Integrated marketing: definition, advantages and disadvantages

In the broad sense of the word marketing is an integrated system of organizing activities related to market research. Typically, marketing has applied, targeted properties aimed at researching the consumer’s consumer capabilities. The purpose of marketing is to satisfy customer demand and maximize sales profits.

Various areas of business are involved in integrated marketing: from the study of demand or competition, to the manufacture of a unique offer and its implementation.

At the forefront

The art of correctly and promptly offering a product does not arise out of nothing.

Every successful business has a painstaking research work - integrated marketing. It includes research at all stages of the organization’s activities in designing, developing, manufacturing and marketing products that are in demand by the consumer.

Any mistake in marketing research can lead to collapse. It is no coincidence that marketing is called the forefront of any business.

The main advantages of integrated marketing can be called:

• achieving long-term goals and creating a competitive business;
• the possibility of using non-standard methods of studying the weaknesses and strengths of the company, supporting the business with universal solutions;
• an objective analysis of the business sector and, in particular, the company that applied the comprehensive.

Principle of necessity

High competition associated with overproduction, the energy and raw materials crisis have led to the emergence of a new business principle, known as system or integrated marketing.

The content of systematic market research includes:

• continuous and consistent collection of information on market resources;
• introduction of innovative technologies in the field of production;
• complex solution of various current tasks;
• strategic planning, the pursuit of long-term achievements;
• application and development of communication technology and customer interaction;
• conducting cluster research with the aim of finding weaknesses among competitors, opening up new opportunities;
• study of consumer behavior, up to a typology of the buyer’s behavioral principles and the formation of his new needs.

All these tasks are solved by a comprehensive research in marketing.

Who orders music

The desire of a company or enterprise to achieve efficiency and commercial success, to gain leading positions in the market, makes it necessary to conduct an audit of marketing activities, checking the correctness of the established doctrines of market conquest.

In fact, a marketing audit is a comprehensive, systematic and impartial study of a company's marketing activities in order to identify shortcomings and problems in this area, prepare recommendations and innovations in a marketing strategy.

Directions and audit of marketing depends on the methods of conducting.

1. Internal - conducted by the forces of its employees, is distinguished by its availability and loyal price. An objective assessment of activity is not always possible.
2. External - conducted by invited experts, analysts in various fields of knowledge. It is distinguished by the impartiality and comprehensive nature of the study, as well as the high price and the possibility of information leakage.

Both types, understood as revisions, are a comprehensive, systemic and impartial study. He is crowned by the preparation of results and recommendations based on the information received, the further support of the company to obtain positive results from the innovations introduced into the marketing strategy.

Six parts of one whole

How is a marketing audit done? This is a comprehensive, systemic and impartial study. It is conditionally divided into six stages:

1. Audit of marketing macro- and microenvironment of the organization with the analysis of line-by-line. The macroenvironment affects the natural, economic, technical and other factors that influence the activities of the enterprise.
2. Testing marketing strategies. At this stage, the goals and objectives of marketing the enterprise are analyzed, the business plan and innovative programs are investigated.
3. Analysis of the activities of marketing specialists, their interaction with other services of the company, the effectiveness of the organizational structure. You can order comprehensive marketing and its audit in specialized audit firms or conduct it on your own.
4. Audit of innovations and planning systems in the field of marketing policy, checking the stability and quality of marketing control.
5. Analysis of profitability of sales in relation to costs.
6. Checking the functionality of the company's product and pricing policies, analyzing factors of sales promotion, such as advertising costs or conducting promotions by the enterprise.

Extending the boundaries of interaction

With the growth of IP-technology, the opportunities that integrated marketing can give the company have increased.

The Internet space allows companies and organizations to more successfully conquer the consumer market. And also reach large audiences by creating their own sites and their promotion.

Assistance in expanding the sphere of influence of the company may be provided by an integrated Internet marketing agency. After all, the main thing is not only to increase the traffic to the site, but also to keep the buyer, to introduce him to purchases and loyal attitude to the business of the company. This is not easy to achieve, but you can, if you order integrated marketing on the Internet.

The tasks that the Internet marketer solves:

• leads visitors to the site;
• stimulates the purchase without leaving the site.

He also conducts integrated marketing in Moscow, for example , and the cost of Internet marketing in the capital starts from 100 thousand rubles.

Is the game worth the candle, how soon the costs will be paid off - this is not a rhetorical question for any business.

What tasks does the integrated internet marketing agency solve?

For a successful business on the Internet, deep research and attraction of a new audience, comprehensive market research is used.

