Starting from the background and connotation of the digital era, this book first introduces the concept and theoretical basis of marketing communication, as well as the impact of digital marketing on enterprise management. Subsequently, the application of big data in marketing communication was deeply explored, the current situation of brand marketing in small and medium-sized enterprises was analyzed, and optimization suggestions for brand digital marketing strategies were proposed based on big data. At the same time, from the perspective of integrated marketing communication, this paper discusses the innovative direction of enterprise marketing mode from the digital perspective, and the innovative exploration of enterprise brand marketing strategy under the Internet background. 

In Chapter 3, the integrated marketing communication strategy driven by big data is elaborated in detail. Through combing the theory of integrated marketing communication, this paper analyzes the development status of integrated marketing communication in the context of big data, and puts forward strategic suggestions for enterprise brand integrated marketing communication in the context of the Internet. In addition, from the perspective of integrated marketing communication, an in-depth analysis was conducted on brand marketing activities. 

Chapter 4 focuses on brand building in the digital age. Firstly, the importance and limiting factors of brand building were analyzed, and then the difficulties and strategies of enterprise brand building in the digital marketing era were explored. In the new media ecosystem, how enterprises can effectively shape and disseminate their brands has become a focus of attention. Finally, through case studies, the practical experience of shaping corporate brand image in the digital economy was analyzed. 

In Chapter 5, several typical cases were selected to conduct an in-depth analysis of the practice of integrated marketing communication in the digital era. Through the analysis of Uniqlo's integrated marketing communication research under the background of mobile Internet, the exploration of new category integrated marketing strategy under the perspective of all media communication, and the integrated marketing communication research of red culture in northwest Hubei under the perspective of new media, we hope to provide useful reference and enlightenment for the marketing communication of enterprises in the digital era. 

In the writing process of this book, we strive to combine theory with practice, emphasizing both the systematic and complete nature of theoretical knowledge, as well as the targeted and practical application of practice. I hope that the research in this book can provide useful guidance and assistance for enterprises in marketing communication in the new era, and promote them to achieve better results in fierce market competition.

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