Integrated Marketing Communication Paths Based on the Social Media Ecosystem

Abstract

With the rapid development of social media, it is a current trend that the path of integrated marketing communication needs to be restructured. Based on the perspective of the combined analysis of user profiling, content matrix, channel integration, user interaction and data-driven, this paper constructs the core path model of integrated marketing driven by social media, covering four dimensions: user profiling and demand integration, content matrix and channel collaboration, user interaction and relationship fission, and data feedback and conversion optimization. Through the case analysis of Luckin Coffee, this article systematically analyzes how brands can achieve an integrated closed loop from public domain traffic diversion to private domain accumulation on platforms such as Wechat, Douyin, and Red Note, revealing the significant role of user participation mechanisms and full-chain data-driven strategies in enhancing marketing efficiency. The research finally puts forward optimization suggestions from the aspects of technology and content, emphasizing a new paradigm of integrated marketing centered on users and supported by data. This research provides theoretical references and practical paths for enterprises to enhance brand influence and user conversion capabilities in the era of social media.