Interactive media marketing has evolved from minimal use before 1980 to becoming a dominant form of advertising today. It began with early developments in two-way communication through TVs and computers in 1994. By 2004, interactive media marketing sales reached $110 billion, far surpassing traditional advertising sales. Currently, the internet allows advertisers to target specific audiences efficiently and track user behavior. Interactive media has also become crucial for companies during economic downturns as it provides a low-cost alternative to traditional marketing. Looking to the future, interactive media marketing is predicted to influence 80% of consumer spending by 2015 as internet usage continues to grow globally.
The document discusses the new digital media ecosystem. It notes that boundaries between content, technology, and business are fading as platforms and algorithms distribute information. Some key aspects of the new ecosystem include:
- Mobile access is increasingly dominant, with many media sites now receiving more traffic from phones than computers.
- Social media has become a major source of traffic and way people share information.
- Information is consumed more as a continuous flow across various platforms rather than discrete products or articles.
- Digital platforms like Facebook and Google are playing a larger role in how information is distributed, challenging traditional media business models.
- Some new "customer media" sites have adapted well by putting users first, using data analytics, and focusing on
The document discusses how social media and social commerce can help businesses transform and leverage organizational effectiveness. It provides an overview of key concepts like social networking sites, instant messaging, customer relationship management, and social commerce. The literature review covers topics like how social media has changed communication and business, the benefits of instant messaging for knowledge sharing and productivity, and the importance of trust and customer engagement for social commerce. The research methodology section describes a study that was conducted in Cyprus to examine how organizations use social media and the most widely used social networking sites. The findings suggest Facebook is the most commonly used, while only 32.1% of organizations surveyed currently use social media as part of their activities.
Were all connected the power of the social media ecosystemStephanieLeBadezet
This document discusses the rise of social media and its impact on marketing. It makes the following key points:
1. Consumers are no longer passive recipients, but are actively engaged in co-creating marketing messages and content through social media platforms.
2. Traditional beliefs about marketing control and one-way communication from companies to consumers are now myths. Social media has empowered consumers to connect, share information, and influence each other.
3. The document analyzes the major social media platforms used for marketing, including Facebook, YouTube, Twitter, and blogs. It also provides traffic statistics on the most popular sites globally.
Are Mass Markets Dead or Merely Sleeping?Sayaka Brand
This document discusses the evolution of markets from mass markets to more fragmented and personalized markets. It argues that mass marketing is no longer effective due to media proliferation, audience fragmentation, and consumer empowerment in the digital age. Marketers now take an integrated marketing communications (IMC) approach, using multiple channels to target specific consumer segments. The document provides examples like Coca-Cola and Absolut vodka campaigns that used personalized marketing approaches through IMC to engage consumers in a more individualized way. While mass markets may be "sleeping," the document concludes that purely mass marketing is no longer viable and personalized, targeted approaches are here to stay.
Extracting Targeted Users from SNS using Data Mining ApproachIJSRD
This document summarizes a research paper that proposes using data mining clustering algorithms on social network data to identify targeted users for internet advertising. Specifically, it involves gathering post and comment data from a Facebook brand page, preprocessing the data by tokenizing, stemming, and removing stop words. Then a clustering algorithm will classify the posts and comments into categories to discover influential users. The goal is to develop a systematic technique to improve marketing strategies and target key users for online advertisements using insights from social network data and data mining.
The document discusses a study on the impact of social media-based marketing on retailer turnover in Polokwane, South Africa. The study tested three hypotheses: 1) that digital marketing increases retailer turnover, 2) that retailers view digital marketing as a viable tool, and 3) that retailers use digital marketing. Through questionnaires, the study found that social media marketing had a positive impact on turnover and that most retailers used social networks and saw it as an effective marketing approach. The study recommends that retailers integrate social media marketing and continue using social networks to strengthen their brands online and impact turnover positively.
Consumer power through information, network, and crowd based platforms.IliaPlatonov
Research Work for Wilkes University MBA 520 Marketing Management.
The research paper answers the following questions.
• What are the positive and negative effects that transpire from consumer power?
• What are the three distinct consumer power sources and how do they each influence the Internet consumer base?
• What forms of consumer power will further develop and increase influence and what does the future of Information Based, Network Based and Crowd Based Consumer Power look like?
Keywords: Consumer power, Internet, Social platforms, Communication, Consumer Relationships
Richard Edelman -- New Media Academic Summit 2010edelmanmarketing
The document discusses the evolution of public relations and media engagement, arguing that PR must now embrace a "third way" of public engagement beyond traditional paid and earned media. This third way involves directly engaging with the public through social media, owned channels, and by creating and distributing compelling content across multiple platforms. It also requires PR professionals to adopt new skills like digital fluency, content creation, and strategic counseling to facilitate two-way dialogue and build relationships with stakeholders.
The document discusses the new digital media ecosystem. It notes that boundaries between content, technology, and business are fading as platforms and algorithms distribute information. Some key aspects of the new ecosystem include:
- Mobile access is increasingly dominant, with many media sites now receiving more traffic from phones than computers.
- Social media has become a major source of traffic and way people share information.
- Information is consumed more as a continuous flow across various platforms rather than discrete products or articles.
- Digital platforms like Facebook and Google are playing a larger role in how information is distributed, challenging traditional media business models.
- Some new "customer media" sites have adapted well by putting users first, using data analytics, and focusing on
The document discusses how social media and social commerce can help businesses transform and leverage organizational effectiveness. It provides an overview of key concepts like social networking sites, instant messaging, customer relationship management, and social commerce. The literature review covers topics like how social media has changed communication and business, the benefits of instant messaging for knowledge sharing and productivity, and the importance of trust and customer engagement for social commerce. The research methodology section describes a study that was conducted in Cyprus to examine how organizations use social media and the most widely used social networking sites. The findings suggest Facebook is the most commonly used, while only 32.1% of organizations surveyed currently use social media as part of their activities.
Were all connected the power of the social media ecosystemStephanieLeBadezet
This document discusses the rise of social media and its impact on marketing. It makes the following key points:
1. Consumers are no longer passive recipients, but are actively engaged in co-creating marketing messages and content through social media platforms.
