Author(s)

Shengdao Shu

Corresponding Author

Shengdao Shu

Abstract

The explosive development of digital technology is reshaping the underlying logic of media and integrated marketing communication. The traditional media's centralized communication model and the one-way marketing communication approach are failing because of user behavior fragmentation and the growing demand for interaction. Digital technology is driving the transformation of media into user-centered, interactive co-creation, and integrated marketing is shifting toward data-driven user relationship management. Therefore, reconfiguring them needs to be promoted in various ways, such as through technological empowerment, ecological synergy, and the integration of content production and business communication. Challenges in the future include data privacy conflicts and algorithm homogenization. The development trend emphasizes the integration of technology, achieving a balance of value, and fostering cross-border collaboration to create a more humane ecosystem of communication.

Keywords

Digital technology; Media paradigm; Integrated marketing communication; Reconstruction of paradigm; Technology integration