The Research On Strategic Digital Communication For Traditonal Brands

Present Shock in the Digital Age makes everything in the world changed rapidly.As defined by Peter Drucker:Winning the young consumer makes good company to great in future.Therefore the digital marketing is one of the most importation issues because the new target audiences,named as the digital natives,are living within a digital life entirely.Therefore,the research on strategic digital marketing communication has magnificent meanings for brand management in this new age.Here I take the viewpoint of digital communication study with the traditional cosmetic companies and brands established 100-year ago.These companies Struggled against drastic competitions in the marketplace,and successfully survived through innovation and transformation.These companies have numerous experiences of interpretating traditional culture into modern young style,and the efforts they made are the best practices for new digital marketing communication.Following the structure of 5W communication theory,this study focuses on the target audience to explore brand communication strategies of Who-to Whom-What to Say-in Which Channel-in What Special Way,and with What Effect as well.All of the subjects are ensuring into 9 chapters.The assumption of the digital communication strategies is “Engaging target digital natives into brand community,to build-up interactive relationship with brand and their consumers”.The important tasks emphasize on communication content,channel and data,while the result is aiming at ROI,which is Return on Influence.