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1、TheRoleofSocialMediainModernMarketingStrategiesTheprogressofdigitaltechnologyandInternettechnologyhasledtothecontinuousemergenceofsocialmediaapplications,SocialmediasuchasFacebookxMicroblog、Tiktokandsoon.Socialmediahasgraduallybecomeanimportantchannelforpeopletoobtaininformationandpublishnews.Becaus
2、esocialmediahassignificantchangesdifferentfromtraditionalmediaincreatinginformation,transmittinginformationandfeedbackinformation,socialmediahasalsoledtomajorchangesinmodernmarketing.Socialmediamakesdigitalmarketingthedevelopmenttrendofmodernmarketingstrategy(Breuer,2021).Socialmediacantriggermodern
3、marketingreform,andthefundamentalreasonisthatitallocatesthepowerofinformationreleaseanddisseminationfromprofessionalinstitutionstoindividuals,andeventhephenomenonofwemedia.Sincethen,thereleaseofinformationisnolongerthepowerofnewspapers,broadcastersandtelevisionstations.Everyonecanreleasethenewsaroun
4、dhimandhisownopinionsandcommentsthroughthenewmediaplatform.Theauthorityofnewspapers,broadcastingcompaniesandtelevisionstationshasbeengreatlychallenged,andordinarypeoplearenoIongerjustrecipientsOfinfbrmationandnews(Huang,2010).Forexample,recently,thenewsthatthefinancialproductsofEvergrandegroup,China
5、slargestrealestatedeveloper,deceivedinvestors,andthecompanysexecutivescashedinadvanceinviolationofregulations,spreadrapidlyonthemicroblog,andalargenumberofvictimsreleasedtheactualsituationtheysawonthesceneonthemicroblogintheformofvideosandpictures.Althoughthemicroblogplatformwillcontrolthevalueofpub
6、licopinionandinformationbylimitingtrafficandprohibitingforwarding,wemediastillhasagreatimpact.Anotherreasonwhysocialmediacanleadtochangesinthemarketingfieldisthatsocialmediahasthecharacteristicsofwidecommunicationrange,lowcostandfastcommunicationspeedwiththehelpofinformationtechnologyandInternettech
7、nology(Xin,2010).Becausemobileelectronicdevicesarethemaincarrierofsocialmediasoftware,socialmediauserscangetridofthelimitationsofgeographicallocationandtime,andtheycanobtaininformationonsocialmediaatanytimeandplace.Therefore,socialmediahasawiderspreadthantraditionalmedia.Socialmediafocusesononlinema
8、rketing,whichcanhelpenterprisessaverent,sitelayoutandothercosts,whichmakesmarketingactivitiescheaper.SocialmediarelyontheInternettospreadinformation.Therearefewobstaclestoinformationdisseminationandaccess,andtherearenointermediatelinks.Theinformationdisseminationspeedofsocialmediaisfaster.Inaddition
9、,socialmediacangivetheaudienceaninteractiveimmersionexperience.Inthelivemarketingofsocialmedia,theanchorcaninteractwiththeaudiencebytalkingandansweringquestions,andconsumerscanalsoaskquestionsabouttheirconcerns.Theintroductionandansweroftheanchorcanreduceconsumers*consumptionriskandmakeconsumersfeel
10、moresecure.Atthesametime,thecontentoflivemarketingishighlyentertaining,whichallowsconsumerstorelaxasmuchaspossible,whichiseasiertoarouseconsumers1willingnesstoconsume.Inthecontextofthedigitalage,socialmediahasbroughtthefollowingchangestomarketingstrategies.Firstofall,themarketingstrategyhasenteredth
11、eeraoftrafficistheking,andthemostimportantthingformarketingactivitiesistraffic.Thenumberoffansofsocialaccountsdirectlyaffectstheattentionofmarketingactivitiesandthenumberofpotentialconsumers,whichwillbeanimportantbasisforenterprisesalesgrowth.Second,marketingstrategiesneedtomakefulluseofthepowerofop
12、inionleaders.Opinionleadersmaybeidolsoffansorexpertsinsomefields.Consumersbelievemoreintheirsuggestions,soopinionleadershaveaveryimportantimpactonconsumersconsumptionintention.Third,enterprisesneedtopayattentiontoconsumersfeedbackinliveinteractionandimproveproductsaccordingtotheiropinions.Increaseco
13、nsumersparticipationinproductdesign,sothatconsumershavebecomeavaluableassetforenterprises.Enterprisescanprovideconsumerswithmorepersonalizedproductsbystrengtheningproductdesign,sothatenterpriseswillobtainhigherpricingpowerandincreasetheirincome.Fourth,enterprisesneedtopayattentiontothemarketingmetho
14、doflivebroadcastmarketing,andmarketingactivitiesneedtoincreaseentertainmentandinterest.Becauseonlyinterestingcanattractmoreaudiences.Inaddition,entertainmentandinterestareeasiertostimulateconsumerswillingnesstoconsume,andevenmakeconsumersimpulsiveconsumption.Inastateofimmersion,consumersrelymoreonpe
15、rceptualperceptiontomakeconsumptiondecisions.ReferencesBreuer,C.(2021).Sponsormessageprocessinginlivebroadcasts-Apilotstudyontheroleofgameoutcomeuncertaintyandemotions.Psychology&Marketing,23(5),pp.64-68.Huang,Y.(2010).Consumeranimosity,economichardship,andnormativeinfluence:Howdotheyaffectconsumers1purchaseintention?.EuropeanJournalofMarketing,44(6),pp.35-38.Xin,Z.(2010).Impactofcollegeinstructors,personalcharmontheworkofstudentsadministration.Scze?rtceEducation,77(9),pp.25-29.
