Marketing Strategy in the New Media Era: Communication Model Innovation Based on Consumer Behavior

The rapid development of the internet and digital technologies has ushered in a new era of marketing, characterized by the rise of new media. This study examines the evolution of marketing strategies in this dynamic landscape, focusing on communication model innovation based on consumer behavior. Drawing from extensive literature and recent studies, this research investigates the transformation of marketing communication, shifts in consumer behavior, applications of game theory, and emerging technologies such as blockchain and artificial intelligence in marketing. The findings reveal a significant shift from traditional one-way messaging to interactive, consumer-driven approaches. Social media and influencer marketing have emerged as powerful tools for brand-consumer interactions, while omnichannel and experiential marketing strategies have become essential for creating seamless customer experiences. The application of AI and automation in marketing has enabled unprecedented levels of personalization and real-time decision-making. The paper concludes that marketing in the new media world succeeds when it is interactive, personalized, and ethical, and changes with the increased pace of technology and consumer expectations.