The Impact of Marketing Channel Changes on Brand Loyalty in the Digital Era

Abstract

With the rapid development of information technology, the wave of digitalization has profoundly changed the marketing landscape. Traditional marketing channels are facing challenges, and emerging digital marketing channels such as search engine marketing, social media marketing, content marketing, email marketing, and short video and live streaming marketing have become an important way for enterprises to build their brands and connect with consumers by virtue of their precise, interactive and efficient features. The purpose of this paper is to discuss the types and characteristics of marketing channels in the digital era, and to analyze the measurements and influencing factors of brand loyalty and its new changes in the context of digitalization. On this basis, it focuses on analyzing the influence mechanism of digital marketing channels on brand loyalty, including enhancing brand awareness, promoting emotional connection, improving purchase convenience and realizing precision marketing. Finally, combining theoretical analysis and practical insights, we put forward strategic suggestions such as optimizing digital marketing channel combinations, strengthening brand-consumer interactions, improving the quality of digital marketing content, and utilizing data-driven marketing decision-making, with a view to providing theoretical references and practical guidance for enterprises to enhance brand loyalty in the digital era.