New Media and Marketing

Do “new media” change the rules of good marketing or just create new opportunities?

Peifeng Zhang 0909410

Abstract

This paper examines the changes occasioned by new media, specifically in two ways: generating new opportunities and changing the rules of good marketing. It shows that the new media could generate opportunities based on the analysis of the characteristics of new media and relevant examples. Using the theoretical analysis, this author illustrate that the new media could change most rules of the good marketing. Moreover, the author used abundant data make the argument more persuasive.

Key words

E-business, globalization, social changing, creativity, CRM, communication

Introduction

History of media

Since human beings could speak with mouth, the first generation of media based on the memory and speech was started. After a long period of time, during the Industrial Revolution, with the rapid development of technology, people began to have a clear perception of media. In the 1920s, according to the Oxford English Dictionary, people began to use the word “media”. At that time, news paper and magazines, film and radio was invented, which ushered in an era of new development in the history of media. Afterwards, cable television and telephone were invented and widely used around the world. The third generation media, the so called telephone and television, was coming. Now, as people step into the 21st century, the power of technology pushed the media technology to a new level. Telematics is now widely used. People’s life has changed significantly. Also, in this century, media technology is seeing a new development with multimedia and the Internet being at the center of this development. (Gardiner, 2002)

Traditional media

All media were once “new media”. But currently, the media the Internet are classified into old media or traditional media. For instance, cable television, radio, movies and music studios, broadcast, newspapers, magazines, books and...