User-oriented Theory Of Marketing Communication In We Media Time

Information receiver is always ignored in marketing communication, and there is only consumer in eyes of marketing communication sender, but they are really not the same one. In the interactive condition, receiver of marketing information becomes a crunode of communication process. He can also make and send information of relative product and brand, which changes the traditional situation that organization communication sender completely controls the process of information communication. Under the interactive condition, single separate user gets connected together through interactive media, which makes marketing information communication shows communicating form of mass to mass in interactive communication condition. All the above-mentioned proves that user of marketing information has become active information demander and participator of marketing communication activity. Actively participating user makes interpersonal communication produce bigger effect by the help of interactive media. They participate in produce and sending of information, and they compel the marketing communication tools mastered originally by sender become more worthy of participating and experiencing. Therefore, in future marketing communication activity, organization communication sender must be aware of that they can't apply those traditional methods to studying actively participating user again. Next, except using thinking mode like group and individuality to study user, they should pay more attention to the interactive behaviors between users and between sender and user. Blog will become a favorable collecting media for studying interactive information between users. Mobile phone media is a good media of instant interaction between sender and user. New emerging internet circle (community connection net) is a media for studying interaction of users and drawing on this interaction to market. Finally, integration is still essential thought for marketing communication, but it has changed much from traditional concept of integration. In interactive marketing communication condition, the information chain of marketing communication has changed. In user-oriented communicating chain of marketing information, organization marketing communication sender needs to integrate information the two kinds of information sources including sender and user send to one product or brand at the same time, and behaviors the fragmentizing marketing communication media and user participate, experience and interact as well. The value of future marketing communication will comes from interactive behavior between sender and user and the level of their interaction.