As science and technology advance quickly, more and more people are using smartphones. The Internet is getting more and more common, and it is becoming more and more integrated into daily life. The demand of consumers is more and more diversified, and the traditional way of publicity can no longer meet the needs of brand promotion. It is a general trend for brands to use new media marketing. Different from traditional media, new media has the characteristics of two-way communication, which can deepen the communication between enterprises and consumers, and help enterprises to understand and meet the various needs of consumers. This article discusses the following topics: New Media and Marketing - The Road to Success in Starbucks Marketing. On this basis, this paper analyzes the new media marketing case of Starbucks and introduces four characteristics of new media marketing, which effectively reduces marketing costs, more accurately determines target groups, attracts consumers' attention more to arouse consumers' purchase desire, and emphasizes the two-way communication between brands and users.