Study On Typical Modes Of Integrated Marketing Communications In Web3.0 Age

In web3.0 age, users can easily obtain personalized and specific information. The arrival of the mobile Internet is strongly stimulating the enthusiasm of users to participate in the Internet, which means we are entering a users-driven era. In the process of network marketing, target consumers may appear in different locations and switch to different clients at any time. Therefore, their needs and preferences are in dynamic change and previous marketing models are not applicable, which brings about integrated marketing communications becoming the mainstream to direct china’s marketing.Based on web3.0 giving rise to the change of social information environment and consumption pattern, firstly, this essay chose to analyze the main characteristics of integrated marketing communications in web3.0 era and found the boundary of disseminator and receiver becoming illegibility 、 integration of marketing and communications、the effect of marketing communication becoming controllable and measurable.Secondly, this essay discuss three typical operation patterns of integrated marketing communications in web3.0 age. They are based on social media as the leading media integration、RTB AD integration and Meme information integration. Finally,it takes the Coca-Cola bottle as an example, analyzing its practice in the process of IMC so as to provide some good suggestions to help enterprises in our country to implement efficiently integrated marketing communication in web3.0 age.