Interactive Marketing -- A New Choice For Distributors

First, what is interactive marketing?

From the marketing environment, the market driven by manufacturers is dominated by products.

The flow of communication led by manufacturers is a static and hard communication.

Under the distributor LED market structure, marketing communication information is mostly intercepted, and has never formed a good interaction with consumers.

Under the interactive market structure, consumers, distributors and manufacturers form mutually interactive communication and interaction. In this case, consumer centric information reception and emissivity form a good interaction with channels, media and terminals.

To create a new trend of interactive marketing.

Traditional marketing is single, active and passive.

Their communication with consumption pactions is static, without communication, nor is it a living state.

Interactive marketing emphasizes the use of new marketing tools to interact with consumers.

To satisfy consumers' need and desire for "intangible products".

It is the satisfaction of spiritual value.

He is a new marketing mode.

He has great influence on innovative products, products closely related to the Internet and entertainment oriented products, and is also the foundation for interactive marketing.

Based on this, we believe that interactive marketing is not just a kind of dissemination. It combines brand dissemination, marketing activities and sales channels, spreads in sales, sells in the media, and every consumer from active interest to interactive experience, from heart to joy to word of mouth, consumers are also part of the product, forming a complete interaction between consumers and products.

Rather than the opposite relationship, it is an integrated relationship.

The core of interactive marketing is to break the traditional "marketing" mode of "marketing" to inform consumers, but to allow consumers to participate fully in the interactive way through cultural entertainment information, such as interactive experience, so as to synchronize information reception and feedback, and try to make consumers become the dissemination mode of the two level broadcasting source, thus changing consumer behavior.

Finally, the mode of spreading the brand into the minds of consumers is called interactive marketing.

Judging from the characteristics of interactive marketing,

1) more targeted groups to engage in dialogue and communication.

2) cross media promotion platform (TV mobile internet terminal PR)

3) two-way communication, exchange of information (two-way communication)

4) information receivers become remarketing salesmen (level two communicators).

All marketing methods with such characteristics can be regarded as interactive marketing.

The traditional 4P theory put forward the simplification of marketing and the convenience of memory and dissemination. The theory itself reflects the idea that people start to integrate some elements of marketing to study modern marketing.

In the 50s of last century, the unique selling point and core value proposition of the product era were put forward.

In 60s, the theory of product identity was put forward, and the positioning theory was put forward in 70s, which emphasized the effective occupation of products.

These theories are important marketing ideas generated in different stages of market competition. Now, if an enterprise's product is still in a certain stage, these ideas will have a significant role.

When enterprises are in the current competitive state, enterprises are going through several periods of competition. In the face of new competitive environment, interactive marketing is a new trend and a future road.

Interactive marketing is a revolution as well as a revolution.

It is a challenge to old ideas, old ideas, old consciousness, old ways of thinking and behavior.

It is the inevitable outcome of the upgrading of product and brand competition, and also an advanced form of competition.

Interactive marketing is a new business mode, which plays an important role in brand building.

Facts have proved that the past marketing communication is simply a message pfer, rather than a reciprocal dialogue and communication between enterprises and consumers. Relying solely on the mass media in marketing communication can not achieve this goal at all.

There are some natural deficiencies in the mass media as the main support of marketing communication. In brief, it can be summarized as three points: one dimension, compulsion, and communication and marketing.

Enterprises use mass media to convey information and do not realize that marketing communication is a kind of communication and dialogue between enterprises and their products, brands and customers. Any simple complaint may be just casting pearls before swine. Compulsion means that in the process of information design of mass media, the interests of the company are considered as the precondition of the information design process. All kinds of interest points designed for consumers are actually a strong selling speech that induces consumers to accept. At the same time, because the distributors and recipients are not in contact with each other in the process of marketing communication, the media channel can still undertake simple information pmission function, and marketing and communication are separated each other, and communication is only a promotional means in the whole marketing process, while ignoring the whole marketing process itself is a kind of communication and dissemination. The so-called one-way degree refers to

Traditional marketing communication relies on mass media to pmit information. It not only highlights the strong marketing communication power of mass media, but also exposes its shortcomings and deficiencies in achieving new communication objectives in the new marketing communication environment.

With the traditional marketing communication represented by advertising, its diminishing marginal benefit is accelerating. The most prominent fact that leads to this phenomenon is that the traditional marketing communication relying on mass media has been severely challenged by some inadaptability in the new market background and information environment, and this challenge is universal.

It is in this sense that we have raised doubts about the effectiveness of mass media marketing communication.

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