Development Trend Of Marketing Communication In The New Era

(1) the mission of communication: from encouragement and attraction

Purchase, to make consumers feel at ease and provide consumers with consumer guidance.

In the past, enterprises could highlight their products by emphasizing differences, so as to achieve sales promotion.

However, due to the rapid change of technology, today, simply emphasizing the differences between enterprises and products is of little significance to those who are not familiar with the product and to those who can not truly and accurately understand their needs, especially the new products launched in the market.

Therefore, the mission of communication should be to impart knowledge to consumers, eliminate customers' misgivings, and convey information that can benefit consumers, and at the same time, understand consumers.

How to disseminate product knowledge has been mentioned at an extremely important level, and some enterprises have taken a useful attempt.

(two) the direction of communication: from one-way separated communication to modern two-way interactive multimedia communication.

Conventional

The way is to release product information to attract consumers, and then lead to buying behavior.

Today, because of the great uncertainty of the market, enterprises must attach great importance to information feedback from consumers, and make timely adjustments to the products so as to better adapt to consumers.

Therefore, the way of spreading information simply pushes or pushes consumers will become more and more inappropriate.

The traditional marketing means can only provide one-way information pmission, consumers are often in a passive position, and the mode of information pmission is separate. Television mainly disseminate video information, radio disseminate audio information, and newspapers, magazines and other disseminated text messages.

Under the network environment, the two-way communication and dissemination of information can be realized. Enterprises can interact with users around the world in a short time with the help of the interactive function of the network, so that users can have more say in the service of goods and enterprises, and respond positively to the users' requests and suggestions.

At the same time, the Internet is designed to pmit information of various kinds of media, such as text, voice and image, making marketing communication more colorful and enhancing the effect of communication.

The emergence of blog and micro-blog marketing has changed the state of high cost marketing. When the credibility of mass communication is challenged, the emergence of micro-blog may turn future marketing into acquaintance marketing.

(three) communication objects: from the masses

Development to precision communication

Mass communication is an "atomic bomb" bombing marketing communication mode. Advertising planners design unique advertising ideas.

Using the dominant mass media to bombard the audience repeatedly, "[2]".

Due to the intensification of market competition and the fragmentation of customers, the personalization of customers' needs becomes more and more obvious.

As the media becomes more and more specialized, the users of each single media are getting smaller and smaller. Marketers have to borrow various kinds of media to communicate with each other, and effectively coordinate the increasing marketing media.

Through the increasingly specialized media, different information can be effectively pmitted to different consumers, so integrated marketing communication has emerged.

The integrated marketing communication implemented through simple media synergy does not show the power of "revolutionary".

The traditional idea of integrated marketing communication has its inherent limitations.

The limitation of traditional integrated marketing communication mode is that its subdivision of audiences has not achieved revolutionary changes. At the same time, the traditional integrated marketing communication has not noticed the emergence of emerging personal media and its powerful role.

Due to the rapid popularization of network technology and communication technology in society, personal mail, short message, free phone and mobile Internet have become important media that affect audiences.

The industry began to adopt precision marketing (its tools include direct marketing, database marketing, and mass media).

(four) form of communication: from explicit to implicit development

The four basic forms of traditional marketing communication are advertising, sales promotion, publicity and promotion.

In modern marketing communication, we must make use of enterprise image and visible display to achieve the goal.

Because of the complexity of products and little knowledge of consumers, research shows that the image of an enterprise plays a more and more important role in influencing customer purchase decisions because it can give people a sense of security.

Tangible exhibition means that some invisible elements, such as the leading degree of technology, the quality of products and services, can be reflected by some ways that consumers can perceive, and its role in communication is becoming more and more important.

The reason is that most customers do not understand the slight technical differences between rapidly updated and increasingly knowledge-based products, and sometimes customers do not really care about it.

On the contrary, they are more likely to be influenced by tangible intangible factors.

The power of physical display helps to dispel people's misgivings and make people feel safe in the unknown.

(five) media for communication: social communication from traditional commercial communication to enriching.

Four traditional

(TV, radio, magazines, newspapers) have been unable to meet the needs of marketing communication.

New media are constantly being developed, including digital media based on Internet or telecommunications technology, such as broadband Internet, WAP website on mobile phones, interactive TV, bus, railway, subway, special line bus, outdoor advertising display and so on.

In the past, enterprises seldom talked with consumers. In addition to their weak ideas, the high cost of dialogue was also a major obstacle to implementation.

Since the emergence of new media, there has been a qualitative change in the way of marketing communication.

Today, the interactivity and instantaneity of the network can enable enterprises to communicate with consumers and industry infrastructure at low cost.

In addition, the information content contained in the network is large, which can provide information resources support for consumer education, which is also unmatched by expensive traditional media.

However, the Internet also has shortcomings. For example, according to the protocol of Internet etiquette, it can only use "pull" instead of "push" communication strategy.

This means that traditional media will continue to play a role in communication. The future communication will be the combination and integration of traditional media, networks and other new media.

Only in this way can enterprises really have an effective tool to solve the uncertainty of the market and consumer anxiety.

(six) integration of communication: from single communication to integrated communication

Integrated marketing communication was first put forward by Professor Schultz in the integrated marketing communication (MIC) in 1993, and was quickly adopted by many multinational companies.

That is to say, we should reorganize corporate behavior and market behavior at the core of consumers, and use various forms of communication in a comprehensive and coordinated way to convey consistent product information with a unified pmission image, achieve two-way communication with consumers, quickly establish the brand position in the minds of consumers, establish long-term and close relationship between product brands and consumers, and achieve the purpose of advertising communication and product marketing more effectively.

(seven) communication function: from pure instrumental communication to

With the improvement of people's living standard and the renewal of consumption concept, the emotional color shown in the consumption process is becoming increasingly strong. Consumers are paying more and more attention to the emotional value of consumption and the additional benefits that commodities can bring to themselves.

This requires enterprises to change their marketing ideas according to their psychological and emotional needs, and run the whole line of emotion through the main line of emotion.

Emotion is the basic point, core and golden point of impressing people. It can generate infinite power and create unexpected success.

Therefore, marketing must work hard in "love".

Emotional communication is the most important and effective way of all marketing services. It focuses on emotional interaction with customers and consumers.

The emotional communication method makes the marketing work rich in life, and can be changed from the original hard sell to the modern soft selling.