A Study On The Origin And Definition Of Digital Marketing Communication Theory

Digital technology has promoted a large number of innovations in marketing communication practices,content and media forms.However,its theoretical research has been blended in marketing,advertising,and marketing communications theories,especially in the digital stage.The threshold of traditional marketing theory is no longer sufficient to reflect the current phenomenon of digital marketing and communication,thus,the research of Digital Marketing Communication(DMC)theory is particularly urgent.Firstly,this paper expounds the evolution history and logic of marketing,advertising and marketing communication theories,which have an important influence on the rise of “DMC".In this way,it has an insight into the relationship between “DMC” and the three theories.Secondly,combining with the digital marketing environment,it points out the adaptability and limitations of the traditional theory in the current environment,so as to find the theoretical and practical basis for the rise of “DMC”.Thirdly,combining with the development history of “DMC” theory,as well as the current scholars' debate over the theoretical interpretation and exploration from multiple perspectives,this paper conducts interviews with seven senior scholars engaged in marketing,communication and advertising research and makes a clear definition for “DMC”.The author believes that “DMC” is the realization of a two-way communication process that is based on technology,supply and demand management between producers and consumers,as well as digital communication tools.It is a circular process around the connection of four dimensions,including information distribution,product efficiency integration,relationship maintenance and marketing upgrading.Finally,this paper has completed the theoretical traceability of DMC and carried on the complete logical elaboration to the definition of “DMC”.With the current complex confusion of research,it clarifies the essence of the development of “DMC”,and provides a reference road sign for developing the future application of "DMC".