Online & Offline Media of Selected Microenterprises in The Digital Era Towards an Improved IMC Strategies in Guangdong China
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study explores the integration of online and offline media strategies of selected microenterprises in Guangdong Province, China, aiming to enhance integrated marketing communications (IMC) in the digital era. Through questionnaire-based empirical analysis, the study identifies key elements that influence marketing effectiveness, focusing on online social influence and offline media. The findings show that enhancing customer engagement, improving content quality, and leveraging platform relevance are critical to maximizing online interactions. In addition, integrating digital channels, implementing omnichannel marketing strategies, and optimizing digital footprints are key to improving offline media effectiveness. The study highlights the need for microenterprises to adopt a coherent approach that leverages online and offline channels to create a unified brand experience that drives better market performance. The study highlights the importance of constantly adapting to changing consumer behaviors and preferences to ensure that marketing plans remain relevant and effective. For businesses, the research underscores the urgent need to better leverage digital channels and deepen customer engagement to stay competitive and foster growth in a constantly evolving market. by providing actionable insights, this study provides practical recommendations for microenterprises seeking to optimize their marketing strategies in a rapidly evolving digital environment.
DOI: 10.54097/z749db60
Author: SHAOMIN WU
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4404827431