With the development of the company and the improvement of market share, it is getting closer and closer to the ceiling to obtain users through certain channels. There are also some companies that want to use the fiery atmosphere of the market at a certain point in time (such as double 1 1) to achieve marketing purposes. Under this condition, the whole network integrated marketing promotion came into being, which is the development of the times. At present, users are developing and changing, and their ability to control and communicate information is stronger than ever before. Users began to search their interested products and brands through the Internet without relying on traditional information providers, which put forward new requirements and changes in the marketing methods and means of enterprises. Even generate information. With the development of technology, great changes have taken place in the communication between companies and users, and between users. To some extent, because of the rich media and communication channels, it has brought troubles to marketers, and the root cause lies in its uncontrollable. But from the perspective of development, it also brings more opportunities to enterprises. This also requires the company's top management to integrate brand management, sales promotion, online marketing, social marketing and other forms of marketing communication, so as to convey a clear brand image, expand industry visibility and increase the number of users. The first step of corporate brand integrated marketing promotion is to study users, because the beginning of any marketing activity is to study the positioning of target users. Target users are buyers of products or people who have important influence on purchasing decisions. This requires us to locate the target users first. Once the target audience is determined, the operator must determine the marketing objectives and provide more information for potential buyers to promote their purchases, such as promotional discounts. Finally, the choice of channel media, first of all, must have enough understanding of the characteristics of the media, different channel media are different audiences. Focus on vertical media in market segments. In addition to understanding the characteristics of the media itself, we should also know in detail the characteristics of different products in different channels. The choice of media channels directly determines the cost ratio and marketing strategy of the whole network marketing promotion. Generally speaking, the integration and promotion of the whole network requires us to study the evaluation process of users' purchase decisions from the perspective of target users, formulate marketing plans from their perspective, choose delivery channels, and design material information that meets the pain points of users at all levels of purchase, so as to influence, inspire, attract and convince users and realize the final purchase transformation. But from another point of view, the promotion strategy of the whole network integrated marketing can also be summarized as: brand first, word-of-mouth assistance, traffic-driven, carrier marketing, and deep content cultivation. The first is to give priority to brand building. At present, it is generally believed in the industry that a brand bears more people's recognition of its products and services, and is a product derived from the interaction between brand owners and customers. Compared with unknown brands, consumers prefer well-known brands, so products should establish brand awareness at the beginning of their birth. At the moment when it is introduced to the market, it is necessary to promote the establishment of brand image to an important position. Only in this way can we quickly occupy the minds of users in the fragmented Internet era. Through a series of marketing promotion means, the product popularity has been rapidly improved and the brand image has been gradually established. At this time, the product finally meets the user, and the various word-of-mouth evaluations brought by direct experience will naturally precipitate in the circle of friends, social media and search engines. If it is the content of negative product evaluation, their existence will inevitably affect the decision-making of other potential consumers. Therefore, in the initial stage of brand promotion, we need corresponding word-of-mouth content support, maintain and intervene through positive word-of-mouth content, and guide potential user groups through word-of-mouth. The brand image is gradually established, and the reputation of users tends to be stable. At this time, we should pay more attention to user traffic. Only by continuous traffic import can enterprises be in an invincible position, and then better provide users with valuable service content. With the rapid development of Internet and mobile Internet, new marketing methods and marketing carriers are constantly emerging. Having the ability of multi-channel integrated marketing, building and enriching the knowledge system, and better bringing quantitative or qualitative improvement to the development of enterprises and brands are the keys to integrated marketing of the whole network. At present, in the chaotic marketing environment, major enterprises have been seeking ways to truly realize integrated marketing. Nowadays, under the tide of technology-driven marketing, one-stop marketing tools, marketing automation tools and concepts have become the common demands of the industry and gradually developed. 