Social Media Marketing vs. Traditional Media

This assignment explores the evolving landscape of marketing, focusing on the transition from traditional media like print and broadcast to social media platforms. It delves into how social media has revolutionized marketing strategies, enhanced business reach, and reduced costs. The analysis examines the effectiveness of both approaches, highlighting key differences and providing insights into future trends in the marketing industry.

Running Head: TRADITIONAL MEDIA VS. SOCIAL MEDIA
BUSINESS
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RESEARCH
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3TRADITIONAL MEDIA VS. SOCIAL MEDIA
PROJECT
ASSIGNMENT #...
TITLE: Traditional Media vs. Social Media
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MASTER IN ………………………………………….
Contents
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1. Introduction....................................................................................................................................................5
2. Project Objective:...........................................................................................................................................5
3. Project Scope:.................................................................................................................................................6
4. Literature Review:..........................................................................................................................................6
5. Research Questions/Hypothesis:..................................................................................................................10
Primary Question.........................................................................................................................................10
Secondary Questions....................................................................................................................................10
6. Research Design and Methodology:............................................................................................................11
Qualitative research......................................................................................................................................11
Quantitative research....................................................................................................................................11
7. Research Limitations:...................................................................................................................................11
8. Time Schedule (Research plan):..................................................................................................................12
9. Conclusion:..................................................................................................................................................13
10. Reference List:...........................................................................................................................................14
11. Appendix:...................................................................................................................................................16
Quality and currency of articles and sources used in the research:..............................................................16
Identification of gaps:..................................................................................................................................16
TITLE: Traditional Media vs. Social Media
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1. Introduction
Now days, social media has become a major part of modern world that has taken over the marketing
function of every industry and management program. The prosperity of social media as a marketing tool has
acted as a challenge for the print and traditional media. Social media has been preferred over print and
traditional media as it has become a lightning fast and cost effective medium for sharing data within the
society.
With the help of social media, people are uploading their thought, reaction through social media.
With the innovation and development new technologies and features, we are considering new measures of
marketing, management, enhancing the customer base and increasing feasibilities with the help of
promotion.
The report is based on the written research proposal that is based on the literature review and
demonstrates their understanding of business research program. This report would help to develop a basic
knowledge of print and communicating as well as traditional media. Here we would elaborately discuss the
comparison between “Print and Traditional Media” and “Modern Social Media” along with the advantages
and disadvantages associated with both types of media. The report also describes the shift from the first one
to the second one in order to improve market penetration and more cost effectiveness.
2. Project Objective:
The main objective of this report is to identify the goals that are needed to be achieved with the
execution of the business research project. It is a transition period when social high-tech media are being
widely used by business for promoting and marketing the products and services. Fortunately, the promoting
cost involvement in the activity of business has exponentially reduced. The aim of this report is to analyse
the shift broadly keeping the topic of enhancing market share held by the product or service and reducing the
cost of marketing the products or services in mind.
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3. Project Scope:
The project scope actually defines the outcomes and aspects that would be covered under this
research project. This report has been executed with a motive to discuss the shift of print and traditional
media to the modern social media for enhancing marketing of products and services. The shift transformed
the way of marketing function is carried out. The report would discuss about the radical change of media in
twenty first century. The pros and cons of both types of media are discussed here according to the references
of after the year 2012.
4. Literature Review:
The Business firms and companies are using the marketing techniques or tools to advertise and make
public aware about the products or services they are offering (Odun and Utulu, 2016). An evolution has been
in the advertisement sector which led to the change in the systems used for marketing products and services.
According to the public demand, the access to the social media platforms is being handled as per need in the
society. Business sector and people could access the information stored or shared on the social media such
as twitter, Gmail, face book, Google plus, linked in, YouTube. Customers are getting dependent upon media
for gaining information related to the products or services offered by the business firms like Amazon or
Snap deal.
