- Conference Article
1
- 10.2991/essaeme-15.2015.33
Research on Integrated Marketing Communication in the Mobile Internet Environment
- Jan 01, 2015
- Yu Cao
The mobile internet has rapidly developed into one of the most eye-catching phenomenon of the global field of information and communication in recent years.This paper gives the concept of mobile internet and integrated marketing communication, and then provides three suggestions to the development of the integrated marketing communication in the mobile internet era, including simplify channel entrance, standardize business processes and unify information management in order to supply references for the related researchers. Concept and Features of Mobile InternetMobile internet is the integration of internet technology and mobile communication technology through a variety of portable smart devices to achieve access to the network information and services anytime and anywhere.Mobile internet has realized the mobile function of wireless communication, the traditional computing function and the direct integration function of internet.Mobile internet is a product of the integration of mobile communication and traditional internet.It not only retains the advantages of traditional internet information, space and search convenient, but also can make full use of the characteristics of mobile communication, convenient, personalized and ubiquitous.Mobile terminal volume, easy to carry, the user can almost not be limited to any time and place, use the phone to send and receive information.As long as there is cell phone signal coverage, mobile internet users can carry out information dissemination and reception anytime and anywhere.Users use the mobile internet is mainly focused on the way to work, travel, waiting, leisure and entertainment, such as fragmentation of the time, the use of more than a few minutes, which is typical of people's life time.Mobile microblog, mobile video, mobile phone QQ and other business are designed to meet the needs of people who only have the fragmented time.Information production and distribution of traditional media need a longer fixed period.Under the mobile internet environment, anyone can become a publisher, receiver and forwarding of information, and the acceptance and release of information is no longer limited by time and space.Interaction is an important feature of the mobile internet.It allows users to choose need to choose the information according to their own preferences, so that the individual can truly achieve freedom, equality and democracy to communicate and feedback to each other. Concept and Development of Integrated Marketing CommunicationSince the concept of integrated marketing communication has been officially put forward in the end of 1980s, the research on integrated marketing communication has been defined and studied from different perspectives.With the continuous development of the practice, integrated marketing communication concept are also more and more abundant.The earliest definition of integrated marketing communication is given by the American Advertising Association.It will integrate marketing communication as a marketing communication plan.It is considered that the marketing communication plan is to evaluate various methods.Tang Schultz believes that integrated marketing communication is to manage all the information related to the product or service to manage the process, so that consumers or potential consumers access to the integration of information, resulting in purchasing behavior, and maintain brand loyalty.He believes that the cores of integrated marketing communication is the integration of internal resources, and fully mobilize
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