拟剧论启发下的整合营销传播之“接触点”感悟

Thoughts on Contact Points of Integrated Marketing Communication Inspired by Dramaturgy

摘要: 整合营销传播很大程度上削弱了广告的中心地位，改变广告在营销传播中“叫好不叫座”的尴尬，实现与消费者的场景接触与互动，并突显营销传播在促进销售、建构关系、增进情感、塑造品牌等方面的效能。在网络媒体环境下，企业及品牌的所有正式的或可能的对外传播或“被传播”都有可能打破前台与后台的边界，使企业的后台最大限度地暴露于公众面前。企业的营销传播活动已经不能仅考虑将有计划的剧本用于前台的固定表演，而应外、内兼修——既注重整合对外的营销传播之“接触”，更注重内部的整合。整合营销传播中的“传播”更强调沟通，并以“接触”概念来指涉营销传播对于消费者的“直接关联性”。在拟剧论启发下，企业及品牌应关注消费者在特定场景对品牌的接触与体验；多接触点的整合也可以促进营销传播的诚信化；同时，企业及品牌更应重视信息偶发性外流，加强接触的危机管控。

Abstract: Integrated marketing communication has largely weakened the central status of advertising, changed the embarrassing status of advertising in marketing communication, achieved contact and interaction with consumers in the scenario, and highlighted the effectiveness of marketing communication in promoting sales, building relationships, and promoting emotions and branding. In the context of network media, all formal or possible external communication or “forced communication” of enterprises and brands may break the border between the front stage and the backstage in such a way as to expose to the public the backstage of enterprises to the maximum extent. The marketing communication activities of enterprises can no longer consider just the planned script for the fixed performance of the front stage, but also should be prepared both ways: focusing on both the integration of external marketing communication “contacts”, and the integration done internally. The “communication” in integrated marketing communication lays more emphasis on “contact” and uses the concept of “contact” to refer to the “direct relevance” of marketing communication to consumers. Inspired by dramaturgy, enterprises and brands should pay attention to consumers’ contact and experience with the brands in specific scenarios; the integration of multiple contact points can also promote the integrity of marketing communication. Meanwhile, enterprises and brands should pay more attention to the occasional outflow of information and strengthen the crisis control of contacts.