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.

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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  -