Proceedings of the 2012 National Conference on Information Technology and Computer Science

Integrated Marketing Strategy in New-media Era

Authors
Shao-Zhen Yang, Xiu-Yan Feng
Corresponding Author
Shao-Zhen Yang
Available Online November 2012.
DOI
https://doi.org/10.2991/citcs.2012.61How to use a DOI?
Keywords
New-media; integrated marketing; network media; Mobile Internet; Smart phone
Abstract
With increasing popularity 3G and WIFI, smart phone users are more and more, Mobile Internet has achieved rapid development in China. The entire network media has entered a new-media age. This provides businesses with more opportunities to improve their marketing and profitability. The integrated marketing has become the primary task of marketing management. This article discussed the following topics: the development of contemporary information communication mode, changes in the patterns of consumer obtaining information, the challenges faced by corporate marketing in new-media environment. Based on these analysis, this article proposes five key aspects about integrated marketing strategy: building consumer data collection plan, integration of offer channels and order channels, the mutual integration of the networks, electronic media and traditional media, the pursuit of "consistency" in integrated marketing, and active management of the consumer social interaction. Learning, understanding and applying economic laws under the new-media marketing model, looking for new business opportunities will enable a more mature company to benefit from this new marketing model.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
2012 National Conference on Information Technology and Computer Science
Part of series
Advances in Intelligent Systems Research
Publication Date
November 2012
ISBN
978-94-91216-39-8
ISSN
1951-6851
DOI
https://doi.org/10.2991/citcs.2012.61How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Shao-Zhen Yang
AU  - Xiu-Yan Feng
PY  - 2012/11
DA  - 2012/11
TI  - Integrated Marketing Strategy in New-media Era
BT  - 2012 National Conference on Information Technology and Computer Science
PB  - Atlantis Press
SP  - 229
EP  - 233
SN  - 1951-6851
UR  - https://doi.org/10.2991/citcs.2012.61
DO  - https://doi.org/10.2991/citcs.2012.61
ID  - Yang2012/11
ER  -