The Impact of New Media on Corporate Marketing

Xingjian Liu ()
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Xingjian Liu: Coe College

A chapter in Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), 2023, pp 1210-1217 from Springer

Abstract: Abstract As a product of new technology, new media has changed the way people communicate information. Compared with traditional media, new media can help enterprises create a brand reputation in a shorter time and establish a large user group. In order to cope with the impact of new media technology, most enterprises have begun to implement new marketing strategies relying on new media technology. This paper, through a method of literature review, analyzes and studies the advantages of new media technology in marketing and analyzes Apple's marketing strategy to provide suggestions for enterprises in new media technology. The paper finds that companies need to change their marketing approach in the new media era, such as creating more creative advertising, hunger marketing, and improving the user experience.

Keywords: corporate marketing; Apple Inc.; new media; media technology (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-098-5_136

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DOI: 10.2991/978-94-6463-098-5_136

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