{"id":3255,"date":"2018-12-14T08:15:36","date_gmt":"2018-12-14T08:15:36","guid":{"rendered":"https:\/\/360advertising.ro\/new\/?p=3255"},"modified":"2018-12-14T08:15:36","modified_gmt":"2018-12-14T08:15:36","slug":"importanta-marketing-integrat-in-2019","status":"publish","type":"post","link":"https:\/\/360advertising.ro\/new\/importanta-marketing-integrat-in-2019\/","title":{"rendered":"De ce este necesar s\u0103 ai o strategie de marketing integrat \u00een 2019?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Nu ai o\u00a0<\/span><b>strategie de marketing integrat<\/b><span style=\"font-weight: 400;\">? Nici nu \u0219tii de ce ai avea nevoie de una? Atunci cite\u0219te \u00een continuare, pentru a afla de ce lipsa unei astfel de strategii poate fi motivul pentru care compania ta va e\u0219ua \u00een 2019.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">S\u0103 \u00eencepem totu\u0219i cu \u00eenceputul: \u0219tii ce este\u00a0<\/span><span style=\"font-weight: 400;\">marketingul integrat<\/span><span style=\"font-weight: 400;\">? Dac\u0103 nu e\u0219ti om de marketing, probabil c\u0103 nu. Deci, p\u00e2n\u0103 la urm\u0103\u2026<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Ce este\u00a0<\/b><b>marketingul integrat<\/b><b>?<\/b><\/h2>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Marketingul integrat<\/span><span style=\"font-weight: 400;\">\u00a0este un concept popularizat \u00een anul 1989 sub numele de\u00a0<\/span><b>Comunica\u021bii Integrate de Marketing<\/b><span style=\"font-weight: 400;\"><em>\u00a0(abreviat IMC). <\/em>Acesta\u00a0sus\u021bine c\u0103 o marc\u0103 ar trebui\u00a0<\/span><b>s\u0103 transmit\u0103 un mesaj consistent<\/b><span style=\"font-weight: 400;\">\u00a0pe toate\u00a0<\/span><span style=\"font-weight: 400;\">canalele<\/span><span style=\"font-weight: 400;\">\u00a0sale\u00a0<\/span><span style=\"font-weight: 400;\">de comunicare<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">David Pickton \u0219i Amanda Broderick, doi dintre adep\u021bii cei mai cunoscu\u021bi ai\u00a0<\/span><span style=\"font-weight: 400;\">marketingului integrat<\/span><span style=\"font-weight: 400;\">, defineau\u00a0<strong>cei patru \u201eC\u201d<\/strong>\u00a0pe care o marc\u0103 trebuie s\u0103 \u00eei respecte atunci c\u00e2nd creeaz\u0103 o strategie de acest gen:<\/span><\/p>\n<ul>\n<li><b>Complementaritate:<\/b><span style=\"font-weight: 400;\">\u00a0toate\u00a0<\/span><span style=\"font-weight: 400;\">canalele de comunicare<\/span><span style=\"font-weight: 400;\">\u00a0se completeaz\u0103 unul pe cel\u0103lalt;<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>Continuitate:\u00a0<span style=\"font-weight: 400;\">comunicarea este conectat\u0103 pe toate canalele;<\/span><\/b><\/li>\n<\/ul>\n<ul>\n<li><strong>Consisten\u021b\u0103:<\/strong>\u00a0<span style=\"font-weight: 400;\">mesajul este acela\u0219i pe toate\u00a0<\/span><span style=\"font-weight: 400;\">canalele de marketing<\/span><span style=\"font-weight: 400;\">;<\/span><\/li>\n<\/ul>\n<ul>\n<li><strong>Coeren\u021b\u0103:<\/strong>\u00a0<span style=\"font-weight: 400;\">distribuirea mesajului pe\u00a0<\/span><span style=\"font-weight: 400;\">canalele de promovare<\/span><span style=\"font-weight: 400;\">\u00a0are logic\u0103.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><em>Ok, ok, bine!<\/em>\u00a0Am \u00een\u021beles ce este\u00a0<\/span><span style=\"font-weight: 400;\">marketingul integrat<\/span><span style=\"font-weight: 400;\">. Dar\u2026<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Ce se poate \u00eent\u00e2mpla dac\u0103 nu ai o\u00a0<\/b><b>strategie de marketing integrat<\/b><b>?<\/b><\/h2>\n<p>&nbsp;<\/p>\n<p><i><span style=\"font-weight: 400;\">Ce m\u0103 bucur c\u0103 ai \u00eentrebat!<\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<h3><b>1. Consumatorii t\u0103i pot deveni confuzi<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Atunci c\u00e2nd mesajele tale nu sunt g\u00e2ndite strategic\u00a0<strong>cu un singur scop \u00een minte,<\/strong>\u00a0diferen\u021ba dintre mesaje sau lipsa unui mesaj pe un anumit canal poate crea confuzie pentru clien\u021bii \u0219i poten\u021biali t\u0103i clien\u021bi.