The Influence of Mass Media on Brand Sustainable Marketing and

Development

Chengxin Liu

Ulink High School of Suzhou Industrial Park, Suzhou, Jiangsu, 215000, China

Keywords: Mass Media, Brand Marketing, Communication, Data, Marketing Issues.

Abstract: The problems caused by mass media in the process of brand marketing have been widely discussed, but there

are still some shortcomings in the innovation of mass media participating in brand marketing strategy. This

paper analyzes the impact of mass media on sustainable brand marketing and development. The analysis of

this paper shows that mass media marketing has gradually matured, has a lot of positive impact on brand

marketing, and promotes the development of brands to a certain extent. However, there are still some problems

in mass media marketing that need to be improved. For example, user privacy issues involved in big data

analysis and content homogenization problems existing on the Internet, as well as the problem of traditional

marketing being ignored with the development of media marketing, and so on. Based on these problems, this

paper puts forward the following suggestions: vigorously develop talent innovation marketing content and

use some technologies to strengthen user privacy protection.

1 INTRODUCTION

With the rapid development of mass media in recent

years, Liu Wei proposed that "media convergence" is

a new model under the background of diversified

information dissemination (Liu, 2023). People can

view real-time news at any time through a variety of

electronic devices, so mass media has the

characteristics of fast transmission, high efficiency,

and no space restrictions. In this digital era, the brand

has rich prospects for development. Mass media can

inject new vitality into brand development, and

diversified and innovative brand marketing methods.

Studies have shown that mass media brings many

opportunities and challenges to enterprises (Guo,

2023). While it helps enterprises to market, it also has

some drawbacks. This paper will study the influence

of mass media on the sustainable marketing and

development of brands, including good influence and

some problems in the communication process, and

give some suggestions to solve the problems.

2 THE INFLUENCE OF MASS

MEDIA ON THE CHANGE OF

BRAND MARKETING

METHODS

2.1 Changes in Brand Marketing

Methods

In the era of traditional media, that is, in the period

when the development of the Internet is not so

popular, people have a relatively simple means to

receive brand information. For example, when people

go shopping, they will receive leaflets, which are

mostly printed with simple and clear basic

information, photos, and some preferential measures

of some shops, so that they are attractive enough for

customers to consume after receiving the leaflets and

reading them roughly. Another classic marketing tool

is the newspaper. In China, many old people have the

habit of reading newspapers. Households that

subscribe to the newspaper receive a copy every day.

Then some brands will choose to cooperate with the

newspaper to print eye-catching advertisements on a

specific section of the newspaper so that people can

inadvertently get information about the brand when

they read the news. These put more emphasis on

direct branding. However, the cost of printing flyers

Liu, C.

The Inﬂuence of Mass Media on Brand Sustainable Marketing and Development.

DOI: 10.5220/0014111600004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 235-238

ISBN: 978-989-758-791-7

235

and newspapers every day is not a small sum. Many

advertisements are one-off, so the effect is not so

ideal. With the continuous development of modern

science and technology, the era has gradually entered

the digital mode, and the Internet has become the

"surfing" territory of contemporary young people.

Considering the high cost and low efficiency of

traditional marketing, media marketing has come into

the public eye. Nowadays, the traditional marketing

means of star endorsement can no longer be satisfied

with brand marketing, and many brands have begun

to adopt the means of combining online and offline.

Even brands will put more emphasis on online

marketing, building their brand image by opening

official social media accounts, email marketing, and

partnering with influencers. They pursue innovative

marketing strategies, combined with the hot spots that

people pay attention to.