2. Traditional beliefs about marketing control and one-way communication from companies to consumers are now myths. Social media has empowered consumers to connect, share information, and influence each other.
3. The document analyzes the major social media platforms used for marketing, including Facebook, YouTube, Twitter, and blogs. It also provides traffic statistics on the most popular sites globally.
Are Mass Markets Dead or Merely Sleeping?Sayaka Brand
This document discusses the evolution of markets from mass markets to more fragmented and personalized markets. It argues that mass marketing is no longer effective due to media proliferation, audience fragmentation, and consumer empowerment in the digital age. Marketers now take an integrated marketing communications (IMC) approach, using multiple channels to target specific consumer segments. The document provides examples like Coca-Cola and Absolut vodka campaigns that used personalized marketing approaches through IMC to engage consumers in a more individualized way. While mass markets may be "sleeping," the document concludes that purely mass marketing is no longer viable and personalized, targeted approaches are here to stay.
Extracting Targeted Users from SNS using Data Mining ApproachIJSRD
This document summarizes a research paper that proposes using data mining clustering algorithms on social network data to identify targeted users for internet advertising. Specifically, it involves gathering post and comment data from a Facebook brand page, preprocessing the data by tokenizing, stemming, and removing stop words. Then a clustering algorithm will classify the posts and comments into categories to discover influential users. The goal is to develop a systematic technique to improve marketing strategies and target key users for online advertisements using insights from social network data and data mining.
The document discusses a study on the impact of social media-based marketing on retailer turnover in Polokwane, South Africa. The study tested three hypotheses: 1) that digital marketing increases retailer turnover, 2) that retailers view digital marketing as a viable tool, and 3) that retailers use digital marketing. Through questionnaires, the study found that social media marketing had a positive impact on turnover and that most retailers used social networks and saw it as an effective marketing approach. The study recommends that retailers integrate social media marketing and continue using social networks to strengthen their brands online and impact turnover positively.
Consumer power through information, network, and crowd based platforms.IliaPlatonov
Research Work for Wilkes University MBA 520 Marketing Management.
The research paper answers the following questions.
• What are the positive and negative effects that transpire from consumer power?
• What are the three distinct consumer power sources and how do they each influence the Internet consumer base?
• What forms of consumer power will further develop and increase influence and what does the future of Information Based, Network Based and Crowd Based Consumer Power look like?
Keywords: Consumer power, Internet, Social platforms, Communication, Consumer Relationships
Richard Edelman -- New Media Academic Summit 2010edelmanmarketing
The document discusses the evolution of public relations and media engagement, arguing that PR must now embrace a "third way" of public engagement beyond traditional paid and earned media. This third way involves directly engaging with the public through social media, owned channels, and by creating and distributing compelling content across multiple platforms. It also requires PR professionals to adopt new skills like digital fluency, content creation, and strategic counseling to facilitate two-way dialogue and build relationships with stakeholders.
The document discusses business models and strategies for social and web media. It outlines several objectives: examining reasons for media financial recession; proposing models for sustainable competitive advantage through micropayments, new advertising approaches, and innovative distribution; and exploring new economic strategies like long tail economics, tipping points, crowd-sourcing, and mesh company strategies. The document also reviews relevant literature and outlines an agenda covering topics like the increasing influence of social media and decreasing influence of old media.
Bjmc i, met, unit-iii, media as a commodityRai University
The document discusses how the media and internet have become commercialized, undermining the critical functions of the public sphere. It argues that media and political discourse are now aimed at influencing consumers and voters rather than rational debate. Politicians and issues are marketed like commodities. Advertising promotes consumerism and a consumer identity has become the model for political decision making. While the internet initially provided a space for dissenting voices, it too is becoming commercialized through advertising, paid content, and large companies seeking to influence debate and profit from user data and guidance services. The co-operative origins of the internet are clashing with its growing commercialization.
This document provides a literature review on advertising synergy between television, print, and web media. It discusses how combining multiple communication channels can create greater persuasive effects than individual channels alone. The document reviews concepts of advertising synergy and repetition. It also maps the characteristics of television, print, and web advertising based on prior research, finding they each have strengths for different objectives. The literature suggests synergy across media leads to greater attention, cognitive processing, and more positive thoughts toward advertised products than repetition in a single medium.
Face of Today's Consumer: 2010 Trend ReviewK Anggakara
What drives consumer to go wow nowadays? Business must acknowledge that in 2010, the face of consumer has changed in an extent never seen before!, the presentation offer a view on the consumer trend and how business gel-in to the matter.
The document discusses the history and evolution of new media from the 1940s to present day. It traces key developments such as the first supercomputer in 1940, the rise of email and social media sites like MySpace, Facebook, and Twitter. New media is defined by its interactive and digital nature as well as services like information delivery. The document also examines how political campaigns have used social media platforms like Twitter and how new media has organized and engaged public participation.
A presentation on developing effective websites and social media marketing strategy to the rural sector. Presented at the marketing to the rural sector conference, Auckland NZ in September 2010
This document provides an overview of a thesis submitted by Mary Elizabeth Cronk examining how four Fortune 500 companies utilize social media. The thesis interviewed social media managers at The Coca-Cola Company, AT&T, United Parcel Service, and Georgia Power Company. It found that while the companies see social media as an important marketing tool, executives expressed concerns over whether their social media efforts significantly increase sales. The thesis is dedicated to Cronk's father and acknowledges the assistance of her advisor and readers.
Composition of online marketing communication channels Dr. Raghavendra GS
This document discusses the composition and evolution of online marketing communication channels. It analyzes how new online channels like social media have enabled both marketers and critics to directly reach audiences. The document proposes expanding Rogers' diffusion of innovations theory to analyze how these channels spread. It identifies four key infrastructures that enable the diffusion of online communication channels: core/technological infrastructure, competitive/business infrastructure, political/regulatory infrastructure, and social infrastructure. Understanding how these infrastructures interact can help marketers better manage integrated marketing communications in this evolving online landscape.