<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-3274\" src=\"https:\/\/360advertising.ro\/new\/360adv\/wp-content\/uploads\/2018\/12\/255507-P4EAL2-895-1-1024x633.jpg\" alt=\"persoana confuza\" width=\"600\" height=\"371\" srcset=\"https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/255507-P4EAL2-895-1-1024x633.jpg 1024w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/255507-P4EAL2-895-1-300x185.jpg 300w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/255507-P4EAL2-895-1-768x475.jpg 768w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/255507-P4EAL2-895-1-1536x949.jpg 1536w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/255507-P4EAL2-895-1.jpg 1748w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><b>2. Consumatorii pot s\u0103 \u00ee\u0219i piard\u0103 \u00eencrederea \u00een tine<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Imagineaz\u0103-\u021bi c\u0103 vezi un nou produs pe pagina de Facebook a unei companii, \u0219i, \u00eenc\u00e2ntat fiind, \u00eencerci s\u0103 afli mai mult intr\u00e2nd pe site-ul lor. C\u00e2nd intri pe site,\u00a0<em>bate v\u00e2ntul.<\/em>\u00a0Niciun semn de produsul de care erai interesat. Cum te-ai sim\u021bi \u00een aceast\u0103 situa\u021bie?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dac\u0103 ne \u00eentrebi pe noi, noi nu ne-am sim\u021bi doar confuzi &#8211; ci\u00a0<strong>tr\u0103da\u021bi de aceast\u0103 companie<\/strong>\u00a0care, la o prim\u0103 vedere, ar p\u0103rea c\u0103 nu \u00eei pas\u0103 destul de noi \u00eenc\u00e2t s\u0103 pun\u0103 produsul pe site.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Acum \u00eencearc\u0103 s\u0103 te g\u00e2nde\u0219ti din perspectiva companiei. Responsabilul de\u00a0<\/span><span style=\"font-weight: 400;\">social media marketing<\/span><span style=\"font-weight: 400;\">\u00a0nu a discutat cu programatorul \u00eenainte s\u0103 posteze &#8211; \u0219i uite a\u0219a, au pierdut un client entuziast <strong>transform\u00e2ndu-l\u00a0\u00eentr-un \u201ehater\u201d.<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Concluzia este c\u0103 mici \u201e\u00eent\u00e2mpl\u0103ri\u201d precum exemplul de mai sus pot nu doar s\u0103 scad\u0103 v\u00e2nz\u0103rile m\u0103rcii, ci chiar\u00a0<\/span><b>s\u0103 piard\u0103 \u00eencrederea clien\u021bilor<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3272\" src=\"https:\/\/360advertising.ro\/new\/360adv\/wp-content\/uploads\/2018\/12\/16179-1024x683.jpg\" alt=\"fata suparata\" width=\"600\" height=\"400\" srcset=\"https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/16179-1024x683.jpg 1024w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/16179-300x200.jpg 300w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/16179-768x512.jpg 768w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/16179-1536x1024.jpg 1536w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/16179.jpg 1620w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><b>3. Consumatorii nu \u00ee\u0219i vor aduce aminte cine e\u0219ti<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Deoarece ne afl\u0103m \u00eentr-o lume bombardat\u0103 de mesaje publicitare, o\u00a0<\/span><span style=\"font-weight: 400;\">strategie de marketing<\/span><span style=\"font-weight: 400;\">\u00a0cu\u00a0<\/span><b>o idee creativ\u0103 de impact<\/b><span style=\"font-weight: 400;\">\u00a0transmis\u0103 pe toate canalele este mult mai eficient\u0103 dec\u00e2t una cu mai multe mesaje pentru fiecare canal. De aceea, companiile care nu folosesc\u00a0<\/span><span style=\"font-weight: 400;\">marketing integrat<\/span><span style=\"font-weight: 400;\">\u00a0vor fi uitate.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3271\" src=\"https:\/\/360advertising.ro\/new\/360adv\/wp-content\/uploads\/2018\/12\/15032-1024x683.jpg\" alt=\"femeie pusa pe ganduri\" width=\"600\" height=\"400\" srcset=\"https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/15032-1024x683.jpg 1024w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/15032-300x200.jpg 300w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/15032-768x512.jpg 768w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/15032-1536x1024.jpg 1536w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/15032.jpg 1620w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><b>4. Consumatorii nu vor cump\u0103ra de la tine<\/b><\/h3>\n<p><span style=\"font-weight: 400;\"><em>Ai auzit de\u00a0<a href=\"https:\/\/www.krusecontrolinc.com\/rule-of-7-how-social-media-crushes-old-school-marketing\/\" target=\"_blank\" rel=\"noopener\"><strong>Regula celor 7<\/strong><\/a>?