Use of social media has provided a support to the business sector and brought opportunities for the
growth and success (Arca, 2012). The changes in the marketing concept have hampered the traditional
outlooks. Both social media and marketing media are being used by the business management. Every
company is concentrating on social media as well as marketing tools to re-growth and groom market
penetrating process and profits. Traditional media like television, radio, news tellers, newspapers, hoardings,
handbills has limited the access of information for the business as well as for the customers (Shivarudrappa,
2014). Increased use of internet has resulted in the use of the mediums which helps the customers in getting
more engaged in the products and services provided by them. No doubt, the internet is acting as a new
global medium for the business.
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7TRADITIONAL MEDIA VS. SOCIAL MEDIA
Previously, social media platforms were used by the people for interacting and communicating with
each other. Every company is focusing on applying most suitable and effective measures for reaching and
attracting customers. The use of social media platforms is growing with the change in the business
environment and technology (Thesinghraja, 2014).
Actually, the print and traditional form of media can be explained as the one-way communication
process which helps in communicating with the society. This form of media is non-technological media that
is flexible in nature and is a less costly medium for communicating with the society. This type of media is
culturally rigid because in these cases the reach of traditional media is limited. Print and rational media was
the resource of development of different civilizations and economies. The contribution of “Print and
Traditional Media” for the businesses sector is remarkable as the use of print and traditional media has
resulted in sharing of information and transfers of knowledge till the electronic media launched (Tuten and
Solomon, 2014). Different sections of the society are still far away from the use of internet. Therefore they
are still beyond the reach of technology and social media platforms. Print and traditional media are still
communicating and reaching those sections of the society. Various companies are using print and traditional
media for promoting its products among all the masses of the society. The use of print and traditional media
is getting reduced due to the technological advancements and innovations day by day. “Print and Traditional
Media” have shaped the initial stages of marketing which has contributed towards the success and growth of
the business (Stephen & Galak, 2009). For example, “Stormbox” a telecommunication agency has used print
the published media for the purpose of broadcasting.
Social media marketing is the techniques which are being used with a motive to target the
social networks and applications for promoting the brand name of products by spreading awareness. With
the change in the technology, a change in the media has arisen for the marketing of the products or services
of the business. With the change in the environment, it is being used as an effective marketing tool. Social
media platforms have enhanced the speed and method of communication process between the business and
customer or potential customers. The use of social media has served as a two-way communication process
for the business and customers. Social media marketing has provided various benefits to the business and
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this has attracted businesses towards social media marketing. Companies are capable of access the global
market with the help of social media platforms. Marketing is a tough task and there is a need to use
technologies for enhancing the quality of marketing function (Cowden, 2014). For example, KFC has used
social media platforms for attracting the customers towards it.
Print and traditional media was widely used in businesses for promoting products or services. With
the change in the time, business environment and technology, there has been a change in the media used by
the businesses for the marketing of its products or services. Impact of social media can be seen on the
decreasing use of print and traditional media by the businesses. Print and Traditional media are based on a
one-to-many paradigm where a message is created and transmitted by the businesses with the help of print,
radio or broadcast. On the other hand, social media is a two-way communication system which promotes
interaction between the business and customers. Businesses have considered word of mouth more powerful
than the brand message spread among the society by the business. The Internet has been considered as a
simple and widely recognized tool which serves as a communication channel among the people all around
the globe. With the change in the environment, people have started using social media platforms for the
purpose of connecting with public and private sectors. People are being related with different business
companies all around the globe. Internet and Social media has played a vital role in the transition of the
marketing world.
Various reasons are responsible for this shift from one form to another form of media. There were
few limitations attached with the use of print and traditional media which have affected the choice of the
businesses (Athey, Calvano and Gans, 2013). Marketing departs of the huge companies started making use
of internet banners and media advertisements for gaining the attention of the customers. With the increasing
popularity of social media platforms, marketing departments of the companies were forced to include social
media marketing in its marketing plans. With the increase in the companies attaining growth and success by
using social media marketing, there was a shift from print and traditional media towards social media
(OSCE, 2012). New opportunities in social media include gaining a large number of followers, providing
latest updated information to the customers, promoting the products offered by the business in an effective
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manner, eliminating the additional cost of marketing, dealing with the rising competition and attracting the
customers (Patrick, 2013).
