Instructions for the Business Research Project Option: If the student picks the Business Research Project option, the guidelines below outline the project's expectations: The purpose of this project is to pick a current issue or force affecting businesses, important to many businesses, and to research it. Examples would include globalization, increased focus on diversity of the workforce, greater competition, etc. The research performed should focus on history and background of the issue and how it is affecting businesses today. The remainder of the paper will address the possible trends of the issue [such as increasing globalization or increasing competition] and alternatives business managers have to address the issue. Required Major parts for paper: I. Introduction [What is the topic, why it is important….to whom] II. Review of existing literature [history, background, current company experiences] III. Impact on business [in the past, now, going forward] IV. Going forward [projected trends, pending legislation, likely regulation, political pressures] V. Management options to address likely trends going forward; these could include actions to mitigate risks of the trends or actions to take advantage of the trends VI. Conclusion Topic The issue chosen for research is the role of new media on marketing in 2017 and beyond. The research project will explore available figures to find out if businesses are still spending big on traditional media advertising, including radio, television, and print media. The data will be compared to spending on online advertising over the past half decade. If indeed businesses are changing their advertising strategies, it will be important to show the effectiveness of new media. According to Forbes, people are watching more videos online and thus businesses may have to take note and create not only interesting but also informative content for their consumers. Social media has already been embraced by most corporations as a form of communication to customers. However, the paper will try and see the importance of having an actual social media strategy and the importance of well trained persons to handle these accounts. BUSINESS RESEARCH OUTLINE 2 Business Research Outline I.     Introduction The topic of this research is new media marketing. This is a form of marketing that is anchored on promotion of brands and the sale of products through emerging online channels. New media marketing leverages on the elements of both established and emerging online channels to engage potential and current customers. This channels include display advertising, content marketing and social networking platforms (Calder, Malthouse, & Maslowska, 2016). New media marketing aims at getting the consumer to interact with the brand and engaging them in a way that increases awareness and ultimately product sales. New media marketing has become significantly vital in the digital era and huge a.

1. Instructions for the Business Research Project Option:
If the student picks the Business Research Project option, the
guidelines below outline the project's expectations:
The purpose of this project is to pick a current issue or force
affecting businesses, important to many businesses, and to
research it. Examples would include globalization, increased
focus on diversity of the workforce, greater competition, etc.
The research performed should focus on history and background
of the issue and how it is affecting businesses today.
The remainder of the paper will address the possible trends of
the issue [such as increasing globalization or increasing
competition] and alternatives business managers have to address
the issue.
Required Major parts for paper:
I. Introduction [What is the topic, why it is important….to
whom]
II. Review of existing literature [history, background, current
company experiences]
III. Impact on business [in the past, now, going forward]
IV. Going forward [projected trends, pending legislation,
likely regulation, political pressures]
V. Management options to address likely trends going
forward; these could include actions to mitigate risks of the
trends or actions to take advantage of the trends
VI. Conclusion
Topic
The issue chosen for research is the role of new media on
marketing in 2017 and beyond. The research project will
explore available figures to find out if businesses are still
spending big on traditional media advertising, including radio,
television, and print media. The data will be compared to

2. spending on online advertising over the past half decade. If
indeed businesses are changing their advertising strategies, it
will be important to show the effectiveness of new media.
According to Forbes, people are watching more videos online
and thus businesses may have to take note and create not only
interesting but also informative content for their consumers.
Social media has already been embraced by most corporations
as a form of communication to customers. However, the paper
will try and see the importance of having an actual social media
strategy and the importance of well trained persons to handle
these accounts.
BUSINESS RESEARCH OUTLINE
2
Business Research Outline
I. Introduction
The topic of this research is new media marketing. This is a
form of marketing that is anchored on promotion of brands and
the sale of products through emerging online channels. New
media marketing leverages on the elements of both established

3. and emerging online channels to engage potential and current
customers. This channels include display advertising, content
marketing and social networking platforms (Calder, Malthouse,
& Maslowska, 2016). New media marketing aims at getting the
consumer to interact with the brand and engaging them in a way
that increases awareness and ultimately product sales. New
media marketing has become significantly vital in the digital era
and huge amounts of information online which has resulted in
consumers being empowered. This has made it necessary for
brand marketers to change their approach to marketing in order
to meet the expectations of this empowered consumers.
II. Literature Review
New media marketing originated with the internet and World
Wide Web. The popularity and interactivity of the internet
resulted in new media marketing gaining prominence as a way
of gaining a competitive advantage. The internet gained
popularity as a preferred channel of marketing due to virtually
zero distribution cots, its interactivity as well as personalization
capabilities (Blakeman, 2014). Today, new media enables
marketers to systematically make sense of the characteristics of
their audiences and, ultimately, consumers. Through social
media networks and search engines that can evaluate tens of
billions of advertising impressions each day, advertisers can
now deliver specific, relevant messages to their consumers. This
is further augmented by behavioral profiling that would enable
firms to reach users with specific messages based on their
location, demographics and interests.
III. Impact on business
New media channels enable customers to take a more active role
and to be reached almost everywhere and at any time. At their
advent, new media channels thus posed to threaten long
established business models as well as providing opportunities
for growth through agile and adaptive strategies. Today, new
media marketing and channels have spawned new online
marketplaces that have challenged corporations to adapt or risk
failure. New media channels such as Facebook and Twitter have