2.2 Characteristics of Mass Media

Communication

Mass media communication has many characteristics,

the first is the wide range of communication. The

object of mass media communication is the public in

society, and it appears around people in various

forms. Take a microblog as an example, every time

people open a microblog, all kinds of advertisements

will pop up, and then people who open micro

microblog, no matter whether men, women, or

children will see these advertisements without

exception. Therefore, the mass media has formed a

wide range of characteristics. Secondly, mass media

spread quickly. The mass media have been able to

spread the news reports of emergencies rapidly

around the world in a short period. Continuing with

Weibo as an example, statistics show that Weibo

users post more than 100 million pieces of content

every day (Cao et al, 2014). The real-time update of

the Internet and this efficient form of communication

will make brand advertising spread much faster than

traditional advertising. At the same time, mass media

has the attribute of high heat and high topic. A topic

burst out on the Internet, followed by tens of

thousands of netizens to discuss. This feature is

conducive to the brand to timely capture the current

consumer attitude and marketing status of the brand,

in a timely change the marketing methods and hot

spots, according to the customer message analysis of

their preferences, to meet customer requirements.

2.3 Mass Media Influence the Form of

Brand Communication

Based on the communication characteristics of mass

media, such as fast communication speed, wide

dissemination, and unrestricted audience, brands

have discovered the benefits of mass media

marketing. Their previous emphasis on endorsement,

offline, and other marketing methods are gradually

changing to online. In 1994, the world's first online

advertisement was born in the United States (Wang,

2023). Since then, mass media has occupied a place

in brand communication strategy. Studies have shown

that email marketing, online public relations

marketing, content marketing, affiliate marketing,

and social media marketing determine consumers'

purchase intention, and social media marketing

affects consumers' purchase intention to the greatest

extent (Shahed, 2024). There are many ways to use

social media marketing, such as partnering with short

video bloggers. According to the video style of

different bloggers, the brand will give a specific plan

to let them insert brand ads in their short video

content. When netizens watch videos, they will find

advertisements of related brands in more than one

short video, and receive advertising information from

the short video after they are familiar with it, to have

some understanding of the brand. Data show that in

2023, there will be 1.224 billion active Internet users

in China, and the advertising revenue of short video

accounts for 45.2%, ranking first compared with other

forms (Zhang, 2024). It can be seen that the form of

short video marketing has significant effects, so it has

also become a mainstream way of mass media

marketing. Many brands will also take advantage of

the fast communication speed of mass media for

event marketing. Take YSL as an example. By

creating topics such as "missing the days when you

did not understand YSL", the brand made netizens

discuss on Weibo, arousing a surge of sharing

screenshots in the circle of friends. This move not

only made more users know about YSL but also

defended its position in the lipstick market (Chen &

Liu, 2024). There are also many successful examples

of mass media marketing, and it can be seen that mass

media has a great positive impact on the form of brand

communication.

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3 PROBLEMS ARISING FROM

MASS MEDIA MARKETING

3.1 Problems Caused by Mass Media

Communication

While mass media brings many positive effects to

brand marketing, it also leads to some problems.

Wang Lijun pointed out in the article that the most

fatal defect of online advertising is some pop-up ads,

most of which are forced and difficult to close,

causing netizens to feel disgusted and disgusted

towards them (Wang, 2023). This approach not only

does not play a positive marketing role but also will

backfire and leave some bad impressions on Internet

users.

Secondly, mass media has the problem of fast

pace and homogenization. The large user base

promotes the rapid dissemination of information,

coupled with the low threshold for creation, which

promotes the production of a large amount of content.

In the seemingly diversified network world, there is

still a large amount of homogenized information,

which makes the efficiency of Internet users to obtain

effective information greatly reduced. Many

advertisements have problems in this aspect. Their

marketing means are single and their content is

similar. While chasing hot spots, they generate a large

number of homogenized comments following the

trend, which makes it difficult for brands to

effectively capture the real feedback of consumers

and greatly affects the further promotion of brand

marketing.

In addition, mass media communication may also

involve the invasion of personal privacy. When the

brand collects customer information for analysis, the

problem of information leakage is inevitable. Once

these problems occur, the brand will lose the trust of

customers and in serious cases will lead to social

instability.

3.2 Common Brand Marketing

Problems

There are also many problems in brand marketing,

starting with the macro issue: whether the challenges

of changing times are properly recognized and

utilized. Under the condition of media integration,

new media and traditional media play different roles.