In practice, there are five main steps that can affect the promotion of a company’s website.

1. Visualization of the target audience: an accurate definition of your customer who is interested in your product or service. At this stage, the age category and financial capabilities of the potential buyer are also determined.
2. The conversion stage is the transformation of the potential buyer into a real one. At this stage, the concept of integrated marketing plays an important role, which conducts extensive market research and can offer the buyer sensible informational texts about goods and services, photo and video materials, reviews, and contacts for feedback. The stage is aimed at increasing real buyers at times.
3. The stage of retaining a potential buyer on the site. As marketing research shows, at this step, the company needs to work on the convenience of the interface of the site itself, expanding the range; offer special promotions and discounts, hold prize draws; offer free shipping and pick-up points. To do everything so that the future consumer of a product or service does not lose interest and lingers on the site for as long as possible.
4. Headhunting stage. Integrated Internet marketing offers remarketing services - once you visit the site, in the future all visitors will be covered by advertising texts from your site, in addition, at this stage the mass distribution of VKontakte and other social networks is widely used.
5. Advertising - do not forget about the main engine of trade, the buyer’s conviction of the correctness of the purchase gives the company access to a regular customer.

Characteristics of the tools adopted in Internet marketing

The subtleties of the technology of Internet resources must correspond not only to their multi-purpose tasks, but also be tested by robots, otherwise the website overloaded with advertising can go to Baden-Baden - to relax in the back of search engines.

Therefore, integrated Internet marketing uses the following tools.

1. SEO optimization - the use of this tool means the presence on the site pages of key queries, alt attributes (alternative textual descriptions of illustrations), the use of meta tags to transmit site descriptions to search engines.
2. Contextual and display advertising in the form of videos, banners and teasers that force the user to switch to third-party resources.
3. SMM - used to reach an audience of social networks.
4. Creation of content - original texts for filling the site and disseminating information among potential buyers. The main task is marketing and an integrated approach to studying customer issues, preparing answers on the types of products and services of interest to the target audience.
5. Viral marketing promotes the site in the first lines of search engines with the help of additional downloads, reposts and likes.
6. E-mail newsletters are used in integrated Internet marketing to notify you of new promotions, types of goods and services, additional bonuses and pleasant gifts to the buyer.

The evolution of marketing

The requirements of a constantly changing market, the focused and integrated nature of marketing have brought out a number of concepts, without which today's achievements in this area are impossible.

Development concepts include:

• improvement of production - the consumer acquires mainly affordable products that are widely represented on the market;
• improving the quality of goods without increasing prices is a condition for the prosperity of goods in the market;
• commercialization intensity - includes the marketing opportunities of the manufacturer; it is necessary in the field of passive demand for certain types of products and services;
• constant search for new customer needs to create the possibility of their satisfaction;
• An integrated marketing system and ethical concept are correlated as ensuring the security of new types of goods and services for the whole society or state, and not just satisfying consumer needs.

For example, by renting construction equipment, the organization satisfies market needs such as the construction of high-performance facilities at the lowest cost of high-quality products.

At the same time, a comprehensive marketing analysis for tenants of construction equipment provides tangible benefits for society: due to the continuous development of construction technologies and the introduction of innovations in production.

This stabilizes the increase in consumer value of services for enterprises renting construction equipment.

How to choose a strategy: information for business

The relevance of the company's products is always a sought-after indicator. In order to stay on the market, the company must continuously develop and by any means eliminate the uncertainty and uncertainty of its position, then the efforts spent on integrated marketing services will not be wasted. What else is specific?

To recapture their market share, companies use integrated market research, marketing as a system of strategies.

1. Competitor attack. The marketing strategy is organized around the main competitor, it is associated with aggressive sales and market capture. Such attacks require large financial investments, the lion's share of which goes to the development of a superior product and its promotion.
2. Surroundings and capture. This type of strategy is aimed at using competitor weaknesses, with the ability to occupy niches of similar products and absorbing market share of competitors.
3. Jumping Frog Strategy. It consists in a ruthless, lightning fast and decisive leap in creating competition in the business sphere. Usually leads to higher profits and stronger managerial marketing positions. Often this is the use of innovative products, the introduction of which makes the efforts of competitors irrelevant.
4. Flank attack or flank attack strategy. An integrated marketing agency may offer a flank attack. It is similar to the strategy of the environment, but is more based on the capture of the market, which is not fully served by competitors. In essence, it involves the search for new market niches and approval for them at a time when the competitor is busy developing the main sales market.

We pass to defense

Large companies often use defensive tactics in marketing wars. There are many types of defense strategies for successful business.

