The Way Of Brand Marketing In The Social Media Era

In recent years, with the development of information technology, social media whichis supported by Web2.0technology has rapid rise. With its features, such as participation,openness, etc., social media has subverted the mode of transmission and dissemination ofpattern of traditional media, and also attracted a large number of people to participate it.The emergence of social media has a huge impact on people’s lives but also profoundimpact on the marketing environment. More and more enterprises have realized theimportance of social media, and marketing focus has gradually shifted to social media. Butfew of them truly understand how to expand brand awareness through social media. Mostenterprises treat social media as a substitute for traditional media. They didn’t make fulluse of the advantages of social media. In view of this, the purpose of this paper is todiscuss brand marketing strategies and challenges under the background of social media.Based on the breakthrough point that Barack Obama won the election with the help ofsocial media success, This paper will comb the basic theory of social media and presentuse situation, then analyze the social media influence on marketing environment from theconsumer purchase decision, consumer markets, relationships between businesses andconsumers to. Subsequently, on the base of literature and case and compared to thetraditional marketing model, this paper will put forward some brand marketing strategies inthe new situation, mainly in the following aspects: focus on interaction and communication,word of mouth marketing, values marketing. However, social media is not perfect, itspowerful propagation speed and mode of transmission will accelerate the spread ofnegative information and increase the risk of crisis. For this challenge, this paper gives twosuggestions, and hope can provide some reference to the marketing activities of enterprisesin the future.