数字化品牌在企业营销策略中的作用

Kateryna Medvedieva
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摘要

随着科技的发展和普及,消费者与品牌的互动多通过线上线下平台的整合,数字品牌的重要性日益凸显。了解当前趋势对品牌建设的起源和影响,可以加强企业在竞争环境中的地位,提高目标受众的品牌知名度和忠诚度,从而刺激销售。数字品牌是任何现代营销策略的重要组成部分,因为它允许品牌在市场上提供全渠道的存在,并与客户建立有意义的联系。通过正确的方法,数字品牌可以帮助企业在竞争对手中突出独特的销售报价,并获得长期的成功。研究的目的是确定企业数字品牌形成和发展的先决条件。本研究采用理论概括、比较分析、综合、图解等方法进行。根据理论方法的分析结果,对数字品牌的产生和发展进行了思考,确定了其形成的主要阶段。揭示了数字品牌在未来发展的趋势和前景。影响力媒体策划的过程以图形方式描述,包括6个阶段:广告活动策划、推广渠道和影响者的识别、消息内容、内容发布、现有广告材料的链接和优化、分析和协调。介绍了定位和再营销的过程。数字品牌的发展是由技术进步、消费者行为的变化和营销行业的演变推动的。自从数字品牌作为电子商务工具出现以来,它已经发展成为一个复杂和多方面的现象,并将继续在营销中发挥至关重要的作用。
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Digital branding in the marketing strategy of enterprises
With the development and spread of techno­logy, digital branding is becoming increasingly important, due to consumers mostly interact with brands through the integration of online and off­line platforms. Understanding the origin and impact of current trends on brand building strengthens the position of enterprises in the com­petitive environment and increases brand aware­ness, loyalty of the target audience and, as a result, stimulate sales. Digital branding is an important component of any modern marketing strategy, as it allows brands to provide an omni­channel presence on the market and establish meaningful connections with customers. With the right approach, digital branding can help businesses highlight a unique sales offer among competitors and achieve long-term success. The aim of the study is to determine the prerequisites for the formation and development of digital branding of the enterprise. The study was con­ducted using the methods of theoretical genera­lization, comparative analysis, synthesis and graphic representation. According to the results of the analysis of theoretical approaches, the emergence and development of digital branding was considered, the main stages of its formation were determined. The current trends and pro­spects for the development of digital branding in the future are revealed. The process of influence media planning is graphically depicted, which includes 6 stages: an advertising campaign plan­ning, the identification of promotion channels and influencers, message content, content publication, linking and optimization of existing advertising material, analysis and coordination. The process of targeting and remarketing is presented. The development of digital branding has been driven by technological advances, changes in consumer behaviour, and the evolution of the marketing industry. Since its inception as an e-commerce tool, digital branding has evolved into a complex and multifaceted phenomenon and will continue to play a crucial role in marketing.
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