The Effectiveness of Digital Media for Advertising

Published: 2021-07-10 03:55:05
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Category: Marketing, Communication, Media

Type of paper: Essay

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Nowadays, a lot of social media platforms are appeared such as Facebook, Instagram, twitter…etc. These platforms are fashionable and common. Before these platform, Traditional Media revolved around our life and merged our daily life. Let’s talk about what is Traditional Media.
There are a various type of traditional media. You will touch with many media every day. If you switch on the TV at home, listen to the radio on your smartphone, or read the magazine at the cafe, you can connect through the traditional media channels. Newspaper, email, and every billboard you walk by on the way to work are all traditional media working their way into your daily life. Before 1995, media depend on the print and the broadcast models that we all before the arrival of the internet. These traditional media included TV, newspapers, outdoor sites, email, movie and music studios and books. Traditional media mainly occur in one-way communications with the audiences. However, we live in the 21 Century which is a high technology world. A lot of social media appeared. Social Media are revolved around and merged our life too. But what is the different between Traditional Media and Social Media?Let’s talk about what is the Social Media first. Social media is an electronic network that allows users to produce content and communicate with each other, including forums, social networking platforms, blogs…etc. Social media is highly interactive, has a fast transmission, has low barriers to production and use, and contain a wide range of topics. Gradually exceed traditional media and communication tools, and combine into one, and develop into new media that have an impact on society. However, Digital Media include the combination of traditional media with the internet such as websites, Internet search engines, social networks, email and attachments, video games and virtual worlds, mobile handheld devices, electronic kiosks, interactive TV…etc. Therefore, Digital Media and Social Media are inseparable.
Let’s move on to the media usage for consumers, Facebook is the most famous social network sites through the world from July 2018, and ranked by the number of active users in millions. Market leader Facebook was the first social network more than 1 billion registered accounts and now have 2.2 billion active users monthly. Over the world, there are over 2.23 billion monthly active Facebook users for Q2 2018 which is an 11% increase year over year. 1.47 billion people on average log in Facebook every day. An enormous growing number of Facebook users are active in their visits to the siteand the photo uploads total 300 million per day which is an indication of engaged users; also, it is a signification that there are a lot of photos, as well as other information, competing for users’ focus. Every 60 seconds on Facebook which have 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded. There are a lot of joiners and active users, but also a large amount of information competing for their attention. 4.75 billion of content shared daily as of May 2013 which is a 94% increase from August 2012. 50% of 18-24 year-olds go on Facebook when they are woke up.
On the other hands, let’s talk about the media usage for advertisers. Mobile advertising income is reported and according to Facebook, it represented about 91% of advertising income for Q2 2018 up from 87% in Q2 2017. 25 to 34 years old, at 29.7% of users, is the most common age of demographic. (It is the key target demographic for many businesses’ marketing efforts, and have the chance to attract these key consumers on Facebook. Facebook users are 76% woman (out of 100% of all women) and 66% man (out of 100% of all men). This is comparing the percentage of all women against the percentage of all men who are on Facebook. 42% of marketers report that Facebook is critical or important to their business.
For the effectiveness of media in achieving advertising objectives, we can meet what the human need. People hope the reaction and connection with other people. This is a main reason why social media has become so fashionable and popular. According to social media, brands can make opportunities to share and recognize loyal followers with special rewards. These behaviors make customers feel unique and it shows them that they’re appreciated by the brand. Secondly, cost effective is the one of the reasons. Social media isn’t free, but it is sharply cheaper than traditional advertising methods, which doesn’t include feedback from people regarding their personal experiences. That’s why print media has been suffering over the past years. Newspaper income has fallen 26% during the past year bringing the total loss since 2006 to 41%. Then there’s the magazine industry which saw 367 U.S. periodicals close up shop and cease all printing. Not nearly as bad as the more than 500 publications that called it day in 2008.
Finally, the social media is that it’s happening in a real time. If you have a customer service complaint or a problem with a product you can go to any brand’s social media site and request some help. This makes it convenient for businesses to deliver prompt customer care and immediately address the needs of the audience. According to above information, there are some pros and cons for Facebook using media planning.
Firstly, Create and transmission the content. Traditional Media is based on one-to-group. Editor determine what news is attractive or which news can publish in the newspaper. The readers and audiences have no effect in the creation or transmission of content. But Facebook is a media that works on the principle of group-to-group. Any users can create and share the content. This makes the content creation process become more democratic.
Secondly, Interactive. Facebook allows users to comment on content uploaded by their peers, family, celebrity or colleague. All comments are in real time. They abound published content, and empower people to share views. Traditional Media is tightly to comply. All communication is one-way from the creator to the audiences.
Thirdly, Combination. Facebook can post the content as text, audio, video, graphics or photo on Social Media sites. However Traditional Media only can work such as print or as radio or as television. There is no conflux in the Traditional Media world.
On the other hands, speed. Facebook is instant. Reports posted on Facebook sites can be accessed immediately but Traditional Media need to takes time to transmit the information. For example the case of newspapers, this is limited to once a day; TV or radio can update reports more quickly. But they cannot compare with the speed of Social Media.
Also, Cost of creation. It costs a lot of money to set up a newspaper, radio or television station. So do not have a lot people hope to become publishers. Facebook allow free posting of content. Anyone can be a publisher or broadcaster.
Finally, Numbers. Social Media is amazing for the achievement. It connects billions of individuals across the global. In contrast, the reach of traditional media is finited to the number of readers or audiences that individual in newspapers or channels.

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