New Trends in Digital Marketing: Analysis of Personalized Brand Communication and User Interaction Effect - Taking Xiaohongshu Platform as an Example

Macau University of Science and Technology, Macao, China

^* Corresponding author: hexin_bs@163.com

Abstract

In the development of digital marketing, personalized brand communication, and user interaction analysis have become key components of enterprise strategy. Taking the Xiaohongshu platform as the research object, this article deeply explores how brands can use personalized communication strategies to establish emotional connections with users under new trends, thereby improving user participation and loyalty, and ultimately achieving the goal of enhancing brand image and market competitiveness. Firstly, this article analyzes the characteristics of the Xiaohongshu platform and its role in digital marketing. As a platform that integrates social networking and e-commerce, Xiaohongshu provides a unique environment for brands to attract and maintain user attention through high-quality content and precise target positioning. Next, the article discusses in detail the specific implementation methods of personalized communication strategies. This includes utilizing data analysis to understand user needs, creating content related to users’ personal experiences and interests, and enhancing user engagement through interaction and feedback mechanisms. Finally, this article evaluates the impact of these strategies on user loyalty and brand image. Research has shown that effective personalized communication can not only enhance users’ sense of brand identity but also increase their participation in brand activities, thereby gaining an advantage for the brand in a fiercely competitive market. In summary, this article provides profound insights into brand personalized communication strategies under the new trend of digital marketing and practical guidance for enterprises on how to maintain competitiveness in rapidly changing market environments.