1. My home is my castle. The strategy of the fortress is to strengthen relations with customers and improve their service indicators. Without radical changes in the product segment, the organization seeks to increase sales through loyalty programs without spending additional resources.
2. Protection in motion. Mobile action strategy. It is based on a differentiated change in the product, factors in changing the advertising strategy. Fast forward does not allow competitors to catch up or overtake a company based on the market.
3. Containment strategy. It consists in strengthening the company in the market through competition at discounts. The reputation of a company offering unrivaled and constant preferences for the buyer is gained.
4. Partnership Agreements. This marketing strategy is based on combining and creating alliances of small competitors against large ones. For example, small shops can come together to provide free parking spaces to their customers and successfully compete with a dominant competitor.
5. Retreat tactics. Sometimes you have to step back for a while to take part in the struggle for your business with renewed vigor. If a discount store larger than the existing one opens in the neighborhood, you must close it. And after a while, open a new store, a more targeted trading niche, for example, sports goods at a discount.
   

Integrated marketing - costs or disadvantages by type

You can divide the marketing activities of a comprehensive study of the consumer market by industry. Depending on the application, each species has its own advantages and disadvantages:

1. Industrial or manufacturing marketing. Positive aspects: covers new sales markets, justifies production programs, pricing. Disadvantages: geographical dependence, the cost of research on the search for new types of products.
2. Sales or sales marketing. The main task is to search for channels of movement of goods, logistics, warehousing, the creation of a trade service and a subsequent service service. The disadvantage is the buyer's high expectations for lower prices and discounts, which can undermine the image of a trade brand or product brand.
3. Service industry and marketing - it is distinguished by a complex of production and trade marketing. This helps to expand the interaction of various areas of the economy, which is a definite plus. As a disadvantage, it is difficult to account for and control, which contributes little to the development of timely recommendations.
4. Integrated marketing of intellectual work contributes to the implementation of information products and information technologies. The disadvantage is that the efficiency of the application is practically not amenable to quick analysis, gives results in the future, which also cannot directly affect the increase in sales.

Subtleties and features of product indicators

A successful business largely depends on indicators and the nature of demand for its products. Therefore, integrated marketing is not complete without a detailed study of all the intricacies of consumer demand. The diversity of demand determines the areas of research:

• the conversion method of marketing is determined by the need to revive demand for a product, the interest in which for some reason has fallen or causes hostility to a product or service;
• the inclusion of incentive mechanisms - quite closely correlates with conversion marketing, however, it has its own subtleties and is used when a new type of goods or services enters the market to form demand;
• development marketing is needed to assess the potential need for a product that does not yet exist; based on the study of hidden demand and possible ways to satisfy it;
• , , ;
• , , ;
• , ;
• , , , , .

70- . , .

:

• – , , ;
• management - determined by the high pace and development of new technologies, is associated with the need to study changes in consumer demand in connection with the international division of labor;
• integrated marketing aims to combine previous achievements in the field of market impact;
• interactions marketing.

However, modern marketing is a system of interactions. Moreover, in the broadest sense of the word: from the interaction of various structures in the company itself and the general focus on results. Prior to expanding interactions with the end user, entering into long-term and mutually beneficial active cooperation.

In the world of economic globalization

Flexibility and timeliness - these are the basic conditions on which modern business depends, because what brought success yesterday can be fatal today. These are the realities and we need to adapt to them, and the most accurate recommendations on how to stay afloat are given by integrated marketing in an expanded sense - interaction.

Its spheres of influence have expanded from non-profit organizations to political associations. Successful mastery of marketing techniques, its various models, a mobile application of science and practice gives significant results.

Examples of success can be seen:

• in the field of medicine - the Institute of Eye Microsurgery;
• among educational institutions - faculties of regional educational institutions, successfully fighting for the applicant.

New marketing technologies allow marketers to promote socially significant projects in the field of ecology, environmental protection, the fight against drugs and smoking.

At the same time, the boom of information technology, ultra-fast processing of information allows us to develop telecommunication and interactive influences on the audience. This allows any company network to distribute information about itself among a large number of consumers. There is also a minus - often advertising doesn’t reach the target audience, it works idle, not justifying the costs.

The waves of marketing innovations and their impact on the consumer turn into an information war for the consumer, who is finding it increasingly difficult to navigate the accuracy and reliability of the information.

The global crisis of the global economy, which has generated an increase in unemployment and a decrease in consumer demand, is forcing businesses to look for new ways to overcome and the first assistant is competent, timely and methodical integrated marketing.