Research On Brand Crossover Marketing Strategy In Digital Erat+

How to let brands to break through borders and barriers,and extend to a broader market? This has always been the top priority of marketing communications.In the digital era,cross-border marketing strategies are increasingly used in brand marketing.Through integration and penetration with partners,they are combined in an "unexpected way" to fully capture the attention of consumers.It is foreseeable that the cross-border trend of brand marketing will intensify in the future.Through the case analysis method,observation method and other research methods,the status of digital brand cross-border marketing is investigated,Anatomy the logic of brand cross-border marketing in the digital era,and proposes optimization strategies for the current problems of brand cross-border marketing.Benefit from the current good economic,technological and cultural environment,especially for the digital trend,there appeared to see more and more types of cross-border strategies,mainly including product cross-border,channel / scene cross-border,IP cross-border,etc.At the same time,it emerged to see a good development of brand cross-border marketing in terms that full bloom in all fields,more and more brands and products integrates in it;attract consumers' attention through the contrast constructed by the novel combination between different brands;online and offline joint efforts to form a marketing closure.In the digital age,the main reason why cross-border marketing strategies are so popular among brand owners and consumers is the emergence of multiple needs of users.one brand cannot meet all of them,so the brand should support to change their minds to meet the multiple needs of consumers through collaborative innovation.In the meantime,brand cross-border marketing is usually accompanied by characteristics such as limited time and limited quantity,this scarcity effect can fully stimulate consumers' desire to buy,which contributes to improving the brands' liquidity.The cross-border thinking of brand marketing mainly manifests in consumer-oriented,breaking industrial boundaries,integrating marketing resources,exerting layered communication effect,and protecting it by adopting digital technology throughout the entire process.Although cross-border marketing can help brands attract tremendous attention,there are also problems such as the blind following,inappropriate partners,irrationalcross-border marketing,excessive hype but poor quality.In response to these problems,this article points out that when implementing a cross-border marketing strategy,you should avoid blindly following the trend and focus on creativity;select the appropriate partners and rationalize the cross-border strategy;moreover,avoid hype and complement each other's strengths to achieve real fusion.