The Impact of Social Media Platforms on Traditional Advertising Channels

Running head: Digital vs traditional marketing
THE IMPACT OF SOCIAL MEDIA PLATFORMS AND OTHER DIGITAL CONTENT
AGGREGATION PLATFORMS COMPETITION ON MEDIA AND ADVERTISING
SERVICES MARKETS.
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Digital vs traditional marketing 2
The impact of social media platforms and other digital content aggregation platforms
competition on media and advertising services markets.
Problem statement
Technological advancement has constantly been on the rise as well as its adoption globally
dramatically resulting in the technological change in the media and advertising platforms over
the few decades. This advancement and dramatic has consistently brought about numerous
benefits to the consumers at the cost of the traditional media through shifting away advertising
revenues, Moreover the growth of the size and impact on social media platforms and other digital
content has occasionally expressed concerns on quality content (Berman, 2017).
In the recent years, the technological advancements have overshadowed the traditional marketing
methods where channels such as newspapers, radio, and television are consistently becoming
obsolete. According to Stephen, (2016),this is due to the fact that Consumers’ taste and
preferences have shifted towards online platforms such as social media and apps which has
consequently resulted in reduced advertisement spending on media and other advertising service
markets, moreover, the shift has led to advertisers using these services are minimal or no cost
which is against numerous advertising policies currently in place. There are inadequate
regulation and control in these platforms as consumers innocence or lack of sufficient protection
could be exploited such as the use of fake news. Therefore, this research paper will be vested in
expounding on the effect of web-based social networking platforms have on media and other
traditional advertising channels