. In this way, integrated marketing can transfer corporate information to more efficient means. Quickly deliver to your target users, partners and other groups.

The most important theme of "Integrated Marketing" is the debate about whether the target market is more targeted. Marketing is not aimed at the majority of the average consumer, but at a smaller segment of the customized consumer. The "tailored" approach makes it satisfying

Integrated marketing is to synthesize the independent marketing into a whole, and create synergies together to create maximum profits for the enterprise. Of course, integrated marketing should be based on the needs of the target company's development and can see the effect of recovering funds in the short term. It should also start based on the strength, contacts, and capabilities of various aspects of the company to create value for the target company. What the company needs, the entire process also needs its own continuous innovation,

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In the industry, integrated marketing has been hailed as the product of rapid social and economic development. It has evolved from traditional global marketing theories such as USP (Unique Sales Proposition) and positioning. Marketing methods and methods are becoming more and more important to companies. Under the influence of the background, it is concerned and valued. Especially under the influence of the Internet tide, corporate marketing methods are more diversified, and the integration of marketing tools has become an inevitable choice for enterprises to face market competition.

Among the methods and tools of enterprise integrated marketing, O2O, group purchase, SEM and SEO are the four traditional online marketing that have received much attention. It is not difficult to find that all four types of marketing methods have a common feature is that the tracking and feedback of data is very intuitive and clear. From the relevant statistical agencies, the advertising investment of corporate SEM has accounted for 70% -80% of the entire corporate advertising budget. Coincidentally, the 2012 Internet search engine local giant Baidu s annual revenue exceeded CCTV s data also confirms this. .

Enterprise integrated marketing is definitely not a case but a trend for the development of the entire society. This is because in the context of socio-economic development, social products and channels of choice have become more diversified, the individual needs of consumers have been fully developed, and there have been more diversified choices in the way of selecting and receiving products and corporate information. Coupled with the fact that consumers themselves are affected by multiple factors such as living environment, education level, and consumption patterns, the single marketing method of enterprises is far from keeping up with this development trend. For example, when consumers choose to eat, their choices in dietary taste, spending power, dining needs, and convenience will lead to different results. Online ordering, phone or mobile ordering, and group purchase coupons may be used. The marketing methods corresponding to enterprises are different.

Today, with increasing marketing costs, integrated marketing is a marketing strategy that must be adopted. The inevitable integration of enterprise marketing has an important relationship with the emergence of more and more new marketing tools. The most typical manifestation is the APP enterprise application brought by the development of mobile Internet. APP marketing is the product of the development of WAP marketing to a certain stage, both of which come from the emphasis that enterprises place on mobile marketing.