Business Research: Comparing Print and Social Media Marketing

This report examines the significant shift in business marketing from print and traditional media to social media platforms. It highlights the increased market penetration and cost-effectiveness of social media. The report includes an introduction outlining the importance of social media in modern society and its impact on marketing functions. It then sets the project objective, which is to analyze the shift and its effects on market share and marketing costs. The project scope defines the aspects covered, including a comparison of print, traditional, and social media, as well as their respective advantages and disadvantages. A literature review explores advertising techniques, the evolution of marketing, and the roles of both traditional and social media. The review discusses the limitations of traditional media and the benefits of social media, such as enhanced communication and customer engagement. Examples of companies using both media are provided. The report concludes by summarizing the key findings and implications of the shift in marketing strategies. The report references articles and sources from after the year 2009, identifying gaps in the research and providing a comprehensive analysis of the topic.

RUNNING HEAD: Business Research
Business Research
The shift from print and traditional media to market a company’s products to social media has
improved market penetration and is more cost effective

Business Research 1
Table of Contents
Introduction................................................................................................................................2
Project objective.........................................................................................................................3
Project scope..............................................................................................................................4
Literature review........................................................................................................................5
Conclusion................................................................................................................................12
References................................................................................................................................13
Appendix..................................................................................................................................15
Quality and currency of articles and sources used in the research.......................................15
Identification of gaps............................................................................................................16
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Introduction
Social media has become an important part of the modern society which has taken over the
marketing function of every industry. The invention 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 as it is a fast and cost effective medium for sharing information among
the society. Information available on social media platforms is updated and can be accessed
anytime and anywhere (Rajendran & Thesinghraja, 2014). Print and traditional media is a
one-way mass communication channel which has limited the reaction of people towards the
information transferred from print and traditional media.
With the use of social media, people are allowed to react to the information provided
through social media. With the development of technology, new measures have been
developed which are used for the promotion and marketing of the products, reducing cost and
enhancing the customer base (Salman, et. al., 2011). This report will help in developing a
basic knowledge of the print and traditional media as well as social media for the promotion
and marketing of the products or services offered by the business. This report will also
discuss the comparison between print and traditional media and social media and advantages
and disadvantages associated with both types of media.
Figure 1: Print and traditional media Vs. Social media
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Source: (Social Media, 2012)
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Project objective
The objective is set with a motive to identify the goals which need to be achieved with the
execution of this research project. Social media platforms are being widely used by
businesses for promoting and marketing the products and services. This has contributed
towards the reduction in cost involved in the promotional activities of the business. The
objective of this research project is to analyze the shift from print and traditional media to
social media for promoting the products and services in market, enhancing market share held
by the product or service and reducing the cost of marketing the products or services.
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Business Research 5
Project scope
Project scope defines the aspects which will be covered under this research project. This
research project has been executed with a motive to discuss the shift from print and
traditional media towards social media for enhancing the marketing of products or services.
This shift has enhanced the manner marketing function of the business is carried out. This
project will discuss the different aspects related to print and traditional media as well as
social media. This research will also discuss the advantages and disadvantages of print and
traditional media and social media for the business and for the society. All the references
added in this report are of after the year 2009.
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Literature review
In the words of Odun & Utulu (2016), Advertising techniques or tools are being used by the
businesses for attracting the customers by making them aware of the products or services
offered by the business. Change in the marketing aspects has affected the manner in which
marketing functions of the business are performed. An evolution has been seen in the
marketing sector which led to the change in the tools used for marketing the products or
services. On-demand access to social media can be done as per the need of the business and
society. Business and society can access the information stored or shared on social media
platforms. Buyers are depending on the media for gaining information related to the products
or services offered by the business.
Use of social media platforms has helped businesses by providing business
opportunities for the growth and success. These changes in the marketing aspects have
affected the traditional concepts. Both these forms of media are being used by the businesses
and are competing with each other. Every company is focusing on using social media as a
marketing tool for enhancing market penetration process. Traditional media has limited the
access to information for the business as well as for the customers (Shivarudrappa, 2014).
Increasing use of internet has resulted in the use of the mediums which helps the customers in
getting more engaged in the business and products or services provided by them. The Internet
has acted as a global new medium for the businesses. All these changes in the marketing field
have been identified from the starting of the last century. Previously social media platforms
were used by people for interacting or communicating with each other. Every company
focuses on applying most suitable and effective measures for reaching and attracting
customers. Use of social media is growing with the change in the business environment and
technology (Thesinghraja, 2014).
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In the words of Patil (2011), print and Traditional form of media can be explained as
the one-way communication process which helps in communicating with the society with the
help of television, radio, newsletters, newspapers and other print publications. This form of
