The Study On The Integrated Marketing Communication Strategies In Social Media

The Internet media has changed from the classic read-only mode to the interactive decentralized mode, the message transmission in the media environment is no longer one-way but two-way dialogue and communication. Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques, and is becoming the trend of the new media development in the future. However, because of the rapid development of the Internet, things are still emerging in the social networking media, there has been little research available on the marketing in social media, so the analysis and research in this new marketing environment is indeed and necessary in order to provide strategies and practice guides for marketing activities in the industry.This essay applied integrated marketing communication theory as a starting point, combined with management, marketing, and other related research results. The essay also analyzed Internet media comparatively, from the traditional read-only mode to the social mode, summarized the evolution of classic marketing theories and integrated marketing communication. Base on the analysis and research the essay suggested to apply integrated marketing communication plan to the social media marketing, and designed the framework for integrated marketing communication plan in social media, according to the features of social media, also analyzed and researched the marketing targets, media strategies, content strategies, marketing monitoring variables and tools.