Articles by @小圈梨

Why Integrated Marketing Is Crucial for Startups

Many startups, when planning their brand/marketing strategy, often suffer from a 'headache-heal-head, foot-heal-foot' approach. For example, they rush into social media marketing (symptom: quickly opening a WeChat official account) without any brand positioning or clear marketing goals. I suggest entrepreneurs carefully study 'integrated marketing' because startups have the 'perfect timing, location, and people' for it. The core of integrated marketing includes being customer-centric and aligning with the company's overall strategy. These two points are often difficult for large companies to achieve or implement with great difficulty. In large companies, 'customer-centric' often becomes 'boss-centric'; brand is optional; and marketing is disconnected from business strategy. I believe no startup wants to go down that path.