Innovation of Enterprise Marketing Strategies in the Digital Age

Abstract

Currently, consumer demands are shifting from large-scale and standardized to personalized and contextualized. Online touchpoints have become the core domain for information acquisition and consumption decision-making for them. Traditional marketing has the shortcomings of one-way communication, lack of precision, and weak interactivity, and these drawbacks are becoming increasingly prominent. Under such circumstances, if an enterprise wants to be in an advantageous position in the fierce competition, it needs to promote systematic innovation in marketing strategies and enhance brand stickiness. Therefore, this article discusses the core logic and practical paths of enterprise marketing strategy innovation, with the aim of providing some inspiration for enterprises to adapt to the digital economy wave and enhance their market competitiveness.