Cross-platform Digital Media Integration and Brand Communication Strategy: Insights into New Trends in Marketing Communication from Social Media and AI Personalized Recommendation

Abstract

In the context of an increasingly complex and fragmented digital media environment, brand communication is facing unprecedented challenges and opportunities. This article aims to explore the internal logic and core mechanisms of cross-platform digital media integration and deeply analyze how social media and artificial intelligence personalized recommendation technologies are reshaping the paradigm of brand communication. The research reveals that the new generation of marketing communication presents a hyper-personalized paradigm from extensive reach to precise interaction, a systematic construction from isolated campaigns to integrated content ecosystem, a two-way dialogue from brand one-way monologue to user participation and co-creation, a seamless integration from binary opposition of online and offline to physical-digital experience, and a predictive decision-making from experience-driven to data and algorithm-driven. Based on this, this article constructs an AI-enabled cross-platform integrated brand communication strategy framework, which is based on a data middle platform and integrates content intelligent engine, multi-channel distribution matrix, user interaction and feedback loop, and dynamic optimization module, aiming to provide theoretical guidance and practical paths for enterprises to achieve efficient, precise, and humanistic brand communication in the digital era. Finally, through the analysis of cases such as Nike, ByteDance, and Perfect Diary, the effectiveness of this strategy framework is verified, and the ethical challenges and technological prospects faced by brand communication in the future are also prospected.