Integrated Marketing Strategy in New-media Era

DOI

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.

Copyright

© 2012, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - Proceedings of the 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  - 10.2991/citcs.2012.61
ID  - Yang2012/11
ER  -