Brand owners invest a lot of energy in new media, but

ignore the value of traditional media, resulting in the

lack of systematic support for brand marketing and

slow growth. The growth of new media is also a

gradual process. Secondly, brand marketing should

focus on the professional degree of operation and

implementation process. Brand building is a long-

term process, and brand owners need to have a

continuous plan to implement brand marketing. At

present, many brand owners are still attached to

single-event marketing and lack long-term plans,

which will make the growth of the brand lack

continuity, resulting in a short-lived situation. It will

also lead to the early investment not having the

expected effect. Some problems in brand marketing

planning and execution often affect the improvement

of brand value. The first problem is that there is a

deviation in the understanding of mass media

audiences, which leads to unexpected results in brand

creativity. In addition, brand marketing under the

condition of "media convergence" needs to be

supported by a powerful database. At present, most

brand owners lack a database system, so they cannot

use the data to dynamically track the target audience

to the feedback under the condition of new media for

in-depth analysis, to better promote brand marketing.

Finally, the brand lacks independent innovation

ability, that is, the brand lacks high-value creativity

from connotation to external way. In 2025, many

local TV stations launched New Year's Eve parties,

which can see that brand marketing has been deeply

tied to these important annual events. At the same

time, it can be seen that the competition for scarce

resources has entered the white heat, as well as the

unhealthy competition caused by the increasing

investment, which leads to new thinking - to

formulate rules to maintain market order.

4 SUGGESTIONS FOR SOLVING

PROBLEMS

4.1 Innovative Marketing

In the process of the growth of new media, it is

necessary to constantly explore its deep value and

focus on development; At the same time, it is

necessary to analyze the problems existing in the

development of new media and prudently use it for

marketing. Traditional media has a long development

background, a stable core, high controllability in use,

and strong stability, so it still needs to be used. When

making use of new media marketing, brands should

have their database. They should make proper use of

data analysis and combine users' preferences to

accurately push marketing content such as videos and

articles to relevant audiences, and innovate their

The Inﬂuence of Mass Media on Brand Sustainable Marketing and Development

237

advertising content based on current network trends

and real-time hot spots (Hou, 2024). This upgrade

requires a lot of innovative talent, and brands can

develop these people to improve the content

homogenization problem. At the same time, Hu

Chuanbin also proposed in the article that

strengthening cross-departmental collaboration is of

great help to innovative marketing (Quan, 2024). The

Marketing Department keeps abreast of the latest

market information and innovates marketing

strategies by synchronizing data from the IT

department and communicating and coordinating at

regular meetings.

4.2 Adopt Data Protection Technology

If the privacy concerns of customers are not

addressed, it is difficult for brands to obtain data for

analysis, research, and innovation, so the adoption of

data protection technology can alleviate some of the

concerns of customers. Some studies have explained

several data protection technologies: anonymous

protection of data publication, anonymous protection

of social networks, and data watermarking

technology (Feng et al, 2014). Although these

technologies are still in development and

improvement, they are a big breakthrough for

consumer privacy protection. Take data

watermarking technology as an example, it can insert

digital watermarking into the data carrier without

affecting the use of data, and escort the safe use of

data analysis for enterprises. With the vigorous

development and implementation of these

technologies, users can express their opinions and

suggestions on the brand more safely on social

networks, and the brand can also effectively capture

the information and data of users' needs and make

improvements, to promote effective brand marketing.

5 CONCLUSION

In the digital age, the traditional marketing model is

gradually transformed into mass media marketing,

and with the continuous development of technology,

media marketing is becoming increasingly mature.

While not giving up traditional marketing methods,

the combination of new media and traditional media

can effectively help brand marketing. Brands can

analyze their marketing problems, and use big data

and innovative forms to improve and adjust

marketing models promptly, to make brand marketing

more efficient. Mass media has enabled the

development of sustainable marketing for brands, but

it has also created some problems. After further

solving these problems, the brand development will

be at a higher level. It is hoped that these brands can

make good use of the new media innovation of mass

media to achieve long-term brand development.

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