Print and traditional media is an old concept which is applied by the business for making people
aware by spreading information among them. On the other hand, social media is a new approach which is
adopted by businesses for interacting with the customers with a motive to attract them and enhance the
customer base of the business (Paquette, 2013). The comparison can be made between the print and
traditional media and social media on the basis of different aspects such as cost, time, efforts, effectiveness,
accuracy, reliability, communication process, trust, and feedbacks.
The concept of networking is not present in the print and traditional media. No further discussion can
be made between the customers and business. Whereas, Social media has provided space and scope for
engaging the people in discussion with the business in a pull way strategy. Customers hold the power to
provide feedbacks to the business about the products or services and satisfaction level derived from the
consumption of products or services (Ashley and Tuten, 2015).
Print and traditional media incur a high cost to the business which creates an impact on the
profitability of the business. Due to the limitation on the interaction between the business and customers, the
satisfaction level of the customers gets affected. Traditional media is proved as less effective in comparison
to social media (Wright, Khanfer and Khizer, 2015). Print and traditional media help in communicating with
the real world. This form of media can be touched, felt and heard by the customers. Marketers use this form
of media for interacting face to face with the customers, promoting the products and collecting feedbacks.
Print and traditional media is a closed system with opaque nature. This form of media is used for mass
marketing which is done by following top-down strategy (Agboola, 2014).
On the other hand, social media has resolved the problems faced by the business due to the print and
traditional media. The coverage area of social media is large as well as the cost involved in this form of
media is low (Sashi, 2012). It helps in building communities which have boosted the sales of the business.
Social media is an open system with transparency (Tiago and Verissimo, 2014). It has resulted in the greater
personalization of the content of the message, visibility of the advertisement and promotes interaction.
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Customers have the right to make a selection for receiving the content on the basis of their choice. Business
can easily record and collect data related to the demands, needs, and feedbacks of the customers towards the
products or services. Real time results can be generated with the use of social media. Analysis of the demand
of the customers can be done with the help of social media. Social media is an effective approach for driving
brand penetration (Batra & Keller, 2016).
5. Research Questions/Hypothesis:
Primary Question
The primary question of the business research is why people and business sectors are adopting social
media rather than print media.
Secondary Questions
1. One of the major secondary questions should be why social media is overtaking traditional media
according to the public demand.
2. Another question could be about the gap between people’s choice and traditional media’s services.
3. The hypothesis could be the multipurpose feasibility of social media and its greater effectiveness than
social media.
6. Research Design and Methodology:
Qualitative research
In the case study we can collect reliable primary data from interview of target population or selected
groups. This section mainly focuses on textual analysis on attribute type or categorical data coding the text
and talk. After collecting the relevant data, using software packages we can present qualitative research and
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11TRADITIONAL MEDIA VS. SOCIAL MEDIA
assess the rigor of qualitative research. Next, we can conceptualize theoretical work, interpret the findings.
For tighter specification of question, we would collect more data and reach to an accurate decision.
Unstructured data collection and non-statistical analysis would show maximum variation in the sample.
Therefore, we need to develop an initial understanding.
Quantitative research
Quantitative data is actually numeric, dependent on survey questionnaires, scale development and
sampling respondents. The data is collected from field work and analysed through descriptive statistics,
probability distributions and exploratory factor analysis. We can apply sample survey methods by several
following steps such as introducing the strata, estimation and confidence intervals, hypothesis testing, chi-
square test and distributions, F-distribution and ANOVA, linear regression, multiple regression and non-
linear functions for interpretation and decision making.
This method emphasizes objective measurements and the statistical or numerical analysis of data
collected through structured primary or secondary sources. The linear regression model between different
factors, correlation between two variables and the value of multiple R-square of the factors of primary or
secondary data would provide the interpretation.
