整合数字营销策略研究

Integrating Digital Marketing Strategy

全球技术的变化导致媒体内容与传播方式的变化,传播链中的人、媒体、信息三要素中媒体要素发生了巨变,势必要引起另外两个要素的变化。整合数字营销不再是简单地将广告工具和营销工具跨界搭配,其作用于在利用大数据的精确定位,通过移动智能终端和移动互联网打通线上和线下渠道,并以跨屏互动和多屏融合的传播手段,构造一个立体、有效传播的仪式环境和信息空间。本文提出整合数字营销的大数据策略、移动化策略和仪式感策略,为数字营销的进一步发展提供借鉴。

The changes in the global technology lead to changes in media content and mode of transmission, dissemination chain the media, the three elements of the media elements of information has changed dramatically, is bound to cause a change in the other two elements. Integrated digital marketing is no longer simply cross-- border advertising and marketing tools with tools, and its role in the use of big data in precise positioning, mobile intelligent terminals and mobile Intemet to get through online and offline channels, and cross--screen interaction and multi--screen convergence means of communication, to construct a three-- dimensional, ritual space environment and the effective dissemination of information. This paper presents a large data integrated digital marketing strategy, mobile strategy and ritual sense strategies for the further development of digital marketing for reference.