Research on the Impact of Digital Marketing on the Strategic Positioning of Enterprises

Abstract

Nowadays, with the development of Internet information technology, digital marketing plays an increasingly essential role as a means of marketing, which makes it more and more important to the strategic positioning of enterprises. Studying this topic will enable enterprises to have a clearer plan for their own strategic positioning, thereby promoting economic market development. For the analysis of the problem, this paper first expounds on the difference between digital marketing and traditional marketing in the 4P strategy, shows the advantages of digital marketing from two aspects, and finally lists five dilemmas of businesses in digital marketing. Next, corresponding countermeasures are put forward for the above five dilemmas. At the same time, implementing precision marketing and strengthening integrated marketing are also the main suggestions. Finally, the examples of NetEase Cloud Music, IKEA, Starbucks, and other companies are cited to illustrate some specific digital marketing measures. In conclusion, this paper helps relevant enterprises to understand and pay attention to the importance of digital marketing and also puts forward some measures and suggestions for the development of enterprise digital marketing to provide the impetus for the transformation of enterprise business models and modern industrial patterns, and promote the progress of the marketing industry and the digital economy.