A Study On The Evolution Of Digital Marketing Communication Basing On The Technology-driven Perspective

The development of technology has constantly changed people's way of life,but also driven the transformation of modern marketing communication.In recent years,digital marketing communication has developedquiet fast throughout the world,and it has becomea hot topicin both industry and academic research.Based on the technology-driven perspective,this paper puts forward that Internet technology and a variety of other information technology are the technical foundation of digital marketing communication.At the infrastructure aspect,the Internet has experienced the evolution of PC Internet,mobile Internet and Internet of Things.At the application technology aspect,the Internet can be divided into three era: one-way communication Web1.0,two-way communication Web2.0 and multi-directional communication Web3.0,and the various era of the typical network applications have also changed from the website to the social media to the native App and smart assistant.According to the different period of technical characteristics and representative applications,this paper divides the development of digital marketing communication into four stages: traditional online advertising,social network marketing communication,mobile marketing communication and intelligent marketing communication.The articletries to analyze the marketing communication mode,the form of marketing communication and the characteristics of marketing communication among each stage,and tries to summarize the difference and evolution logic of development among each stage.The development of technology and digital marketing communication follows the rule of individualization and socialization.They are positive forces to help people achieve the free and comprehensive development.Although there are some negative problems in the development of digital marketing communication,we can solve them with the methods from legal system,industry standardto moral constraints.