Research on the Optimization of Management Strategies for Integrated Marketing Communication of Enterprises in the New Media Environment

Abstract

With the development of new media in recent years, there have been significant changes in technology, data and the way consumers interact with information; thus, the structure of advertising and promotion by large companies has also changed. Based on the
analysis of the main features and changes in the new media environment and the concept of integrated marketing communication, this paper systematically investigates the problems in the management of corporations at present, such as deep departmental silos, poor data utilization, and superficial relationships with consumers. Three additional areas have also been explored in terms of the reasons for the above
problems: organisational structure and processes; technology and data capabilities; and consumer interaction and relationship management.
Based on the above analysis, this paper proposes the following optimisation measures: constructing an agile and cooperative organisation;
establishing a data-driven decision-making closed-loop system; and integrating content scenarios with community operations. Build an implementation guarantee system for staff qualifications, technology platforms and management institutions. In short, this paper puts forward
that the optimisation of management strategies for corporate integrated marketing communication is, in fact, a system-wide shift from hierarchical control to ecological cooperation, from experience-driven to data-intelligence-driven approaches, and from traffic acquisition to
value co-creation.