Media: Communication channels through which news, entertainment, education, data, or promotional messages are disseminated. Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet.
Marketing: Communication between the company and the consumer. Marketing is the adaptation of the commercial activities and use of institutions by the organizations with a purpose to induce behavioral change on a short-term or permanent basis.
Media marketing involves the use of media medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet. Nowadays social media plays a major part in our lifes, increase website traffic or attention through social media sites usually by focusing on efforts to create content that attracts attention and encourages readers to share it across their social networks, where it’s called electronic word of mouth (eWoM) – consumers share via the Internet. (Kietzmann and Canhoto, 2013)
Just under half the world’s population is currently on the Internet. Roughly 75% of those people are on social media.
Social networking sites like Facebook, twitter, YouTube, act as e-word of mouth. Social networking sites allow followers/subscribers to “retweet” or “share” comments made by others about a product / service being promoted.
Social networking websites are based on building virtual communities, that allow consumers to express their needs, wants and values, online. Social media marketing then connects these consumers and audiences to businesses that share the same needs, wants and values. Social networking sites also include information about what products and services prospective clients might be interested in.(European Retail Research, 2009)However, companies and businesses will always be bias towards their own products/services. Consumer wants unbiased review/opinion on what they want before they buy, to make sure they are paying for what they expected. Social media sites like YouTube where people share their experience with the product whether it is accurate to the company claim to be. This also allow small business, starting up business to spread awareness of their product in a non-expensive way compare to traditional way of advertising such as TV ads by getting the product review/promote by high traffic channels.
With the invention of social media, the marketer no longer has to focus solely on the basic demographics and psychographics given from television and magazines, but now they can see what consumers like, how they engage online, and what their needs and wants are, through purchase history, wish list, similar products and even personal details. (The Ethics of Social Media Marketing, 2014)Personal sensitive details have been issues on social media, like geo tag, email address, IP address, etc. Where criminals can use that information to their advantage and gain from people. Although companies and government are working to improve privacy, online safety but still a lot of problems exists.
European Retail Research. (2009). Wiesbaden: Gabler Verlag.
The Ethics of Social Media Marketing. (2014). Gutierrez, Mateo
Kietzmann, J. and Canhoto, A. (2013). Bittersweet! Understanding and Managing Electronic Word of Mouth. Journal of Public Affairs, 13(2), pp.146-159.