Social Media - Communal and consumption perspectivesMichael Ling
This document provides a literature review on communal and consumption perspectives of social media. It discusses several marketing perspectives including traditional marketing, relationship marketing, and tribal marketing. It explores characteristics of online consumers and how they satisfy social and psychological needs through social media. The review examines perspectives that consumers are both individualistic and seek social links through consumption. It also discusses how social capital and information flow theories are relevant to understanding social media use.
Web Intelligence For Small and Medium Enterprisesmicky83
Web Intelligence for Small and Medium Enterprises - Social Media Marketing Tools and Techniques for Small and Medium Enterprises
(European Project TRI-ICT)
In this presentation we'll see how small and medium enterpises can use Social Media in order to improve their business and their image.
[FINAL] The Effects of Digital Marketing on the Advertising IndustryAndy Baker
This document provides a history of digital marketing and discusses trends for 2014. It begins with a overview of the origins of advertising in print media in the late 19th century and the emergence of digital advertising in the 1990s with banner ads and search engines like Yahoo and Google. In 2014, the document predicts that mobile search and social media marketing will be important, with an emphasis on video, custom content, and social sharing buttons to drive engagement. The integration of digital and traditional media is also highlighted as an effective marketing strategy.
It can be said that media and entertainment companies are primarily focused on creativity, not security. But as with every other enterprise, creative companies are under attack by increasingly sophisticated criminal organizations that are constantly on the prowl to find and exploit vulnerabilities in any organization’s security posture.
Deliberately Disruptive: Lessons from Atlantic Media Company's Digital DirectionMalcolm Netburn
When the Atlantic Media Company began to reconstruct itself for the digital age, the commitment was made to become "disruptive, open-minded and bold." This fundamental shift in values and strategy later resulted in the creation of Quartz, its all-digital news venture. In this Forward Report, I describe 10 vital developments pointed out by Justin B. Smith, president of the Atlantic Media Company, and why these industry shifts must be leveraged for success.
The document discusses the digital divide, which refers to the gap between individuals and groups who have access to digital technologies like broadband internet, and those who do not. It poses the digital divide as a major marketing challenge for organizations. Specifically:
1) Many Americans, especially in rural areas, still lack broadband access, which limits their ability to participate in online marketing research and activities. This skews marketing data and limits innovation.
2) While broadband infrastructure has expanded, adoption rates in the U.S. still lag behind other developed countries. This hinders economic growth and new product development.
3) Closing the digital divide requires a collaborative effort between government, companies, and non-profits to expand
The phrase "people-based marketing" is recent, coined only four years ago. But its goal of reaching the right consumer with the right offer, because you understand that person, goes way, way back. This timeline shows the evolution of people-based advertising from its origins in one-to-one marketing, to the present day.
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)WSI (Cyprus)
You keep hearing about social media and how it's spreading like wildfire. But as a business
person with a crazy schedule - saddled with the added stress of rocky economic times and a
shrinking marketing budget - you need to know: Is there any real business value to social media,
or is it mostly buzz? And if there's value, how on earth will I have time to learn it and use it
effectively?
Laura rogan individual assignment - what is ethical internet marketingVeronika Tarnovskaya
This document discusses the concept of ethical internet marketing. It begins by introducing the topic and noting that as the internet has developed as a marketing tool, new ethical issues have emerged without clear guidelines. The document then provides definitions for ethical marketing generally and differentiates between "online" and "offline" marketing. It examines similarities and differences in ethical issues between the two, finding that while some issues are the same, online marketing can exacerbate issues of transparency, consumer vulnerability, and data collection/security due to greater anonymity and lack of regulation online. The document argues marketers must increase self-regulation to reduce the growing "gap" between their practices and consumer expectations in order to maintain trust in internet commerce.
The below slide show is a compendium to The Big Thaw. We pulled out the most thought-provoking information and implications for independent media, including:
* The four overarching questions that media orgs/journalists need to address in order to thrive in coming years.
* A breakdown of current industry changes, future realities and their implications for independent media.
* Graphs of journalism's old and new value chain.
* Four key recommendations for independent media outlets to explore as they plan for the future.
IDS403 society and technology final project part two_daria smith giraudDaria Smith Giraud
Social media originated from 1970s bulletin board systems and evolved through early platforms like Six Degrees in the 1990s. It is now a paradigm-shifting medium that impacts over 1.8 billion people or 15% of the global population connected to the internet. Social media transforms generations by shifting human evolution toward integrated platforms and networks, defining social norms and practices. It has integrated into online culture and shifted the cultural landscape, impacting various sectors of society through its four lenses of analysis.
This document discusses advertising in the age of new media. It describes how digital technologies have transformed advertising from traditional message delivery through media channels to complex networks and algorithms designed to connect people with products. Specifically, it notes that corporate media planning will increasingly resemble business logistics rather than simple ad placement. It also warns that marketers who do not invest in data analysis and digital integration may find themselves at a disadvantage compared to those who embrace these new techniques.
Measuring the impact of social media marketing campaign.docxbala krishna
The document discusses a study on measuring the impact of social media marketing campaigns. It begins with an introduction on social media and its importance in marketing. The objectives of the study are to understand perceptions and awareness of social media marketing among respondents in Hyderabad, India. The scope covers how companies use social media platforms and data analytics to track marketing campaigns. The methodology section describes the descriptive research design used, including primary and secondary data collection and analysis of a sample of 100 industrialists in Hyderabad.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
This document provides an overview of a research paper on the impact of internet advertising on consumer buying behavior towards mobile phones. The paper includes 10 chapters that discuss topics such as the concept of online advertising, the growth of internet and mobile phone users in India, the objectives and scope of the research, a literature review on related topics, the research methodology, data analysis and findings, a SWOT analysis, challenges faced by the online advertising industry in India, and conclusions and recommendations. The research aims to study the effectiveness, reliability and relationship between internet advertising and purchase decisions for mobile phones. A survey was conducted of 100 respondents to collect primary data on their experiences with internet advertising.
The document discusses business models and strategies for social and web media. It outlines several objectives: examining reasons for media financial recession; proposing models for sustainable competitive advantage through micropayments, new advertising approaches, and innovative distribution; and exploring new economic strategies like long tail economics, tipping points, crowd-sourcing, and mesh company strategies. The document also reviews relevant literature and outlines an agenda covering topics like the increasing influence of social media and decreasing influence of old media.
