MEDIA INFLUENCE ON MARKETING INDUSTRY

Media Influence on Marketing Industry

The Abstract

This research paper attempts to study the impact of the social networking, especially Facebook, on the marketing strategies of marketers. It tries to create a link between the huge number of Face book users and the importance of this forum for marketing. Emphasis is laid upon the fact that the increase of socializing through these forums and websites has given rise to a completely new target market. Moreover, the research paper attempts to explore the overall influence of this new media upon the marketing industry. It also signified the possible challenges and opportunities that are faced by marketers in this context.

Table of Contents

INTRODUCTION4

PROBLEM STATEMENT AND PURPOSE5

Problem Statement5

Research Purpose5

Keywords6

LITERATURE REVIEW7

MAJOR FINDINGS13

Use of Media Marketing13

Experience in Media Marketing13

Time Commitment for Media Marketing14

Demographic Concern of Media Marketing14

The benefits of social media marketing16

Commonly used Social Media17

Marketers' Plan in Social Media Activities18

Blogs18

Facebook18

Twitter19

CONCLUSION20

INTRODUCTION

Marketing involves a modification in the way of thinking, which is thinking about customer needs and then creating the appropriate products to satisfy them. However, marketing concept does not halt there; instead, it expands to the placement and promotion of the product or service being offered. Thus, an organization has to ensure that its product or services are highlighted in the market and proper awareness is spread.

The presence of social networking including websites likes twitter and face book have given rise to a new era of marketing and promotion. Marketers find it essential to advertise their products and services on these social networking websites as a huge number of potential customers arrive on these forums. In fact, it is not on weekly or daily basis that these websites are used, but people socialize on these websites logging in several times each day. This not only increases the chance of gaining new customers, but also ensures that current customers are retained and the organizational image and reputation is kept alive. (Wilson & Gilligan, 2004, pp.1071-82)

PROBLEM STATEMENT AND PURPOSE

Problem Statement

“The rising number of users of social networking has greatly influenced the marketing industry”

The common problem is that social networking is on the boom, which has created a new market in itself. Marketers that fail to capture that particular market will definitely fail to address a wide range of customers. The customers from all over the world visit websites like Facebook. Thus, it is essential to use Facebook as a platform to advertise and spread product or service awareness through t his forum. ( Reichheld, 2006)

Research Purpose

The purpose of this paper is to locate and identify the ways by which social networking influences the overall marketing industry. It also describes as to how the marketers cope up with the challenges and opportunities brought up due to existence and increased usage of social networking websites. ( Reichheld, 2006)

Keywords

Social Websites, Media marketing, Media influence on Marketing, Media marketing challenges, Media marketing opportunities.

LITERATURE REVIEW

Survival in the world of business is very tough. It means having the ability to attract and retain customers by fulfilling their needs in a ...