Impact Of New Media On Advertising

The evolution and rise of new media has changed that way we live, and ultimately has impacted the advertising industry. New media is changing constantly, and has given consumers the platform to become gatekeepers of the media. The Internet has become a place of instant feedback, active participation, and this is due to the popularity of social networking sites, like Twitter, Facebook and Instagram. The use of new media has given consumers the opportunity to be interactive and create their own content, and consumers can now choose what they want to distribute. New media has impacted advertising in such a way that the traditional methods of advertising are not as useful as they once were. Specifically, on the internet and other digital platforms,

By giving the consumer the ability to play the active role in the market, and now consumers can be reached anywhere at anytime. Consumers use new media to participate in social networks, and they can now build relationships with other consumers. The advertising environment has shifted and now consumers can provide their own information on products and services. The Impact of New Media on Customer Relationship by Thorsten Hennig-Thurau et al. discuss the developments of new media, and how it is shaping advertising constantly. New media has changed consumer behaviors significantly, who previously used to passively receive advertising messages, but this is no longer the case. They also note how advertisers can use this changing environment to their benefit and how they can understand consumers changing behavior. Hennig-Thurau et al. explain: “Making use of the opportunities provided by new media requires a thorough understanding of why consumers are attracted to these new media and how they influence consumers’ affect and behavior” Advertisers are now having to examine and take into consideration their relationships with consumers when they want to successfully interact with

Since consumers are bombarded with advertising daily, the last thing they want to see is something they are not interested in. Blending Old and New Media for Advertising Success by Lin Pophal discusses how due to the rise of new media, marketers have to find ways to cut through the clutter of advertising online to deliver an experience that is worth engaging in, and ultimately drive sales. Pophal suggests how advertisers can achieve their ultimate goal stating, “Blending old with new media—digital and analog is a great way to do this. It gives consumers highly memorable, interactive experiences.” The ability to combine different media channels would make for an effective transition for advertisers to get full engagement from