Bjmc i, met, unit-iii, media as a commodityRai University
The document discusses how the media and internet have become commercialized, undermining the critical functions of the public sphere. It argues that media and political discourse are now aimed at influencing consumers and voters rather than rational debate. Politicians and issues are marketed like commodities. Advertising promotes consumerism and a consumer identity has become the model for political decision making. While the internet initially provided a space for dissenting voices, it too is becoming commercialized through advertising, paid content, and large companies seeking to influence debate and profit from user data and guidance services. The co-operative origins of the internet are clashing with its growing commercialization.
This document provides a literature review on advertising synergy between television, print, and web media. It discusses how combining multiple communication channels can create greater persuasive effects than individual channels alone. The document reviews concepts of advertising synergy and repetition. It also maps the characteristics of television, print, and web advertising based on prior research, finding they each have strengths for different objectives. The literature suggests synergy across media leads to greater attention, cognitive processing, and more positive thoughts toward advertised products than repetition in a single medium.
Face of Today's Consumer: 2010 Trend ReviewK Anggakara
What drives consumer to go wow nowadays? Business must acknowledge that in 2010, the face of consumer has changed in an extent never seen before!, the presentation offer a view on the consumer trend and how business gel-in to the matter.
The document discusses the history and evolution of new media from the 1940s to present day. It traces key developments such as the first supercomputer in 1940, the rise of email and social media sites like MySpace, Facebook, and Twitter. New media is defined by its interactive and digital nature as well as services like information delivery. The document also examines how political campaigns have used social media platforms like Twitter and how new media has organized and engaged public participation.
A presentation on developing effective websites and social media marketing strategy to the rural sector. Presented at the marketing to the rural sector conference, Auckland NZ in September 2010
This document provides an overview of a thesis submitted by Mary Elizabeth Cronk examining how four Fortune 500 companies utilize social media. The thesis interviewed social media managers at The Coca-Cola Company, AT&T, United Parcel Service, and Georgia Power Company. It found that while the companies see social media as an important marketing tool, executives expressed concerns over whether their social media efforts significantly increase sales. The thesis is dedicated to Cronk's father and acknowledges the assistance of her advisor and readers.
Composition of online marketing communication channels Dr. Raghavendra GS
This document discusses the composition and evolution of online marketing communication channels. It analyzes how new online channels like social media have enabled both marketers and critics to directly reach audiences. The document proposes expanding Rogers' diffusion of innovations theory to analyze how these channels spread. It identifies four key infrastructures that enable the diffusion of online communication channels: core/technological infrastructure, competitive/business infrastructure, political/regulatory infrastructure, and social infrastructure. Understanding how these infrastructures interact can help marketers better manage integrated marketing communications in this evolving online landscape.
Social Media - Communal and consumption perspectivesMichael Ling
This document provides a literature review on communal and consumption perspectives of social media. It discusses several marketing perspectives including traditional marketing, relationship marketing, and tribal marketing. It explores characteristics of online consumers and how they satisfy social and psychological needs through social media. The review examines perspectives that consumers are both individualistic and seek social links through consumption. It also discusses how social capital and information flow theories are relevant to understanding social media use.
Web Intelligence For Small and Medium Enterprisesmicky83
Web Intelligence for Small and Medium Enterprises - Social Media Marketing Tools and Techniques for Small and Medium Enterprises
(European Project TRI-ICT)
In this presentation we'll see how small and medium enterpises can use Social Media in order to improve their business and their image.
[FINAL] The Effects of Digital Marketing on the Advertising IndustryAndy Baker
This document provides a history of digital marketing and discusses trends for 2014. It begins with a overview of the origins of advertising in print media in the late 19th century and the emergence of digital advertising in the 1990s with banner ads and search engines like Yahoo and Google. In 2014, the document predicts that mobile search and social media marketing will be important, with an emphasis on video, custom content, and social sharing buttons to drive engagement. The integration of digital and traditional media is also highlighted as an effective marketing strategy.
It can be said that media and entertainment companies are primarily focused on creativity, not security. But as with every other enterprise, creative companies are under attack by increasingly sophisticated criminal organizations that are constantly on the prowl to find and exploit vulnerabilities in any organization’s security posture.
Deliberately Disruptive: Lessons from Atlantic Media Company's Digital DirectionMalcolm Netburn
When the Atlantic Media Company began to reconstruct itself for the digital age, the commitment was made to become "disruptive, open-minded and bold." This fundamental shift in values and strategy later resulted in the creation of Quartz, its all-digital news venture. In this Forward Report, I describe 10 vital developments pointed out by Justin B. Smith, president of the Atlantic Media Company, and why these industry shifts must be leveraged for success.
The document discusses the digital divide, which refers to the gap between individuals and groups who have access to digital technologies like broadband internet, and those who do not. It poses the digital divide as a major marketing challenge for organizations. Specifically:
1) Many Americans, especially in rural areas, still lack broadband access, which limits their ability to participate in online marketing research and activities. This skews marketing data and limits innovation.
2) While broadband infrastructure has expanded, adoption rates in the U.S. still lag behind other developed countries. This hinders economic growth and new product development.
3) Closing the digital divide requires a collaborative effort between government, companies, and non-profits to expand
The phrase "people-based marketing" is recent, coined only four years ago. But its goal of reaching the right consumer with the right offer, because you understand that person, goes way, way back. This timeline shows the evolution of people-based advertising from its origins in one-to-one marketing, to the present day.
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)WSI (Cyprus)
You keep hearing about social media and how it's spreading like wildfire. But as a business
person with a crazy schedule - saddled with the added stress of rocky economic times and a
shrinking marketing budget - you need to know: Is there any real business value to social media,
or is it mostly buzz? And if there's value, how on earth will I have time to learn it and use it
effectively?
