Applied Research Of Brand Digital Marketing Communication Tools Based On 4R Marketing Theory

As a result of the broad use of digital technology,brand marketing communication efforts have evolved to a new stage.In addition,the evolving marketing communication landscape has created a number of brand-new obstacles for digital marketing communication operations.Big data,cloud computing,artificial intelligence,and other emerging digital technologies are permeating all facets of businesses’ digital marketing communication operations and are being embraced by brands in the form of tools.Using content analysis,in-depth interviews,and case studies,this study investigates the development,application scenarios,and primary roles of digital marketing communication tools as well as the value of brands applying these tools from a marketing viewpoint.Brands have been using digital marketing communication tools for a long time.Under the influence of different marketing communication backgrounds and concepts,the functional needs of brands for tools have also changed.Digital marketing communication tools target the business core of communication content,communication channels and communication optimization.Through the path of digitization,tagging and instrumentalization,digital technology is transformed into a business tool that brands can use directly,and the evolution from a single tool to a whole process operation management tool is realized driven by the changing functional needs of brands.From the functional perspective,brands start from the core business of digital marketing communication and carry out a wide range of tool applications in scenarios such as creative content,advertising communication,social media communication and touchpoint integration to solve various practical problems encountered in different business scenarios with the help of various functions and technical capabilities provided by digital marketing communication tools.By analyzing the functional descriptions of 43 tools and combining 16 brands’ tool application cases,this study provides an in-depth analysis of the business challenges encountered by brands in different application scenarios,the functional support provided by tools and the effects of brands’ actual application of tools.From the value perspective,the brand’s application of digital marketing communication tools is the tactical implementation level of the 4R marketing theory on the ground practice,by improving the accuracy of the relevance,the agility of the response,to promote the continuous evolution of the relationship between the brand and consumers,to achieve multiple returns and the balance of quality and efficiency,to support the brand to better build the 4R marketing theory of relevance,response,relationship and return elements,and from the improvement of operational efficiency and Optimize the operational effect to achieve the overall value of the brand’s digital marketing communication business.