TheRoleofSocialMediainModernMarketingStrategies.docx

TheRoleofSocialMediainModernMarketingStrategiesTheprogressofdigitaltechnologyandInternettechnologyhasledtothecontinuousemergenceofsocialmediaapplications,SocialmediasuchasFacebookxMicroblog、Tiktokandsoon.Socialmediahasgraduallybecomeanimportantchannelforpeopletoobtaininformationandpublishnews.Becausesocialmediahassignificantchangesdifferentfromtraditionalmediaincreatinginformation,transmittinginformationandfeedbackinformation,socialmediahasalsoledtomajorchangesinmodernmarketing.Socialmediamakesdigitalmarketingthedevelopmenttrendofmodernmarketingstrategy(Breuer,2021).Socialmediacantriggermodernmarketingreform,andthefundamentalreasonisthatitallocatesthepowerofinformationreleaseanddisseminationfromprofessionalinstitutionstoindividuals,andeventhephenomenonofwemedia.Sincethen,thereleaseofinformationisnolongerthepowerofnewspapers,broadcastersandtelevisionstations.Everyonecanreleasethenewsaroundhimandhisownopinionsandcommentsthroughthenewmediaplatform.Theauthorityofnewspapers,broadcastingcompaniesandtelevisionstationshasbeengreatlychallenged,andordinarypeoplearenoIongerjustrecipientsOfinfbrmationandnews(Huang,2010).Forexample,recently,thenewsthatthefinancialproductsofEvergrandegroup,China'slargestrealestatedeveloper,deceivedinvestors,andthecompany'sexecutivescashedinadvanceinviolationofregulations,spreadrapidlyonthemicroblog,andalargenumberofvictimsreleasedtheactualsituationtheysawonthesceneonthemicroblogintheformofvideosandpictures.Althoughthemicroblogplatformwillcontrolthevalueofpublicopinionandinformationbylimitingtrafficandprohibitingforwarding,wemediastillhasagreatimpact.Anotherreasonwhysocialmediacanleadtochangesinthemarketingfieldisthatsocialmediahasthecharacteristicsofwidecommunicationrange,lowcostandfastcommunicationspeedwiththehelpofinformationtechnologyandInternettechnology(Xin,2010).Becausemobileelectronicdevicesarethemaincarrierofsocialmediasoftware,socialmediauserscangetridofthelimitationsofgeographicallocationandtime,andtheycanobtaininformationonsocialmediaatanytimeandplace.Therefore,socialmediahasawiderspreadthantraditionalmedia.Socialmediafocusesononlinemarketing,whichcanhelpenterprisessaverent,sitelayoutandothercosts,whichmakesmarketingactivitiescheaper.SocialmediarelyontheInternettospreadinformation.Therearefewobstaclestoinformationdisseminationandaccess,andtherearenointermediatelinks.Theinformationdisseminationspeedofsocialmediaisfaster.Inaddition,socialmediacangivetheaudienceaninteractiveimmersionexperience.Inthelivemarketingofsocialmedia,theanchorcaninteractwiththeaudiencebytalkingandansweringquestions,andconsumerscanalsoaskquestionsabouttheirconcerns.Theintroductionandansweroftheanchorcanreduceconsumers*consumptionriskandmakeconsumersfeelmoresecure.Atthesametime,thecontentoflivemarketingishighlyentertaining,whichallowsconsumerstorelaxasmuchaspossible,whichiseasiertoarouseconsumers1willingnesstoconsume.Inthecontextofthedigitalage,socialmediahasbroughtthefollowingchangestomarketingstrategies.Firstofall,themarketingstrategyhasenteredtheeraof"trafficistheking",andthemostimportantthingformarketingactivitiesistraffic.Thenumberoffansofsocialaccountsdirectlyaffectstheattentionofmarketingactivitiesandthenumberofpotentialconsumers,whichwillbeanimportantbasisforenterprisesalesgrowth.Second,marketingstrategiesneedtomakefulluseofthepowerofopinionleaders.Opinionleadersmaybeidolsoffansorexpertsinsomefields.Consumersbelievemoreintheirsuggestions,soopinionleadershaveaveryimportantimpactonconsumers'consumptionintention.Third,enterprisesneedtopayattentiontoconsumers'feedbackinliveinteractionandimproveproductsaccordingtotheiropinions.Increaseconsumers'participationinproductdesign,sothatconsumershavebecomeavaluableassetforenterprises.Enterprisescanprovideconsumerswithmorepersonalizedproductsbystrengtheningproductdesign,sothatenterpriseswillobtainhigherpricingpowerandincreasetheirincome.Fourth,enterprisesneedtopayattentiontothemarketingmethodoflivebroadcastmarketing,andmarketingactivitiesneedtoincreaseentertainmentandinterest.Becauseonlyinterestingcanattractmoreaudiences.Inaddition,entertainmentandinterestareeasiertostimulateconsumers'willingnesstoconsume,andevenmakeconsumersimpulsiveconsumption.Inastateofimmersion,consumersrelymoreonperceptualperceptiontomakeconsumptiondecisions.ReferencesBreuer,C.(2021).Sponsormessageprocessinginlivebroadcasts-Apilotstudyontheroleofgameoutcomeuncertaintyandemotions.Psychology&Marketing,23(5),pp.64-68.Huang,Y.(2010).Consumeranimosity,economichardship,andnormativeinfluence:Howdotheyaffectconsumers1purchaseintention?.EuropeanJournalofMarketing,44(6),pp.35-38.Xin,Z.(2010).Impactofcollegeinstructors,personalcharmontheworkofstudents'administration.Scze?rtceEducation,77(9),pp.25-29.