Laura rogan individual assignment - what is ethical internet marketingVeronika Tarnovskaya
This document discusses the concept of ethical internet marketing. It begins by introducing the topic and noting that as the internet has developed as a marketing tool, new ethical issues have emerged without clear guidelines. The document then provides definitions for ethical marketing generally and differentiates between "online" and "offline" marketing. It examines similarities and differences in ethical issues between the two, finding that while some issues are the same, online marketing can exacerbate issues of transparency, consumer vulnerability, and data collection/security due to greater anonymity and lack of regulation online. The document argues marketers must increase self-regulation to reduce the growing "gap" between their practices and consumer expectations in order to maintain trust in internet commerce.
The below slide show is a compendium to The Big Thaw. We pulled out the most thought-provoking information and implications for independent media, including:
* The four overarching questions that media orgs/journalists need to address in order to thrive in coming years.
* A breakdown of current industry changes, future realities and their implications for independent media.
* Graphs of journalism's old and new value chain.
* Four key recommendations for independent media outlets to explore as they plan for the future.
IDS403 society and technology final project part two_daria smith giraudDaria Smith Giraud
Social media originated from 1970s bulletin board systems and evolved through early platforms like Six Degrees in the 1990s. It is now a paradigm-shifting medium that impacts over 1.8 billion people or 15% of the global population connected to the internet. Social media transforms generations by shifting human evolution toward integrated platforms and networks, defining social norms and practices. It has integrated into online culture and shifted the cultural landscape, impacting various sectors of society through its four lenses of analysis.
This document discusses advertising in the age of new media. It describes how digital technologies have transformed advertising from traditional message delivery through media channels to complex networks and algorithms designed to connect people with products. Specifically, it notes that corporate media planning will increasingly resemble business logistics rather than simple ad placement. It also warns that marketers who do not invest in data analysis and digital integration may find themselves at a disadvantage compared to those who embrace these new techniques.
Measuring the impact of social media marketing campaign.docxbala krishna
The document discusses a study on measuring the impact of social media marketing campaigns. It begins with an introduction on social media and its importance in marketing. The objectives of the study are to understand perceptions and awareness of social media marketing among respondents in Hyderabad, India. The scope covers how companies use social media platforms and data analytics to track marketing campaigns. The methodology section describes the descriptive research design used, including primary and secondary data collection and analysis of a sample of 100 industrialists in Hyderabad.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
This document provides an overview of a research paper on the impact of internet advertising on consumer buying behavior towards mobile phones. The paper includes 10 chapters that discuss topics such as the concept of online advertising, the growth of internet and mobile phone users in India, the objectives and scope of the research, a literature review on related topics, the research methodology, data analysis and findings, a SWOT analysis, challenges faced by the online advertising industry in India, and conclusions and recommendations. The research aims to study the effectiveness, reliability and relationship between internet advertising and purchase decisions for mobile phones. A survey was conducted of 100 respondents to collect primary data on their experiences with internet advertising.
The document is a major project essay that analyzes whether the decline of mass media will lead to a shift from brand building through advertising to public relations based on conversation and relationships. It first evaluates evidence around the decline of mass media and advertising, finding that while mass media is changing with new online formats, there is no clear evidence it is declining. It then examines how advertising has adapted to the online environment through targeted and social ads. While advertising has grown online, consumers now have more control over ads and word-of-mouth is important for brands. The essay concludes that brands are focusing on engaging consumers through social media to develop relationships and conversations in order to build their brands.
The document discusses an integrated marketing communications plan for Glamz Boutique, a women's clothing store. The plan involves using various promotional tools in a coordinated way to communicate the store's message and achieve its objectives. Specifically, the plan includes increasing brand awareness through advertising, social media marketing, and public relations efforts. It also aims to boost sales and generate new customers through promotions, events, and loyalty programs. The integrated approach across multiple channels is intended to reinforce the brand's message and maximize promotional impact.
The document discusses internet advertising as a media. It defines internet as a global network connecting millions of computers worldwide. It then discusses internet advertising in detail, including its types, importance, features, advantages like low cost and ability to update ads easily, and disadvantages like limited market scope. The document concludes that internet advertising provides a global audience and interactive marketing through instant responses.
Journal of Economics and Business Research, ISSN 2068 - 35.docxtawnyataylor528
Journal of Economics and Business Research,
ISSN: 2068 - 3537, E – ISSN (online) 2069 – 9476, ISSN – L = 2068 – 3537
Year XX, No. 2, 2014, pp. 155-164
Social Media Marketing to Increase Brand Awareness
M. Bîja, R. Balaş
Monica Bîja
Faculty of Economics
"Aurel Vlaicu" University of Arad, Romania
Raluca Balaş
Economic College, Arad
Abstract
Social networks are becoming more and more
widespread and they are literally conquering the World
Wide Web. Facebook has managed to arrive even in poor
and remote territories which apparently have nothing to
do with our always on the move modern world.
However, only on the African continent there are more
than 100 million active Facebook users who represent
50% of the African population having access to Internet.
Thus, it would be huge marketing mistake for businesses
not to take into consideration this opportunity to get in
touch with prospective customers (Neti, 2011). Social
media is hot and has turned into a “must” for businesses
looking for brand awareness. Therefore, the techniques
used to attract customers by means of social networks
have gained quite a high degree of sophistry (Neti,
2011). In an age in which the average internet user
accesses his/her social network account at least fourteen
times a day, companies cannot afford to be absent from
this medium. The aim of the present paper is to present
the concept and characteristics of social media and how
it can be used in order to increase brand awareness.
M. Bîja, R. Balaş
8
Keywords: social media marketing, social networks,
social media strategies, brand awareness.
Introduction
Kietzmann J.H. (2001) explains that consumers used the Internet
for its content: they read it, they watched it, and they used it in order to
purchase various products and services. Nowadays, more and more
consumers are utilizing content sharing sites, blogs, social networking
and wikis - to create, modify, share and discuss Internet content. This
represents the social media phenomenon, which can have an enormous
impact on a business’ reputation, sales and why not on its survival in an
environment getting fiercer and fiercer as days pass by.
The Social Media Marketing is not such a new phenomenon as
many might be tempted to believe. It did not begin yesterday or the day
before yesterday. It is actually more than ten years old. The entire
phenomenon began with the launch of LinkedIn in 2003. But since this
is a network targeted mainly to businesses its popularity is much lower
than that of the social networks dedicated to the public at large
(Pradiptarini, 2011).