4. empowered consumers to play a bigger as market players rather
than passive consumers. Companies are now investing in new
strategic and tactical approaches that are congruent with the
features of new media and their effects on consumers. Going
into the future, new media channels such as recommendation
systems, mobile computing and social networking will continue
to challenge the old behaviors of organizations and consumers.
Mobile channels particularly present exciting opportunities
made real time information exchange an essential element of
consumer behavior due to their portability.
IV. Going forward
Some of the trends that are likely to drive new media marketing
into the future include mobile computing, virtual reality and
artificial intelligence. Artificial intelligence and machine
learning have for instance sped up the process of product
development as markets can now simulate customer response to
a new product. As mobile devices proliferate, there are likely to
be shifts in the way people interact with brands (Keegan &
Green, 2017). Brands will also be in a position to leverage on
consumer behavior in real time to get consumers to purchase
their products. The evolution in technology and consumer
behavior will drive trends in new media marketing going
forward.
Regulators are likely to face challenges in setting legislation to
guide new media marketing activities. However, there are areas
that are of interest to regulators going forward. They include
issues such as those of data protection and privacy. When
organizations collect consumer data on new media platforms
such as media they pose serious questions on privacy. Various
jurisdictions such as the European Union with its “EU General
Data Protection Regulation” have proposed legislation to
protect the privacy of consumers (Keegan & Green, 2017).
Other areas that are likely to attract legislation going forward
include third party endorsements and disclosure of information.
V. Management options to address likely trends going
forward;

5. Management options to address this trends include investments
in big data, analytics and business intelligence (Boland, Thrall,
& Duszak, 2015). This include creating dashboards that track
consumer behavior in real-time so that the organization can
tailor or personalize the customer experience.
Management will also need to incorporate mobile computing
into their strategies. This include creating websites that are
adaptive to the small screen and creating brand content that can
be consumed from the small screen. As content shifts to the
small screen, marketers and organizations will need to invest in
ways of creating a personalized experience with the consumers.
In responding to regulatory challenges posed by new media,
management will need to be more transparent in how they use
customer private information. They will also need to be
transparent on the circumstances on which they retain such data.
Companies will also need to empower the consumer with
options on which data they submit as well which information
should not be stored.
VI. Conclusion
New media marketing is a more effective way of marketing
when compared to traditional marketing. New media channels
enable marketers and organizations to reach a wide audience at
virtually zero distribution costs. New media also enable a two
way communication that engages consumers. This enables
companies to deliver messages in a format that fits with
consumers. However, new media also poses challenges
particularly in data privacy issues. It is vital that organizations
overcome this challenges to benefit from new media.
References
Blakeman, R. (2014). Nontraditional media in marketing and

6. advertising. Los Angeles: Sage.
Boland, G. W., Thrall, J. H., & Duszak, R. (2015). Business
intelligence, data mining, and future trends.),. Journal of the
American College of Radiology, 12(1), 9-11.
Calder, B., Malthouse, E., & Maslowska, E. (2016). Brand
marketing, big data and social innovation as future research
directions for engagement. Journal of Marketing Management,
579-585.
Keegan, W., & Green, M. (2017). Global marketing. Harlow:
Pearson Education Limited.
Verhoef, P., Kooge, E., & Walk, N. (2016). Creating value with
big data analytics: making smarter marketing decisions.
London: Routledge.
Research Project Paper: Prepare an Annotated Bibliography
with a minimum of 4 peer reviewed journal articles.
Unacceptable sources include Wikipedia, Investopedia,
Facebook, Magazine articles, newspaper articles, trade journals,
or other non-academic sources.
Typical acceptable sources include: Journal of Economics,
Journal of Management, Harvard Business Review, the
Economist, etc. If the student is unclear on the meaning of “peer
reviewed” journal articles, he/she should contact the Webster
University library.
The annotated bibliography must follow the following format:
For EACH of the minimum of 4 peer reviewed articles:
Paragraph 1: summarize the article in one 125 to 175-word
paragraph, in your own words; no quoted material.
Paragraph 2: specifically describe how the article is related to
your chosen research topic and state which part of your topical
outline it will fit into in the final paper. This second paragraph
can be done in two or three sentences.