9 1 Internet digital assets platform uses advanced "digital marketing" mode to change traditional marketing ideas and strategies, promote the reform of enterprise marketing mode, accelerate the accumulation and transformation of corporate brand digital assets, and realize the strategic upgrading of corporate brands. By constructing a standardized brand marketing intelligent model, the brand marketing launch of enterprises is analyzed from multiple angles and dimensions to help enterprises grasp the panoramic state of launch in real time. With the help of big data, business intelligence and artificial intelligence, the ranking and evaluation of brand indicators are formed, real-time monitoring is carried out in the process of refined marketing, user-centered behavior course analysis is carried out, users are transformed into marketing analysis targets in stages, and marketing process and marketing effect are understood and guided. Brand integration marketing communication process? Brand integrated marketing communication, like other methodologies, is not omnipotent, but it has certain indications. Therefore, enterprises should combine their own theories with the practice of marketing communication to truly realize brand integrated marketing communication. 1. Elements of brand integrated marketing communication 1. Advertising is an obvious way to attract the company's ideas, goods or services. The direct appeal of advertising can make consumers have a rational understanding of corporate brands quickly. Through advertising, the performance, quality, use, maintenance and installation of products are comprehensively introduced to eliminate consumers' doubts about buying, and repeated rendering and stimulation of advertisements will also expand the degree of products, thus stimulating and inducing consumers to buy. 2. Promotion is a short-term stimulus to encourage consumers to buy products and services. Promotion has a great influence on the direct sales of products and services, and also has a certain strengthening effect on the brand. 3. Public Relations When dealing with the relationship between enterprises and the public, we should use strategies reasonably to establish a good image of enterprises. Public relations has a positive impact on brand image, which can increase the degree and reputation of corporate brands. 4. Event marketing serves enterprise brand building through some major events. The influence of event marketing on enterprise brand is direct and the effect is lasting. 5. Sales staff of personnel sales enterprises communicate directly with consumers, and establish effective contact with consumers while completing product sales. The relationship between personnel sales and consumers is continuous, which will create more brand loyal followers for enterprises. 6. Direct marketing interacts directly with consumers through various advertising media, which usually requires consumers to make a direct response. Direct selling mainly includes telephone sales, mail order, fax and e-mail. Enhance the brand image of the enterprise through direct relationship with consumers. 7. Corporate Charm Enterprises are the epitome of corporate brand culture. With the help of corporate charm and personal style (such as corporate biography and personal ideas, etc. ), the brand image of the enterprise has been improved. 8. Relationship marketing uses the relationship between the enterprise and the external environment to establish a brand image. External relations include relations with media, suppliers, middlemen, terminal retailers and terminal service providers. Second, the brand integration marketing communication process First of all, small and medium-sized enterprises can choose a favorable address as a website when establishing a website. After the website is established, in addition to paying attention to publicity, it is also necessary to set up a special person to maintain the website. This can save advertising expenses under the traditional propaganda mode, and a large number of search engines can also improve the search rate. For small and medium-sized enterprises, this effect is even better than investing huge advertising expenses. Secondly, product promotion strategy. If small and medium-sized enterprises want to use online marketing, they must clearly express their products or services and the target groups in online marketing. Because the cost of selling products on the Internet is much lower than that of other sales channels, small and medium-sized enterprises can make greater profits through online marketing if their products are properly selected. What can't be ignored in network marketing is price strategy, which is a complicated problem. The price strategy of network marketing makes the price between peers obvious. Because of the open information, consumers can easily grasp the prices of competitors in various industries. How to guide consumers to make a purchase decision is the key. If small and medium-sized enterprises want to realize the price strategy, they should pay attention to the advantages of their products compared with competitors in the same industry in performance and price, and show the characteristics of their products. In addition, due to the influence of competitors, the price strategy of online marketing should be adjusted in time, and the marketing objectives of small and medium-sized enterprises should also be adjusted, and different prices should be set according to different time. The popularity of online marketing is especially favored by more and more small and medium-sized enterprises, because online marketing can make small and medium-sized enterprises avoid the suppression of traditional marketing models of large enterprises, and the investment in online marketing is not large, which can save the expenses needed by small and medium-sized enterprises in advertising. Gan Ying —— China Brand Management Consulting and Marketing Planning Co., Ltd., dedicated to brand strategic planning, marketing planning and operation management, has been engaged in Internet marketing consulting for 5 years, and was born in Shanghai on October 20th. The initial team is a group of experienced Internet operators, serving more than 2,000 enterprises, covering cold drinks, real estate, home, finance, banking, automobile, machinery industry, catering, games, software and so on.