Comprehensive Marketing Communications - The Era Of New Media Marketing Communications, The Domino Change

The Web 2. 0 era has come in the light of rapid developments in network technology. Information communication has been changed dramatically by various new media. Following the media revolution, ways of information processing and life of audience are different. Based on all the changes, Marketing Communication meets challenge.Philip Kotler pointed in the twelfth edition of Marketing Management that the market has changed, and we are facing new behavior, opportunity and challenge because of change of social connection based on great changes. He listed 10 important changes, among which 'Technological Progress' (Information revolution of digitalization) came the first. Then we could find 'Consumer Mighty' and 'customization' . The 3 steps just describe the new trend of Marcom in digital era, which is irreversible like domino.Based on the theoretical background of 'Holistic Marketing' , we try to describe the development of new media in the web 2. 0 era, analyze the media revolution and the change of way of information processing; observe the change of consumer life and raise new method of consumer insight; and discuss the significance and implementation of Holistic Marketing Communication form 4 aspects: 1. holistic target group; 2. create participation motivated communication strategy; 3. the coherence of marketing mix; 4. Precision media atrategy.In the last part, we would summarize the limitation of the thesis.