Change, Of New Media Marketing

Due to information technology development and the keen marketing competition, the original mass market has been divided into many niche markets and the mass unified production has yielded to custom-tailored production. The booming niche media and mobile media distract audience attention and bring down the communication effects between the brand advertiser and the consumers. Correspondingly, the Web 2.0 based social media has emerged and rise, attracting the mass audience by its open and interacted participation way and delivered by the audience spontaneously, which become a new main stream media which is powerful in affecting audience. In the author's opinion, social media will become a new and powerful instrument in advertiser marketing communication. Its construction, the way of communication and convergence has changed the thought and core of marketing communication. The marketing process has switched from "communication" to more equal and active "conversation", in which the consumer attitude could be created, modified, strengthened and monitored.Meanwhile, social media expose the interrelation among the consumer individuals, through which the advertiser could find the proper marketing space along the approaches to any "relations" and "convergence", affecting the consumer attitude through "conversation" and rewarding them for their "attitude loyalty" and "action loyalty". Concerning to the custom-tailored service demanded by the niche market, enlightened by the "long-tail theory", the advertiser could provide targeted "added value" and extra service to the different niche preference, to satisfy the common and personal need of the consumers.Based on this understanding, the article aims at how the advertiser planning the communication strategy of social media marketing communication and carrying it on, how to integrate the application of social media to IMC strategy, and trying to discuss about how to evaluate it effect.