Digital Economy Era New Media Marketing Analysis of the Existing Problems and Development Path

Abstract

In the digital economy era, enterprises should not rely on traditional business models to achieve great development, but they need to constantly seek reform and innovation and effectively use new media to carry out new marketing integration. New media marketing has become an inevitable choice for all enterprises to carry out marketing activities. In order to better enable enterprises to enjoy the dividend brought by the digital economy, by investigating the current situation of a large number of enterprises' new media marketing, to understand the current new media marketing common platform including social platform and video platform, and then in-depth analysis of the survey data, analyze the current enterprises in the new media marketing still exist problems: form is heavier than content; media technology focuses on deep value innovation; low cost advertising has the opposite effect; precision marketing involves audience privacy. Accordingly explored the development path of new media marketing: adopt the product strategy adapted to new media marketing; integrate various media to realize cross-border marketing and multi-screen Integration; strengthen synergy between online and offline; implement new media knowledge marketing strategy. In order to promote the new media marketing in the digital economy era better development.