The Impact of Traditional and Digital Media on Brand Marketing Strategies -- A Case Study of the Liuliu Mei Brand

Abstract

With the rise of multiple digital media such as social media and the continued presence of traditional media outlets, brand advertising strategies across multiple mediums have become increasingly diverse. This paper takes Liuliu Mei brand as a research subject to explore its marketing strategies and the resulting marketing outcomes such as user engagement on both traditional and digital media platforms, and briefly analyses the difference between its strategies and their outcomes. Through the use of literature analysis, case study methodology and comparative research, this paper aims to examine the specific strategies adopted by brands for marketing on both media, the results and the reasons for the differences. This paper finds that in traditional media, brands chose TV ads, ladder media, metro media ads and other channels to achieve high exposure and coverage; while in digital media, they chose to differentiate and promote different features of social media to achieve precise targeting and high participation marketing results.