Research On Brand Narrative Of Digital Marketing

With the continuous deepening of the globalization process and the continuous evolution of network technology,the trend of “Made in China” and the “OEM” model which take the production and processing industry chain as the core has gone.The development of “branding” has become the way for enterprises to survive.The fundamental meaning and purpose of brand marketing is to create and maintain high-quality communication between the brand and the target audience,so as to promote perception and help the brand to occupy people's minds.The huge influence of digital technology on people's survival methods and media usage habits has enabled digital marketing not only to win capital and mass preferences but also to become a mainstream method of marketing communication.Therefore,it is necessary and valuable for the brand's shaping and development to thoroughly analyze the nature of digital marketing and mine the mysteries.Based on the brand narrative essence of brand digital marketing,this paper follows the basic analysis framework of story building brand,and uses the theory framework of brand narrative as the basis of the dissertation framework and case analysis,Researches from the narrative construction and spread of digital marketing brand narrative,mainly includes the following research contents:First of all,based on the six elements of story composition,this article combined with case deconstruction of brand digital marketing activities to extract the narrative elements of digital marketing brand narrative.According to Maslow's hierarchy of needs theory and Communication Motivator,the narrative theme that appeals to different target levels and appetite of the target audience is summed up.From the two dimensions of content and theme to clarify,what is the story of digital marketing?Secondly,based on the nature of "narrative" about the events and the state determines the main narrative exchange of digital marketing brand narrative,that is,the speaker and the listener of the story.Thirdly,the principle of maximizing brand voice in digital marketing activities is taken as a benchmark,and the principle of digital marketing brand narrative communication is refined to analyze how to tell a good story.Finally,out of the fundamental purpose that digital marketing affects the cognition and behavior of target audience and then enhances brand equity,taking the five elements of SICAS model of consumer behavior in the mobile Internet age as the frame of reference,this research abstract the digital marketing strategy from the successful cases to further illustrate that How to make a good story.The study found that a brand digital marketing activities to build and spread a "brand value story",showing the brand as the protagonist,through interaction with the target audience to solve the problem in order to achieve their own value,at the same time,pass a certain kind of central thought makes the target audience enlightenment,and then change the process of cognitive and behavior of the target audience.This "brand value story" is different from the general brand story unique in: First,the "Story of Brand Value Realization" belongs to the unique story of "Predetermined Issues",which is echoed by the explicit purpose of brand digital marketing activities.It mainly includes the six major elements of "story background","problem generation","strategy construction","story climax","enlightenment" and "cognition or behavior transformation".Second,the theme of the story is not a microcosm of the brand's worldview,but the resonance of the brand's appeal and the target audience's needs.There are ten main themes: physical and mental health,humane care,security,individual emotion,social love,Maverick,exclusive concessions,face the challenge,curiosity won,self-realization.Third,unlike the general brand story is a well-established story made by the brand,"brand value story" is composed of the brand-related events and status.The translator and recipient of brand information are both the narrator and the narratee of the story,and are the "characters" that actually interact in the story.The narrator has the characteristics of non-constant,including "native narrator" and "derivative narrator" two categories.The narratee has a variety of forms,there are three categories: the target consumer,all kinds of fan community and project respondents.Fourth,in the all-digital era,the essence of saying “Brand Value Realization Story” lies in maximizing brand vocalization through digital marketing activities.To this end,we should do the following four points: Construct "atomic story",Form "brand imprint";Share value,to achieve "the same frequency";Dynamic generation,Create a common pass;Real-time interaction,Real-time control.Fifth,the essence of a good story is to enhance the excitement of the climax of the story.In the practice of digital marketing,it should be based on people's consumption and behavioral trajectories in the era of mobile internet,and targeted and effective strategies should be adopted to touch and involve the target audience.