The Effects Of Social Media On The Development Of Mobile Technology

In this era of internet marketers, Social Media (blogs, social networks, content communities, wiki 's and podcasts), have largely changed the face of marketing and media. Social media relies on consumer generated content and hence doesn’t conform to the ideals of traditional media where content, both commercial and other, is ‘engineered’ to suit the need of a promoter or seller. (Fernando 2007). This hence is in direct contrast with the traditional promotional mix as consumer interaction and orientation is at an optimum. This medium, in the light of a business communication strategy, is highly conversational, collaborative and credible. This involves opinion makers, journalists, seasoned practitioners and the audience who interacts with one another on a regular basis. (Fernando 2007). This high level of interaction and involvement is devoid in the traditional media and the marketing field as well. Capon and Hulbert have observed that the modern consumer is different: demanding, individualistic, involved, independent, better informed and more critical (2000 cited Constantinides, E 2006). Social Media as a whole provides the

Promotion: promoting product to target market which may focus on acquiring new customers or retaining customers.

* From mass media advertising to more particular (niche) media, which are centered towards more specific target audiences (Magazine, HR 2006).

The advertisement and marketing campaigns have evolved into a complex science. Companies choose to show advertisements at specific times of the day in order to capture the targeted audience in the selected target market. The target market comprises off geographic location, demographics, psychographics, behavioral and product-related segmentations. The targeted audience is composed of individuals from a specific gender, age group, marital status or a combination of factors.

Advertisements are contrived to deliver a message to a targeted audience, or to the people who are most likely to show interest in your product or service. A key to target your audience would be by identifying what fulfills their needs, through grouping or categorizing your audience into different groups. Moreover, targeting the audience by choosing specific demographics, such as: age, in which a product is designed for the young or adults only; gender, where a product may appeal to women only, excluding men and vise versa; income and educational level, such as an ad about a private elementary schools’ registration fees. An alternative way is by considering the personal characteristics of the audience,which includes: behavior, personality,

    In today's society, we as consumers are exposed to media on a daily basis. Beginning the day with a glance at the daily newspaper and finishing the evening with a television program, the average person cannot escape the clutches of the media in its seemingly endless forms. Along with presenting objective information that includes local news, weather, and sports, a main function of modern media is advertising.

In the article, “The State of Social Media,” Martin looks toward the future of so¬cial media and discusses the ample possibilities and potential pitfalls (2015). Social media marketers need to be aware that they are not misleading consumers. Users do not like when they cannot distinguish between ads and content. Misleading ads could backfire on the marketer. Social media sites will need to tackle the challenge of making advertisers happy and keeping their number of users growing. (Martin, 2015). “Mobile will continue to grow at alarming rates and will drive how users consume media. Social will open the door to additional ad opportunities on mobile, and budgets will shift accordingly” (Martin, 2015, p. 23)

At this point we have done product planning, and have identified, defined and profiled the market segments to which we are going to target our product or service. Now we have to communicate our product or service. Marketing communications can be and are broken down as follows: Target, Intensity, Message, Medium, and Economics. This is another framework for doing marketing strategy, and is focused on communications between the company offering the product or service and the buyers of that product or service.

Social media has taken off like a rocket throughout the years. The annoying sound of a modem connecting has turned into a soundless transaction. The wait time to connect is instant, opening a global world of interactions for people. You can now connect with anyone, anywhere at anytime at least once a day. Social media defined by Goyal is “Any platform,which provides the facility of sharing ideas, exchanging information and sending messages over an electronic medium, is considered as social media.” (Goyal,222). This is to include online magazines, Facebook, Twitter, Newspapers,Email, Blogs, YouTube and many more. Advertisers have taken notice to these platforms, utilizing social media to promote their brands, develop trust with the consumer,save money and target audiences faster than ever before.

Technology has shaped our world in a dozen different ways and we see these effects in teenagers of the modern day. Due to this advancement, many have gained access to information and other forms of communication such as social media and we are able to see this through teenagers and young adults of age 12-19. As the years continue to pass by us and the amount of technology increases, we find ourselves with a very decent population of teenagers having some sort of social media profile, ‘75 percent of teenagers in America currently have profiles on social networking sites’ (Huffington Post, 1). As we closely examine the target population, we see ‘14% of teens develop at least one symptom of insomnia’. Could the cause of this be social media and technology? While working on this experiment, we must eliminate ‘hand-bias’ and instead focus on the ‘correlation’ between sleep and technology. In this experiment, we are going to gather two groups: both groups will be in the same age range of 13-19 but instead, one of the groups would not have a social media profile and no technology usage.

Web technology, social media, and “smart phone” allow for a greater sense of independence and self-discovery.

Members of the public from a company’s target group or audience are chosen to express their views about the advertisment before it is published or aired. Media can include television, cinema and radio. This is the communications aspect of

Social media has opened spaces for organisations to establish a direct channel of communication with consumers. It has become an adjunct and a competitor to traditional media and most of the content we consume has become mobile, such as magazines, websites, broadcast, and phones. According to McConnell and Huba, this mobile revolution has enabled and empowered social

When it comes to advertising, the advertising media is an important aspect. Advertising media “are the various means by which the message is communicated to the target market” (Perrault, Cannon, McCarthy, 2013). There are several aspects that an advertiser must consider when choosing the best advertising medium to use, which can change depending on the situation. One way that advertisers can ensure effectiveness in terms of their advertising media is to make sure that they give careful consideration of their promotion objectives, the target markets that they want to reach, the available funds for advertising, and finally the nature of the media (Perrault, Cannon, McCarthy, 2013). The nature of the media includes “whom they want to reach, with what frequency, with what impact, and at what cost” (Perrault, Cannon, McCarthy, 2013). For each of the types of media, however, there are advantages as well as disadvantages.

Target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.