| Summary: | This thesis analyzes digital marketing strategies in the era of social media in China. With the development of information technology, the gradual stabilization of China's economic growth, and the catalysis of the epidemic, advertisers need to achieve breakthroughs through more effective marketing strategies. The rise of social media undoubtedly provides opportunities.
This thesis will focus on the three digital marketing strategies: content marketing, live streaming e-commerce, and trust fission. As a marketing method that has existed since the paper media era, content marketing has been given new meanings in the social media era. In Chapter 2, this article goes back to the history of content marketing and proposes how to design content marketing based on the characteristics of content marketing in the era of social media, as well as case analysis. With the development of 4G technology and the gradual commercialization of 5G, the importance of live broadcasting has become increasingly prominent. This thesis analyzes e-commerce live streaming in Chapter3. Live streaming e-commerce is a recombination of the three elements of traditional BtoC: people, goods, and fields. Meanwhile, live streaming can use various methods to encourage consumers to make purchases during the live streaming, thereby generating a large number of instant transactions. The author points out in Chapter 4 that as centralized public domain net flow becomes increasingly expensive, advertisers urgently need to consider building and operating private domain traffic. Social media's social and media attributes are the natural platform for building private domain traffic pools, and trust fission is the key to building traffic pools and further operations. In Chapter 5, the author pointed out that the widespread influence of social media determines that the use of social media marketing does not need to prioritize the target population but achieves a wide range of influence by evaluating the demands of businesses and increasing the topicality of the advertising. Social media are characterized by the integration of sales and marketing, especially in e-commerce live streaming. The marketing strategy at this stage is decentralized.
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