The Impact of Digital Platforms on Media and Advertising Markets

This report investigates the evolving landscape of media and advertising services, focusing on the competition between digital platforms, particularly social media, and traditional channels like newspapers, radio, and television. It examines the shift in consumer preferences towards online platforms, leading to reduced advertising spending in traditional media. The study aims to illustrate the effects of web-based social networking platforms on media and other traditional advertising channels by examining past trends, the factors driving competition, revenue impacts, and future patterns. The methodology involves a literature review using secondary sources and surveys, both online and offline, to gather consumer perspectives. The data will be analyzed using qualitative and quantitative approaches, presenting findings in graphs and tables to illustrate the impact of digital marketing on the advertising services market and the extent of the shift due to technological advancements.

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

Digital vs traditional marketing 3
Aims and objectives
The core objective of the paper is to illustrate the effect of web-based social networking
platforms have on media and other traditional advertising channels, however the following are
the objectives that will justify the core research of the paper
i. To examine past patterns in regards to the utilization of social media and their related
issues.
ii. To concoct data about what initiated rivalry among social media platforms and media
and other advertising service markets in general
iii. To discover how the rivalry has impacted the revenue generations of tye tradition
advertising channels
iv. To figure out the future patterns inside this essential area in the general public
Methodology
Literature Synopsis
The use of auxiliary sources of data will be efficient through identification of the previous
studies done by experts on the effect of web-based social networking platforms have on media
and other traditional advertising channels. The importance of these new platforms, as well as the
impact they are currently having, will be discussed. Nevertheless, the traditional platforms which
are the media and advertising service markets were based on a controlled and regulated
ecosystem that has been disrupted which will be discussed and expounded through the use of
these sources which will obtained from online secondary sources and libraries such as google
scholar

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Data series and Surveys
Keeping in mind the end goal to get an unmistakable point of view of the situation affect, a
progression of information will be gathered and the survey will be conducted both offline and
online to record consumers view towards the modern digital marketing versus the traditional
digital market (Ott & Longnecker,2015).
Qualitative approach: consumers or participants will be provided with a series of
questionnaire and forms which will be distributed to them through online surveys both
offline and online. This data collected will be essential in analyzing the various
perception of social media impacts on the traditional advertising services markets
identifying the extent of the drastic shift due to advanced technology (Creswell &
Creswell, 2017).
Quantitative approach. The data obtained will be illustrated through the use of graphs,
tables and charts. According to Creswell and Creswell (2017), the data collected will be
essential in analyzing the various perception of social media impacts on the traditional
advertising services markets identifying the extent of the drastic shift due to advanced
technology

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Reference
Ott, R. L., & Longnecker, M. T. (2015). An introduction to statistical methods and data analysis.
Nelson Education.
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed
methods approaches. Sage publications.
Berman, R. (2017). Beyond the last touch: Attribution in online advertising.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, 17-21.