LinkedIn was soon followed by MySpace and Facebook in 2004.
The hysteria of sharing pictures, videos and thoughts on line was
augmented by the launch of YouTube in 2005 and of Twitter in 2006
(Pradiptarini, 2011). These are the main players on the market. They are
doubled by some mi ...
This document summarizes a research paper that examined the role of social media marketing platforms in fostering effective marketing communication in Tanzania's telecommunications industry, using Vodacom as a case study. The study found that customers' attitude and skills in using social media had a strong positive influence on the effectiveness of marketing communication, while awareness had a smaller influence. The findings suggest telecommunications companies should focus on improving customers' skills and attitudes regarding social media to maximize the benefits of marketing efforts and avoid costly failures in communication.
Instructions for the Business Research Project OptionIf the stu.docxnormanibarber20063
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.
Digital marketing is the marketing of products or services using digital technologies like the internet, mobile apps, and other digital mediums. It began developing in the 1970s and became more widely used in the 1990s as technology advanced. Some key aspects of digital marketing include using platforms like social media to engage customers, gather data on customer behavior to gain a competitive advantage, and targeting ads to individual users based on their online activity and interests. Digital tools have made promotional strategies more personalized and data-driven.
Rx for Ad Agencies Suffering From Direct, Digital and Social Media Confusion...Clive Maclean
The opportunity is clear. Forget about continuing to structure your agency in silos like brand, direct, digital and social marketing, and start to think about People2People marketing.
If you can integrate your marketing efforts and succeed in motivating customers not only to interact with you, but to share their personal networks with you, you will have created a powerful channel for your brand in the marketplace.
Digital Marketing and "Virtual Touch" TechnologyCharmian Solter
The reach and effectiveness of digital marketing caused a decline in the usage of traditional marketing channels, including face-to-face interaction, paving the way for “virtual touch,” social media platforms, video marketing, and real-time chat applications to address consumer demand for authenticity and engagement in today’s digital marketplace.
The document reviews literature related to web advertising. It discusses 20 sources including research papers and articles. Some of the key topics covered include:
- Internet as a marketing tool and how it has changed sales and marketing strategies.
- A comparison of traditional advertising vs internet marketing in terms of format, timing, and objectives.
- Factors that influence online advertising recall and recognition.
- Trends in online advertising spending globally and in India.
- A proposed interactive model of how users perceive and process online ads.
This document discusses the evolution of online advertising and marketing strategies. It provides background on how online advertising developed from early banner ads in the 1990s to today's diverse online marketing approaches. Key points discussed include:
- Online advertising started with banner ads but has expanded to include paid search results, social media marketing, and integrating online and offline advertising strategies.
- Technologies like tracking IP addresses allow online platforms to learn more about users than traditional media, enabling targeted advertising.
- Successful companies now take a customer-centric approach, using social media to engage customers and build long-term relationships rather than just focusing on transactions.
- Modern marketing recognizes that customers are in control, so strategies must start by understanding customer
A highly practical guide to every aspect of internet marketing.
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The document provides an overview of internet marketing and discusses:
1) It defines internet marketing and discusses common strategies like search engine marketing, display advertising, email marketing, and social media marketing.
2) It outlines the history and evolution of internet technology and how it has revolutionized business practices.
3) It discusses advantages of internet marketing like low costs, global reach, and ability to target audiences based on behaviors.
1. Marketing has evolved significantly over centuries as technologies and societies have advanced. Early marketing involved local merchants advertising goods at town markets. The Industrial Revolution allowed mass production and transportation of goods, shifting marketing to a more national scale through posters and billboards.
2. The 20th century brought major changes to marketing with new channels like radio, television, telephone and the internet. Companies adopted strategies to differentiate products and target customer demographics. Digital technologies transformed marketing in the late 1990s with the rise of websites, search engines, e-commerce, and online/mobile advertising.
3. Traditional marketing methods include print ads, television/radio commercials, direct mail, and telemarketing. Digital marketing emerged in the 1990
Brands and engaging in the art of conversation finalhessiej.com
The document discusses the evolution of social media and its impact on marketing. It notes that with the rise of Web 2.0, consumers now have more control over media consumption and are participating in conversations rather than just passively receiving information. This has required brands to adapt their marketing strategies to focus more on engagement over interruption and to join conversations rather than just push messages. The document provides statistics on social media usage and outlines how Isobar can help brands navigate the complex social media landscape.
Similar to Senior Project Research Paper: Interactive Media Marketing (20)
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
Chapter wise All Notes of First year Basic Civil Engineering.pptxDenish Jangid
Chapter wise All Notes of First year Basic Civil Engineering
Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
Buildings: Selection of site for Buildings, Layout of Building Plan, Types of buildings, Plinth area, carpet area, floor space index, Introduction to building byelaws, concept of sun light & ventilation. Components of Buildings & their functions, Basic concept of R.C.C., Introduction to types of foundation
Chapter 5
Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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Main Java[All of the Base Concepts}.docxadhitya5119
This is part 1 of my Java Learning Journey. This Contains Custom methods, classes, constructors, packages, multithreading , try- catch block, finally block and more.
How to Fix the Import Error in the Odoo 17Celine George
An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
Leveraging Generative AI to Drive Nonprofit InnovationTechSoup
In this webinar, participants learned how to utilize Generative AI to streamline operations and elevate member engagement. Amazon Web Service experts provided a customer specific use cases and dived into low/no-code tools that are quick and easy to deploy through Amazon Web Service (AWS.)
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar Kanvaria
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
Reimagining Your Library Space: How to Increase the Vibes in Your Library No ...Diana Rendina
Librarians are leading the way in creating future-ready citizens – now we need to update our spaces to match. In this session, attendees will get inspiration for transforming their library spaces. You’ll learn how to survey students and patrons, create a focus group, and use design thinking to brainstorm ideas for your space. We’ll discuss budget friendly ways to change your space as well as how to find funding. No matter where you’re at, you’ll find ideas for reimagining your space in this session.
This document provides an overview of wound healing, its functions, stages, mechanisms, factors affecting it, and complications.
