Research on Enterprise Brand Promotion Innovation in the Digital Age: A Case Study of Aveeno

Abstract

The mobile Internet has changed people's life and consumption habits. Under the background of the digital age, 5G, Internet of things, big data, cloud computing and other digital technologies are changing rapidly, so that the trend of integration of digital and commercial, especially brand promotion is irresistible. The new generation of consumers growing up in the digital environment are constantly rising in their sense of autonomy. They are more pursuing the consumer experience that highlights themselves, is interesting and trendy, is personalized, and has a high cost performance ratio. Only by insight into market changes, reaching target users through all channels, optimizing user experience, and winning users' favor and satisfaction, can enterprises ultimately complete consumption transformation and enhance brand value. This paper taking Aveeno as an example, analyses its brand promotion and innovation strategy under the background of the Internet in the digital era, finds out the problems and puts forward suggestions for improvement, which can be used as reference for other enterprises.