Research on the Intelligent Transformation Path of Brand Marketing Informationization

Abstract

With the advent of the digital age, brand marketing faces unprecedented opportunities and challenges. Traditional brand marketing informationization models can no longer meet the rapidly changing market demands and the diversity of consumer behaviors. This paper explores the intelligent transformation path of brand marketing informationization, analyzing the challenges faced by current brand marketing informationization in data management, technology application, and organizational structure, while also pointing out the innovative opportunities brought by intelligent technologies. Through the case analysis of the BrandScan system, this paper proposes data-driven precision marketing strategies, intelligent technology application strategies, cross-channel integration strategies, and talent and organizational management strategies for transformation. It also elaborates on the implementation steps of intelligent transformation, including formulating transformation plans, infrastructure construction, data management and application system construction, technology application and business process optimization, and talent and organizational culture building. The research results show that intelligent transformation can significantly improve the efficiency and effectiveness of brand marketing and enhance brand competitiveness. This paper aims to provide theoretical guidance and practical references for the future development of brand marketing informationization, promoting innovation and development in the digital age.