The Impact of New Media on Corporate Marketing
Taking Apple Inc. as an Example
- DOI
- 10.2991/978-94-6463-098-5_136How to use a DOI?
- Keywords
- corporate marketing; Apple Inc.; new media; media technology
- Abstract
As a product of new technology, new media has changed the way people communicate information. Compared with traditional media, new media can help enterprises create a brand reputation in a shorter time and establish a large user group. In order to cope with the impact of new media technology, most enterprises have begun to implement new marketing strategies relying on new media technology. This paper, through a method of literature review, analyzes and studies the advantages of new media technology in marketing and analyzes Apple's marketing strategy to provide suggestions for enterprises in new media technology. The paper finds that companies need to change their marketing approach in the new media era, such as creating more creative advertising, hunger marketing, and improving the user experience.
- Copyright
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Xingjian Liu PY - 2022 DA - 2022/12/27 TI - The Impact of New Media on Corporate Marketing BT - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022) PB - Atlantis Press SP - 1210 EP - 1217 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-098-5_136 DO - 10.2991/978-94-6463-098-5_136 ID - Liu2022 ER -