Marketing Practice For Mediums And Innovative Technology

Positive and negative aspects of new technology and ineffective outcomes gained by advertising agencies with the use of the new media channels

Discuss about the Marketing Practice for Mediums and Innovative Technology.

The occurrence of new and innovative media has posed a severe challenge for the conventional media. There has been imposed a negative impact upon the various conventional medias such as print newspaper, etc. But it is seen that the impact of the new and digitalized media upon the conventional media is still somehow manageable. The advertising agencies are still investing and taking use of the conventional media as a source for attracting the customers. The advertising agencies are facing huge struggle in moving away from these conventional and old media to electronic media so that there can be acquired strong access to the people of Generation Y (Asur, et al., 2011). The paper will present the various probable reasons because of which the advertising agencies have remained unsuccessful in fetching more number of customers with these new mediums and innovative technology.

In the present time, the potential customers are primarily the Generation Y people who have an easy access to all the new and innovative media, electronic media and advanced media channels. These individuals have a tendency to buy products and services which have high visibility at various electronic and digital media channels rather than just having a visibility on old media channels. Thus, to have an easy access to such customers, the companies are required to have a strong and vibrant presence on all such media channels (Zhao and Jiang, 2011). To attain the objective of increased sales and higher customer base, the advertising agencies have taken use these new technologies and electronic as well as digital media channels. But from the overall perspectives and analysis, there has been analyzed that these media channels have not turned put be effective and successful for the companies and their products and services in comparison with the conventional media channels (Granka, 2010).

There has been identified both positive as well as negative aspects of the new technologies and digital media channels which impacts the potential number of customers. Firstly highlighting and evaluating the positive considerations of these media channels, it can be realized as the advertising agencies can have an extended and global reach to the customers in various other nations with these new technological Medias (Salman, et al., 2011). There is probability that if the customers develop reliability with the brand than there are chances that the products and services can be globally recognized. In respect with the capital investments and expenditure, the new ad techno savvy media channels are much affordable and are pocket friendly for all types of business ventures whether small, medium or large scale. Thus, there has been an equal platform to all the companies in respect with social presence and fetching the attention of the potential buyers (Howard and Hussain, 2011).

The big difference among both these medias

But analyzing from the negative perspectives, there are comparatively several weaknesses and loop holes because of which the advertising agencies have not gained much success and effective customer network with the use of these new mediums with updated technology. The key negative aspect is that the social media platforms are not a proper source for having higher number of customers because of the fact that those social networking sites such as Twitter, Facebook, etc. have both the negative as well as the positive review about the products and services which directly impact the future growth of the business. By taking glimpse from negative reviews and comments, the buyers change their decision of making a purchase as they try to judge the products with these reviews. But on the other hand, if the products or services are good but still if there are negative reviews then there is a very high probability that the individual will not buy those goods or services (Meraz, 2011).

The big difference among both these medias are that the traditional or the conventional media still have a strong presence and are more powerful in fetching the attention of the customers and masses. These media channels are positive in respect with the advertising agencies as only the advertisements and promotional campaigns are displayed rather than the negative elements in terms of reviews and comments by the consumers. Thus, in a broader sense only a good picture of the products and services are displayed to the potential users and this leads to increase number of sales and revenues (Shah, 2011). The new technology and electronic and digital media are successful for new ventures where there is a need to have higher presence in terms of visibility and have less capital investments. But in respect with giant players and with higher capital investments the conventional media channels are much effective and dominating for influencing the various customer segments. The media channels such as newspapers, radio and posters are those conventional media channels that have been negatively impacted by the rise of the digital and electronic Medias as they electronic and digital media has offered the online platforms to the companies for advertising their products and services. Thus, such media channels are much impacted by the rise of digital media but not all conventional media channels (Kaplan and Haenlein, 2010).

With number of positive aspects of the electronic and online media channels, it is still believed that the advertisers still have a faith and association with the traditional media sources such as television. There are several modifications and changes that have occurred in television media such as over the past few years, there are innovative dimensions for instance the highly interactive televisions which are one of the key advertising mediums for the advertising agencies (Stephen and Galak, 2012). The conventional association among the broadcasters and the advertisers have been completely changed because of the interactive television, since there has been paid a particular amount by the advertisers for the particular length of the advertisements in-between the various programs but, the occurrence of the interactive television, it is the choice of the consumers what they are liked to view at a particular point of time and this has given rise to a new paradigm (O’Connor, 2012).

Conclusion

The authors and researchers have argued and analyzed that rather than advertising dependency on only one of the media i.e. conventional or electronic, it is advisable that there must be taken use of an integration approach by the advertisers by taking use of both the conventional media channels such as television with have a decent consideration to the other digital channels too such as social networking sites, emails, etc. The integration of the both the media channels will result in a better combination for the advertising agencies to have an increased global presence, extended customer base and effective use of both the media channels. As well as the integration process will help the advertisers to have a touch with both the people of generation X as well as Generation Y so that they do not loss the connection from either of the two customer groups as well as have an upsurge customer base. Thus, the new trend of integration of the traditional media with new media has presented several new opportunities for the advertising agencies as well as for the consumers as a whole (Peng and Zhu, 2011).

Conclusion

The new and electronic media offers vast opportunities to the advertising agencies and the companies to have a vast customer base and strong global presence. These media channels are affordable, innovative, inexpensive and extended reach. Thus, the advertisers prefer advertising their products and services on these electronic media channels. But from the overall analysis, it has been concluded that the success offered by the traditional media is much more than these electronic and digital media channels. The social networking sites are effective in offering little success only in comparison with the conventional media as they have both negative as well as positive reviews and comments by the users which can impact the future sales of these products and services. Thus, it can be concluded that rather taking use of either conventional or electronic media alone, the advertisers must have their emphasis on their integration and combine use of these platforms for effective advertising and gathering attention of increased number of masses.

References

Asur, S., Huberman, B.A., Szabo, G. and Wang, C., 2011, July. Trends in social media: Persistence and decay. In ICWSM.

Granka, L.A., 2010. Measuring agenda setting with online search traffic: Influences of online and traditional media.

Howard, P.N. and Hussain, M.M., 2011. The role of digital media. Journal of democracy, 22(3), pp.35-48.

Kaplan, A.M. and Haenlein, M., 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), pp.59-68.

Meraz, S., 2011. The fight for ‘how to think’: Traditional media, social networks, and issue interpretation. Journalism, 12(1), pp.107-127.

O’Connor, R., 2012. Friends, followers and the future: How social media are changing politics, threatening big brands, and killing traditional media. City Lights Books.

Peng, T.Q. and Zhu, J.J., 2011. A game of win-win or win-lose? Revisiting the internet’s influence on sociability and use of traditional media. new media & society, 13(4), pp.568-586.

Salman, A., Ibrahim, F., Abdullah, M.Y.H., Mustaffa, N. and Mahbob, M.H., 2011. The impact of new media on traditional mainstream mass media. The Innovation Journal: The Public Sector Innovation Journal, 16(3), pp.1-11.

Shah, H., 2011. The production of modernization: Daniel Lerner, mass media, and the passing of traditional society. Temple University Press.

Stephen, A.T. and Galak, J., 2012. The effects of traditional and social earned media on sales: A study of a microlending marketplace. Journal of Marketing Research, 49(5), pp.624-639.

Zhao, X. and Jiang, J., 2011. An empirical comparison of topics in twitter and traditional media. Singapore Management University School of Information Systems Technical paper series. Retrieved November, 10, p.2011.