7. Research Limitations:
The research has few limitations such as –
1) The unavailability of primary data and direct use of secondary data,
2) Proven or unproved factors on “Print and Traditional Media” data,
3) Limited number of factors of the data and validation of data in a short time span.
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8. Time Schedule (Research plan):
The time span of the business research plan is not more than four months. That is why we need to
apply a proper research plan on theoretical basis and data analysis. The interpretation of data analysis of
print media or social media data could provide a support to the theoretical findings. We allocate one month
for theoretical findings and three months for analytical research proposal.
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9. Conclusion:
Therefore, from the above discussion of the report, it can be summarised that there has been a shift
from print and traditional media to social media for enhancing the performance of the business and way by
which business is communicating with customers. This report has provided knowledge of both forms of
media along with their advantages and disadvantages. The discussion has been made regarding both the
aspects by comparing them with each other. Print and traditional media is a one-way communication tool
and on the other hand, social media is a two-way communication tool. It has been estimated that change in
the business environment and technology will overtake the print and traditional media. However, both forms
of media are aiming at informing the customers about the products or services but the way it is done and the
impact they make on the customers differ from each other.
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10. Reference List:
Agboola, A. K. (2014). The Influence of New Media on Conventional Media in Nigeria. Academic Research
International, 5(4).M Hirst, J Harrison, P Mazepa – 2014, Communication and new media: From
broadcast to narrowcast, dro.deakin.edu.au.
Arca, C. (2012). Social Media Marketing benefits for businesses Why and how should every business create
and develop its Social Media Sites?. Denmark University.
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), 15-27.
Athey, S., Calvano, E. & Gans, J.S. (2013). The impact of the internet on advertising markets for news
media. Joshuagans.
Batra, R. & Keller, K. L. (2016). Integrating Marketing Communications: New Findings, New Lessons, and
New Ideas. Journal of Marketing, 80, pp.122–145.
Cowden, A. G. (2014). Effect of Social Media Marketing on Traditional Marketing Campaign in Young
Icelandic Companies. Reykjavik University.
Odun, O. & Utulu, A. U. (2016). Is The New Media Superior To The Traditional Media For Advertising.
Asian Journal of Economic Modelling, 4(1): 57-69.
Paquette, H. (2013). Social Media as a Marketing Tool: A Literature Review. Major Papers by Master of
Science Students, 2.
Patrick, T. (2013). Traditional and Social Media Marketing Comparison. Lahti University of Appied Science.
Sashi, C.M. (2012). Customer engagement, buyer-seller relationships, and social media. Management
decision, 50(2), pp.253-272.
Shivarudrappa, D.S. (2014). Traditional Media versus New Media: A Case Study in the Karnataka Urbun
and Rural Areas. International Journal of Humanities and Social Science Invention, 3, 5, 15-18.
Thesinghraja, P. (2014). The Impact of New Media on Traditional Media. Research Gate.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media:
Tuten, T. L., & Solomon, M. R. (2014). Social media marketing. Sage.
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Why bother?. Business Horizons, 57(6), 703-708.
Wright, E., Khanfar, M. & Kizer, L.E. (2015). The lasting effects of social media trends on advertising.
Journal of Business & Economics Research, 8(11): 73-80.
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11. Appendix:
Quality and currency of articles and sources used in the research:
For ensuring the quality of the data presented in the data presented in the research program,
information has been collected with the help of quality sources. To upgrade the authenticity and reliability of
the data presented in the research program, references have been provided along with the name of author,
date, title and publication details. Proper citations have been done for marking the source from where
information has been collected. Information presented in the research program has been analyzed and
discussed in a fair manner for maintaining the quality and reliability of the information.
Identification of gaps:
This research program has discussed the shift from the print and traditional media to social media
which has enhanced the effectiveness of the marketing function of the business, enhanced coverage area and
reduced the cost. During the execution of this research, certain gaps have been identified that would form a
base for the further research. This research has not discussed the role of social media in establishing a public
relationship. This research has not covered the challenges of social media.
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