A wound is a break in the integrity of the skin or tissues, which may be associated with disruption of the structure and function.
Healing is the body’s response to injury in an attempt to restore normal structure and functions.
Healing can occur in two ways: Regeneration and Repair
There are 4 phases of wound healing: hemostasis, inflammation, proliferation, and remodeling. This document also describes the mechanism of wound healing. Factors that affect healing include infection, uncontrolled diabetes, poor nutrition, age, anemia, the presence of foreign bodies, etc.
Complications of wound healing like infection, hyperpigmentation of scar, contractures, and keloid formation.
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPRAHUL
This Dissertation explores the particular circumstances of Mirzapur, a region located in the
core of India. Mirzapur, with its varied terrains and abundant biodiversity, offers an optimal
environment for investigating the changes in vegetation cover dynamics. Our study utilizes
advanced technologies such as GIS (Geographic Information Systems) and Remote sensing to
analyze the transformations that have taken place over the course of a decade.
The complex relationship between human activities and the environment has been the focus
of extensive research and worry. As the global community grapples with swift urbanization,
population expansion, and economic progress, the effects on natural ecosystems are becoming
more evident. A crucial element of this impact is the alteration of vegetation cover, which plays a
significant role in maintaining the ecological equilibrium of our planet.Land serves as the foundation for all human activities and provides the necessary materials for
these activities. As the most crucial natural resource, its utilization by humans results in different
'Land uses,' which are determined by both human activities and the physical characteristics of the
land.
The utilization of land is impacted by human needs and environmental factors. In countries
like India, rapid population growth and the emphasis on extensive resource exploitation can lead
to significant land degradation, adversely affecting the region's land cover.
Therefore, human intervention has significantly influenced land use patterns over many
centuries, evolving its structure over time and space. In the present era, these changes have
accelerated due to factors such as agriculture and urbanization. Information regarding land use and
cover is essential for various planning and management tasks related to the Earth's surface,
providing crucial environmental data for scientific, resource management, policy purposes, and
diverse human activities.
Accurate understanding of land use and cover is imperative for the development planning
of any area. Consequently, a wide range of professionals, including earth system scientists, land
and water managers, and urban planners, are interested in obtaining data on land use and cover
changes, conversion trends, and other related patterns. The spatial dimensions of land use and
cover support policymakers and scientists in making well-informed decisions, as alterations in
these patterns indicate shifts in economic and social conditions. Monitoring such changes with the
help of Advanced technologies like Remote Sensing and Geographic Information Systems is
crucial for coordinated efforts across different administrative levels. Advanced technologies like
Remote Sensing and Geographic Information Systems
9
Changes in vegetation cover refer to variations in the distribution, composition, and overall
structure of plant communities across different temporal and spatial scales. These changes can
occur natural.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
South African Journal of Science: Writing with integrity workshop (2024)
Senior Project Research Paper: Interactive Media Marketing
1. Alexandra Webb
Mrs. Corbett
AP Lit 4th Pd.
November 17, 2011
Senior Project Research Paper: Interactive Media Marketing
The Internet has become an everyday tool for people around the world for work, school,
or social purposes, but aside from this constant utilization, “as the Web has matured…a larger
portion of it-and a larger portion of its use-has related to commercial purposes” (McAllister 506).
Now, the Internet is not only a place to get on Facebook or chat friends but instead, is a medium
through which various products can be marketed. Currently, the Web “presents the opportunity
to efficiently reach audiences in the ways most relevant to them and at unprecedented speeds”
(Mendenhall). This ability to advertise and communicate with various individuals
simultaneously and in great quantity has revolutionized the marketing realm. With this
innovative development, though, come certain questions: Where did this new form of marketing
come from, what is its importance today, and will it even be relevant in the years to come?
Fortunately, all of these questions have answers. Interactive media marketing has numerous
facets that make up its formative past, its significant present, and its imminent future.
To begin with, interactive media marketing’s past has been influential in what it is today.
As a contrast to recent times, “before 1980, most campaigns of consumer persuasion relied
primarily on traditional advertising in a few media” (McAllister 507). Campaigns before 1980
did not use many forms of technology to advertise products. They would employ the use of
VCR’s or televisions, but not to a great extent. In 1994, this miniscule use of media
advertisement began to advance and had “developments in two-way communication through
2. Webb 2
TVs, telephones, and computers."(Williamson 71). Companies were now able to add marketing
strategies which allowed for communication with customers and more personal interaction with
potential clients. Correspondingly, people had the opportunity to see multiple products through
different mediums than they were able to before. Less than a decade after this development,
“…more than half of US households had Internet connections, and well over two-thirds were
using a computer at home, work, or school” (McAllister 506). It became possible to target
specific audiences effectively and allowed for a whole new way to advertise a good. Also, the
people had access to these advertisements at any time on any given day. The true effect of this
new marketing medium can be seen through the comparison of sales in 1995 and 2004 taking
into account both direct marketing, which is non-media advertisement, and interactive media
marketing. In 1995, direct marketing brought in sales of 2.7 billion dollars, and interactive
media marketing brought in 3 billion dollars. In 2004, direct marketing caused 28.1 billion
dollars in sales and interactive media marketing had an astounding 110 billion dollars in sales
(McManus 16). In 1995, there is not much of a difference between direct marketing and
interactive media marketing, but in 2004, there is an 81.9 billion dollar gap, showing the
dominance of digital over traditional advertisements. Also, the difference between interactive
media marketing sales in 1995 and 2004 conveys the astronomical growth of technology and
reliance on the digital world to sell goods. In general, the past of interactive media marketing
shows advancement in the way companies advertise their products, and exposes the rise of
technology, specifically computers, in modern society.
