Contemporary Media Industries

This study material explores the impact of social media on marketing and communication in contemporary media industries. It discusses the opportunities and challenges of using social media as a marketing tool and the benefits of online purchasing and blogging sites. The article also emphasizes the importance of cautious approaches and constant innovation to retain the attention of the audience.

Running head: CONTEMPORARY MEDIA INDUSTRIES
Contemporary Media Industries
Name of Student
Name of University
Author Note

1CONTEMPORARY MEDIA INDUSTRIES
Social media has become a very well known term in the present times. During the past
few years, the various social mediums have seen an explosive growth. As the evolution of
technology and easy availability of internet, most of the people have become associated with
various social media. Along with the evolution of social media, the way of human
communication and interaction has also changed significantly. The process not only has enabled
the common people to communicate with their families and friend, but also has enabled them to
communicate with the entire world. By using the different modes of social medium, people can
have both direct and indirect interaction with the world. This has brought overwhelming change
in the business and marketing sectors as well.
As it is being widely observed that, the advent of social media has changed the way of
human interaction significantly. In addition to that, social media has become an effective tool for
marketing operations of various organizations. As the social media provides scopes of building
public awareness regarding any issue, service or product, the marketing strategies have become
easier for various industries (Tuten & Solomon 2017, pp. - 38). The organizations as well as
marketing agencies have already acknowledged the huge presence of these mediums and the
impacts they create on the common people. It has been noticed that for many businesses,
incorporating social media as a marketing tool for their brands and products have become
challenging in the initial stages. However, along with the passing time they have overcome the
issue and have found that social media provides them the opportunities to interact with the
consumers and gauge their feedbacks (Belch et al. 2015, pp. - 37-46). The advertisements,
emails and leaflets are not able to compete with the strong presence of the social media.
Moreover, the social mediums also provide opportunities to the organizations to
communicate and collaborate with each other. In this regard, it can be said that a new horizon

2CONTEMPORARY MEDIA INDUSTRIES
has opened up along with the advent of online purchasing. The consumers are preferring the easy
and time saving to use online shopping modes. Hence, in recent times various startups and
business initiatives are successfully operating. In this regard, reference of commercial blogs can
also be taken. These blog posts are endorsing various products, brands and services to the
audiences (Chaffey 2016, pp. - 27). Many a times it is found that, the blog posts are endorsing
various goods and services. These blogs are primarily small initiatives and startups. In addition
to this, it has also be noticed that various companies also come up with their blog sites to endorse
their services or products. Both of the initiatives have found to be successful in creating
awareness amongst the audience. In addition to this, the consumers are able to opt for online
purchase experiences.
It has been noticed that these online modes of purchasing and the blogging sites enable
the organizations to communicate and interact with the audience on a regular basis. This has also
been beneficiary in understanding the market demand and the feedbacks of the consumers
regarding their services and products (Ashley & Tuten 2015, pp. - 19). In addition to this, it is
seen that by using the online modes of purchasing, the consumers are also becoming able to
understand the effectiveness of the products. To elaborate it furthermore, it can be said that by
using the modes of giving feedbacks and reviews of a certain product or services, the audience is
helping other consumers to have an idea regarding the quality of the product this feature has been
proved very helpful for the consumers in purchasing suitable product. In the context of the
lifestyle blog, it can be said that the primary opportunity for the initiative is the opportunity have
direct communication with the audience. This is a key marketing tool, which leaves a long
lasting impression on the mind of the consumers.

3CONTEMPORARY MEDIA INDUSTRIES
Hence, it can also be understood that it is very necessary for the blog sites to take up
cautious approaches. As it has already been mentioned that negative feedbacks from the audience
can hamper the future business of the site (Luxton, Reid & Mavondo 2015, pp. - 32). In this
regard, it can be understood that the site must be cautious in selecting the bands that it going to
endorse. Moreover, the primary strategy of these online purchasing modes is to be in the
knowledge of the consumers. Hence, it should focus on constant upgrade and innovations.
Grabbing and retaining the constant attention of the audience can prove a challenging task for the
blog site.
To conclude, it can be said that the online purchasing methods and blog sites are
blooming industries. As a result of the technological advancement and popularity of social
media, these initiatives are becoming successful in grabbing the attention of the media. By using
consumer friendly strategies and focusing on quality services, these initiatives can witness
significant growth.

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Reference
Ashley, C. & Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Belch, G.E., Belch, M.A., Kerr, G.F. & Powell, I., 2014. Advertising: An integrated marketing
communication perspective. McGraw-Hill Education.
Chaffey, D., 2016. Global social media research summary 2016. Smart Insights: Social Media
Marketing.
Luxton, S., Reid, M. & Mavondo, F., 2015. Integrated marketing communication capability and
brand performance. Journal of Advertising, 44(1), pp.37-46.
Tuten, T.L. & Solomon, M.R., 2017. Social media marketing. Sage.