Multimedia Advertising and Marketing Methods in the Context of Digital Communication

University of Illinois Urbana Champaign, Illinois, the United States

Email: Zhous2@illinois.edu

Abstract

This study uses a longitudinal multi-case study design and the objectives of the study are: 1. to explore the application of digital content marketing (DCM) strategies in the context of digital communication; 2. to identify the communication objectives used in their DCM strategies for social media using luxury car brands as a case study; 3. to assess the engagement (reactions, shares, views) of each brand on social media; 4. to use Facebook as a case study to examine the type of media used for his advertising content (text, links, photos, videos, hashtags). The analysis included identifying marketing communication objectives through media content types, social media content marketing strategies and social media indicators. The research results show that brand awareness, brand personality and brand distinctiveness are the most frequently used goals in multimedia advertising and marketing, which makes the focus of digital content advertising marketing used by brands on social media more visible and recognizable, and humanized features and attitudes are reflected on social media.