To pursue the topic further, interactive media marketing, at the moment, is different from
past strategies and is vital for the current economic situation. The Internet, the quintessential
digital marketing medium, has three aspects that differentiate it from previous years and
3. Webb 3
advertising strategies. For one thing, “its digital nature means that users can send, retrieve,
transform, and store the material that moves across it” (McAllister 506). Basically, there are
multiple uses for the Web, all of which are connected. For example, a person’s emails can be
taken by a firm for marketing research, or a firm can email a person to market a product. This
ability to have access to such material and information allows for the communication necessary
for advertisement and product sales. Another aspect of the Web is its “two-way, interactive
nature means that senders and receivers can respond to one another in an ongoing fashion”
(McAllister 506). A constant interaction allows for continuous sales and marketing. The people
are always able to see the products and buy the ones they want, and the firms are always able to
put out more advertisements to new customers. A final aspect that differentiates the present
Internet from the past marketing is “its ability to function through sophisticated computer
software and hardware means users’ activities can be tracked, sorted, and predicted through
increasingly intelligent agents” (McAllister 506). The Web gives companies the chance to target
a specific audience for a specific product on a much larger and more efficient scale than before
interactive media marketing was available. Firms can target a website catered to teens with
make-up ads, or a pregnancy chat room with baby clothes ads. They are able to be more
discriminating, and therefore, attract their targeted audience. In general, the Web and,
subsequently, interactive media marketing allows for a more specific and efficient way to
advertise to the masses.
To continue with the present importance of interactive media marketing, the Internet has
allowed digital advertisement to become the normal medium through which firms promote their
goods. As stated in the Journal of Broadcasting & Electronic Media, “…the exponential growth
of the Internet and the continuous development of its broadband distribution systems have
4. Webb 4
changed the rules of competition in many media industries that were already being transformed
by the arrival of more competitors, such as multi-channel video programmers, and the
introduction of new technologies, such as digital television” (Chan-Olmsted 641). In other
words, interactive media marketing changed, for what seems permanently, the way in which
goods are marketed. Instead of being seen primarily in newspapers and other publications,
advertisements are online. Also, this development from traditional to digital marketing has
affected companies’ avenues for ads. For example, newspapers are being published online now
because “the digital newspaper can replicate the printed newspaper in content and organization
and be made to look like a traditional paper, but at the same time it can offer interactive
multimedia content tailored to the individual consumer in a manner radically different from that
of traditional newspapers” (Palmer 33). Interactive media marketing gives the consumer a
whole different experience. It makes them be more involved and allows them to get more
information in a more timely fashion. As Interactive Editor Bradley Johnson said, “Internet
advertising is now part of mainstream media” ("Ad Age adds multicultural page, interactive
data." 4). The Internet is how people now communicate and transfer information. Consequently,
interactive media marketing is the way companies now advertise. Overall, the Internet
transformed marketing from paper to computers.
Moreover, interactive media marketing is a crucial strategy for the current economic
crisis most companies face. In this recession, most companies are asking, “So what are
[companies] supposed to do? [Because] right now it feels like everything is in decline, but there
is a force that is continuing to grow in popularity, influence, and reach; namely, digital media. At
no time has the vital role digital media can play in driving efficiencies and engaging customers
been more relevant” (Mendenhall). Companies are losing money fast and subsequently, going
5. Webb 5
into debt until they are forced to close. They are not able to spend money advertising in the
traditional sense, so they turn to interactive media marketing. Basically, “marketers are rushing
to move more money and effort into digital and social media, hoping to pick up where traditional
media may be falling short” (“Marketers work to bridge digital divide” 1). Traditional marketing
techniques are not efficient enough for the economic crisis. Companies cannot afford to spend
so much money on ad campaigns, so they turn to the Internet and digital marketing to “pick up
the slack.” It is essential for companies to market goods virtually because “at a time when
marketing budgets are under enormous pressure, companies can turn to the digital world to
recession-proof their brands through networks they own and control” (Mendenhall). It does not
cost as much money to build a webpage or upload an ad to the Internet as it does to print multiple
ads and have to manually distribute each one. Interactive media marketing allows a company to
put ads online and sell their product without spending exorbitant fees on traditional marketing
strategies. For instance, there was a company who, in one month, had five million page views,
10,000 posts, and 400,000 searches. As they put it, “As [the company rides] out the recession,
forums that [allows the company] to tap customer insight in a more cost-efficient manor will be
critical to [the company’s] success” (Mendenhall). The company was able to use interactive
media marketing as a more efficient alternative in advertisements. They were able to cut costs
and save their business while still making sales. It is evident that interactive media marketing is
not only more effective and cost efficient, but it is also “recession-proof.”
The final facet that makes up interactive media marketing is its future. According to the
experts, “At current growth rates, every man, woman and child in the world will have a home
page within four years” (Yarmis 22). Such a prediction means that more people will have use
and access to computers in the future. Inevitably, there will be more interactive media marketing
6. Webb 6
because the Internet is where the consumers are located. Also, a recent study showed that from
the present to ten years in the future, there will be a 46% increase in personal computer use
(McManus 16). Again, this must mean that interactive media marketing will grow due to the fact
that the use of the Internet and potential customers will grow, thus prompting more digital ads
from firms. Additionally, “a recent report by analyst firm Gartner predicts that digital strategies
like social and mobile marketing will influence at least 80 percent of consumers’ discretionary
spending by 2015” (Farb 16). Not only will interactive media marketing be more prevalent in
the future, but it will also be more influential than traditional strategies. People will be more
influenced by digital ads, making interactive media marketing play an even more significant role
in society. Upon study of this information, it is clear that interactive media marketing will
continue to grow and will have an even more important place in the marketing realm than ever
before.
Taking all facets into account, interactive media marketing has gone through many stages
since its conception and will continue to go on in society and the marketing world. Digital
advertising has become the most effective and efficient way to promote a product. It developed
from virtual non-existence, to significance, and finally to future dependence. As Chan-Olmsted
once stated in Journal of Broadcasting & Electronic Media, “…the trends toward brand
management and using the Internet as a marketing communication channel are likely to continue
as we migrate to the world of digital media.” Interactive media marketing continues to grow,
and it will only continue to grow.
7. Webb 7
Works Cited for Senior Project Research Paper: Interactive Media Marketing
“Ad Age adds multicultural page, interactive data.” Advertising Age 19 July 1999: 4. Academic
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8. Webb 8
McAllister, Matthew P., and Joseph Turow. “New Media and the Commercial Sphere: Two
Intersecting Trends, Five Categories of Concern.” Journal of Broadcasting & Electronic
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