<\/em>\u00a0Dac\u0103 nu, \u00ee\u021bi spunem noi ce este. Una dintre vestitele reguli ale marketingului este c\u0103 un consumator trebuie<strong>\u00a0s\u0103 aud\u0103 de minim \u0219apte ori mesajul t\u0103u<\/strong>\u00a0pentru a achizi\u021biona de la tine.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Imagineaz\u0103-\u021bi de c\u00e2te ori trebuie s\u0103 aud\u0103 consumatorul despre tine, dac\u0103 nu trimi\u021bi acela\u0219i mesaj mereu. Cu c\u00e2t mai conectate sunt\u00a0<\/span><span style=\"font-weight: 400;\">canalele de comunicare<\/span><span style=\"font-weight: 400;\">\u00a0folosite,\u00a0<strong>cu at\u00e2t mai mul\u021bi clien\u021bi<\/strong>\u00a0vei avea. A\u0219adar, un\u00a0<\/span><span style=\"font-weight: 400;\">plan de marketing<\/span><span style=\"font-weight: 400;\">\u00a0integrat nu doar c\u0103 te ajut\u0103 s\u0103 \u00ee\u021bi p\u0103strezi actuala clientel\u0103\u00a0<\/span><i><span style=\"font-weight: 400;\">(vezi punctul 2)<\/span><\/i><span style=\"font-weight: 400;\">, dar chiar te ajut\u0103 s\u0103 atragi mai multe oportunit\u0103\u021bi \u00een pia\u021b\u0103.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3270\" src=\"https:\/\/360advertising.ro\/new\/360adv\/wp-content\/uploads\/2018\/12\/14313-1024x683.jpg\" alt=\"fata cu cumparaturi in mana\" width=\"600\" height=\"400\" srcset=\"https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/14313-1024x683.jpg 1024w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/14313-300x200.jpg 300w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/14313-768x512.jpg 768w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/14313-1536x1024.jpg 1536w, https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2018\/12\/14313.jpg 1620w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">\u00cen concluzie, dac\u0103 nu ai o strategie integrat\u0103 \u00eenseamn\u0103 c\u0103\u00a0<strong>pierzi timp, clien\u021bi \u0219i bani f\u0103r\u0103 niciun motiv.<\/strong>\u00a0\u0218i cine \u00ee\u0219i dore\u0219te a\u0219a ceva?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Dac\u0103 te-am convins c\u0103 ai nevoie de o\u00a0<\/span><span style=\"font-weight: 400;\">strategie de marketing integrat<\/span><span style=\"font-weight: 400;\">,\u00a0<strong><a href=\"https:\/\/360advertising.ro\/new\/contact\/\">contacteaz\u0103-ne<\/a><\/strong>\u00a0pentru a discuta mai multe despre compania ta! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dac\u0103 vrei s\u0103 afli mai multe despre marketing, un bun articol cu care po\u021bi \u00eencepe este\u00a0<a href=\"https:\/\/360advertising.ro\/new\/marketingul-traditional-marketingul-online\/\">Marketingul tradi\u021bional vs. Marketingul online<\/a>.<\/span>    \t<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nu ai o\u00a0strategie de marketing integrat? Nici nu \u0219tii de ce ai avea nevoie de una? Atunci cite\u0219te \u00een continuare, pentru a afla de ce lipsa unei astfel de strategii poate fi motivul pentru care compania ta va e\u0219ua \u00een 2019. S\u0103 \u00eencepem totu\u0219i cu \u00eenceputul: \u0219tii ce este\u00a0marketingul integrat? Dac\u0103 nu e\u0219ti om de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3261,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44],"tags":[],"class_list":["post-3255","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-integrat"],"_links":{"self":[{"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/posts\/3255","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/comments?post=3255"}],"version-history":[{"count":0,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/posts\/3255\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/media\/3261"}],"wp:attachment":[{"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/media?parent=3255"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/categories?post=3255"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/tags?post=3255"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}