How Social Media Marketing Strategies Drive Brand Development in the Digital Age?

Abstract

The era of digital marketing has arrived and has grown accordingly. Among the many approaches to digital marketing, different marketing strategies have different factors for success and results. While many scholars focus primarily on measuring the effects of different marketing approaches, this paper focuses on analyzing the factors contributing to the operation and success of different marketing models. There are many digital marketing tools, and this paper selects two of the more used digital marketing tools for analysis and uses case studies to analyze how word-of-mouth marketing and interactive marketing have contributed to the development of brands and what the success factors are to provide more ideas for the development of digital marketing. The structure shows that several factors contribute to the implementation and success of all types of digital marketing, which are closely focused on target customers, digital platforms, marketing content, and methods, as well as on the tracking of data. Today’s rapid development of digital media and technological innovations have also laid a solid foundation for the development of digital marketing.