media is a non-technological media which is flexible in nature and is a less expensive
medium for communicating with society. Reach of traditional media is limited to these forms
of media are culturally rigid. Print and traditional media have been the source of development
of the different economies. The contribution of print and traditional media for the businesses
is remarkable as the use of print and traditional media has resulted in sharing of information
and transfer of knowledge. Different sections of the society are still far away from the use of
technology and social media platforms. Print and traditional media are used for reaching
those sections of the society. Use of different forms of media is dependent on the
demographic condition of the nation. Various companies are using print and traditional media
for promoting its products among the different sectors of the society. This use of print and
traditional media is getting reduced due to the technological advancements. 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, Sonera a
telecommunication company has used print media for the purpose of highlighting the 4G
wireless speed. Another example is of Nivea, as this company has used print media in an
innovated form. Nivea has selected print media for the promotion of its sunscreen products
with the help of a print advertisement which had a solar panel for charging cell phones
(Oetting, 2017).
Evans & McKee (2010) explained social media marketing as the techniques which are
being used with a motive to target the social networks and applications for promoting the
brand name or products by spreading awareness. With the change in the technology, there has
been a change in the media used for the marketing of the products or services of the business.
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Initially, social media was only used for entertainment purpose but with the change in the
environment, it has been used as an effective marketing tool. Social media platforms have
enhanced the communication process between the business and customer or potential
customers of the business. Social media platforms are being used as a tool for engaging the
customers. Various challenges are being faced by the global businesses and a need arises to
use a medium for reaching a large number of people in minimal time for promoting products
or services. 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 this has attracted businesses towards social media marketing. Companies are capable of
covering the global market with the help of social media platforms. The focus of the social
media marketing is on the customers rather than on the products. Marketing is a tough task
and there is a need to use technologies for enhancing the quality of marketing function
(Cowden, 2014). For example, Oreo has used social media platforms for attracting the
customers towards it. A vine video was created by Oreo in which classic horror films were
presented with cookies (Guest, 2015).
According to Dominick (2009), print and traditional media was widely used by the
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. In print and traditional form of media,
there was no focus on word of mouth as the focus was placed on spreading the brand message
among the society (Mahmud, 2009). On the other hand, social media is a two-way
communication system which promotes interaction between the business and customers.
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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 between the people all around the
globe. With the change in the environment, people have started using social media platforms
for the purpose of connecting business with people and people with business all around the
globe. Social media has played a vital role in the transition of the marketing world. It has
made marketing an effective, efficient and attractive approach (McQuail, 2010).
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. 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 attracted the companies towards the use of social media marketing. These new
opportunities include gaining a large number of followers, providing latest updated
information to the customers, promoting the products offered by the business in an effective
manner, eliminating the additional cost of marketing, dealing with the rising competition and
attracting the customers (Patrick, 2013).
Paquette (2013), stated that 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 and innovative 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. The comparison can be made between the print and traditional media
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and social media on the basis of different aspects. These aspects include cost, time, efforts,
effectiveness, accuracy, reliability, communication process, trust, and feedbacks.
According to Arca (2012), Print and Traditional media is a one-way conversation tool
which limits the interaction between the business and people. This limitation of print and
traditional media has affected the marketing function of the business. The concept of
networking is not present in the print and traditional media. No further discussion can be
made between the customers and business. On the other hand, social media is a two-way
conversation tool which has enhanced the flow of information or interaction between the
business and people. Social media is based on the concept of networking. It is considered as a
pull way strategy has this media is focused on enhancing the two-way communication and
interaction. Social media has provided space and scope for engaging the people in discussion
with the business. 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 (Athey, et. al., 2013).
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 has proven ineffective in comparison to social media. The popularity and demand for
the print and traditional media have decreased with the change in time and technology. It has
been estimated that change in the business environment and technology will overtake the
print and traditional media. 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 (Wright, et. al., 2010).
Print and traditional media help in communicating with the real world. Print and
traditional media include advertising through magazine, newspapers, radio, televisions and
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other print advertising. This form of media can be touched, felt and heard by the customers.
Face to face selling is possible in print and traditional media. Marketers use this form of
media for interacting face to face with the customers, promoting the products and collecting
feedbacks. This form of media is forced on the customers as well as there is no interaction
between the customers and business. 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. It helps in
building communities which have boosted the sales of the business. The only limitation
associated with social media is the dependence on the interaction of the customers with social
media platforms. Social media is an open system with transparency. Social media is used for
one-on-one marketing which is a real time creation adopting a bottom-up strategy
(Edosomwan, et. al., 2011).
According to Sashi (2012), Social media follows a one-on-one marketing strategy
which allows the business to focus on every customer and enhancing the satisfaction level of
the customers. It has resulted in the greater personalization of the content of the message,
visibility of the advertisement and promotes interaction. Customers have the right to make a
selection for receiving the content on the basis of their choice. Social media has made it
possible to interact or communicate with the customers and it is a cost effective approach
which has reduced the marketing cost of the business. 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. Companies are
capable of developing the personalized messages as per the expectations of the customers.
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