Interactive Marketing -- New Choice Of Distributors (Continued)

Thirdly, the limitations of mass media integrity in the process of marketing communication.

Integrity is concerned with the accuracy and completeness of delivering marketing communication information to target recipients. Obviously, the limitations of the mass media in this regard are very obvious.

Usually because of the restriction of information resources, the source direction can only selectively encode information, and the recipient also takes a selective attitude according to its own needs, which leads to the loss of the original incomplete information.

Fourth, in the process of marketing communication, the reliability of mass media information is limited.

As clabber pointed out, mass communication is usually not a sufficient condition for audience effectiveness, but it is often just one of the many reasons for the impact.

In the process of marketing communication, the information received by customers and stakeholders is not only media information but also non media information.

Generally speaking, mass media information is carefully designed by information sender, though it has generalizations, but it is not credible.

In many cases, customers and stakeholders will also be exposed to information from other sources, which are not controlled by enterprises, but they tend to trust them more.

The existence of this situation raises a very important question: how to fully grasp the information contact that can affect customers and stakeholders in the process of marketing communication.

An obvious fact is that only focusing on mass media can not achieve good marketing communication effect, because the information contact between customers and stakeholders is not mainly from the mass media, and the mass media in the process of marketing communication itself also has all kinds of communication limitations mentioned above.

Therefore, if we want to achieve a reasonable effect of marketing communication, we must analyze various communication contacts from the reality of customers and stakeholders, and effectively implement contact point management on this basis, so as to form an interactive effect.

    二、交互营销的作用 

The role of Interactive Marketing is also evident in the actual marketing work.

The first role is to precisely lock the target customers and quickly form a cognition in the minds of consumers.

This is much more powerful than hard communication.

When we look at an online advertisement or a multimedia presentation, we can click on a particular part according to our interests to do a detailed research. We can even change the display modes of various images, and we can choose different background music, or combine our own instructions into new product models to form a highly interactive communication.

Consumers can participate in real time. This participation can be conscious inquiries, to a certain extent, changes in the original order and content, or random, unconscious clicks and other behaviors.

On the Internet, interactive advertising, online games, intelligent inquiry, online real-time services and so on have varying degrees of interactivity, which have become an important feature of interactive marketing.

The second function is to increase customer loyalty to the brand.

Compared with compulsion, the strong participation of interactive marketing makes the distance between consumers and products greatly shortened. At the same time, the response time of consumers is real-time, and the means of communication are more diversified. Consumers can understand the information of pactions at any time and anywhere. Consumers and consumers are two-way messages. Information is made on the one hand and consumed by itself, so the understanding of brand is more profound.

This self-sufficient way of consumption can fully meet the needs of consumers.

Because they have eliminated the boundary between producers and consumers, and the two have combined into one.

Is there a better way to meet consumer demand than this?

Definitely not.

Interactive marketing enables consumers to have greater initiative, so that product sales can become more real in the active needs of consumers, and produce more brand memory effects.

The third function is to form the strength of word-of-mouth communication, so that the stickiness of customers will be greatly enhanced.

Because your product is already integrated with the needs of consumers, it is better to attract consumers into the game of product consumption than to attract them better. This is the traditional way of marketing that can not be done in the past.

With this interaction, customers are one of the producers of brands.

The fourth function is low cost brand building.

With interactivity, customers' cognition of brand is easier and more convenient.

If the customer knows the brand, the establishment of the brand will be very easy.

Three, the form of interactive marketing

Most of the interactive marketing is carried out through the platform of the Internet.

Mainly through the form of cultural entertainment, such as sports marketing, entertainment marketing, online games and other ways to start.

The form of information interaction, such as database marketing, different industries Union, cultural implantation, interactive new media.

Experience the form of interaction, such as online shopping, TV shopping, wireless marketing, community marketing, blog marketing and so on.

These three ways reflect the style and specific types of interactive marketing.

In the following specific cases, we will also focus on the introduction.

The innovation of the core of interactive marketing is its contact point, that is, to interact with consumers, convey information and win competitive advantage.

Then, what are the consumer contacts?

Through what means of contact?

As we have said before, they are mainly based on the Internet platform, through the way of interaction.

Entertainment is always full of communication and interaction. Informational things are always full of sharing and experience. Innovative consumption patterns are always full of communication and communication; for example, in the aspect of entertainment programs, the name of talent shows, the implantation of brand information, the holding of joint activities, fully consider the full participation of consumers, and have full participation to form a strong interaction, so as to achieve better marketing results.

For example, the activity marketing of polo and MSN spaces is a good one? Script src=>