How Can Marketing Be Used in Media Industry - Assignment Example

How can Marketing be used in Media Industry? Marketing shapes up the media industry in more ways than one. This has been discussed through different research modules and panel talks. It is for this reason that the media industry is seen as a positive entity because marketing brings satisfaction within its domains. It is also a fact that marketing nearly covers all angles of media propagation – reaching out to newer markets and expanding upon the already covered territories. Since the world of media is stretching out to different areas, regions and zones, it is important that marketing is seen as a major force because it creates more customers, turns more heads in its way and improves ratings overall. Marketing is therefore the linchpin when it comes to gaining an understanding of the media industry. The media industry must give credit to the marketers and advertisers because they are the ones who bring in value for the sake of the related industrial domains. Since marketing is proactively driven, its goals and objectives need to be analyzed, understood and replicated to rake in positive results all the way. This paper shall make use of the important pointer of marketing within the media industry and how marketing has been able to diffuse the tension amongst the related media outlets of late. The limitations that marketing can come up with are also highlighted here in a proper way because then again there are pitfalls to every side of the story. This paper takes a keen look at marketing and how it is used in a proper manner within the media industry tenets. How marketing can be used within the media industry in a general capacity is something that will be discussed here. This is significant to understand because marketing finds the exact ways and means through which media can be handled and alternatives to reach out to people are envisaged. This is needed because media speaks to people in their own language and marketing is something that forms up the language itself. There is immense importance on what is being said and how this is being dictated goes directly on to the shoulders of the marketing and advertising fraternity. The media industry should always be grateful to the marketing realms because marketing caters to the differing needs of the time and addresses issues which would be left unheard of had marketing not been present at all. The marketing angle is therefore of significance because it touches upon quite a few pointers which would echo the basis of media and its different outlets and avenues. The marketing angle is pertinent also because it takes care of the media perspectives which are being consumed by people in different proportions and quantities. Marketing is therefore a much talked about entity because it shapes beliefs and touches the hearts of the people through the media vehicles, avenues and outlets. The need is to understand how this relation has been built over a period of time and the kind of genuineness that has come about more often than not (Good, 1995). The manner in which marketing can be used within media leaves a lot to be desired. If all the touch points of marketing are made use of adequately well, there could be a great deal of learning within the media circles, and best case examples would be determined, but sadly this is not the case in the time and age of today. However, what is happening now is also due to the study domains and research mechanisms which have already been put in place, as far as the media industry is concerned. Then again, there are certain limitations that marketing can have within the media industry and which need to be understood in proper contexts. This is because the marketing premise sometimes fails to establish its truest basis, and hence the reason that there are certain ambiguities which come about every now and then. These limitations are due to the thinking ideological basis of the people attached with the media industry or the marketing realms. They believe that it would be immature on their part to cater to people without analyzing the kind of market they are looking forward to enter. These entry limitations are therefore banking a great deal on how people believe marketing to play a solid and constructive role within the media industry and how it eventually shapes up within the related settings. The limitations therefore need to be analyzed in proper accordance of how things must be resolved and then certain alternate perspectives should be devised so as to make sure that the media benefits from the due role of the marketing angle. These limitations are also because the government of a certain country would not allow its complete role to get manifested and hence the reason that the media industry suffers as a result (Hammer, 1999). But then again, there could be a number of reasons that need to be discussed and which must be highlighted as and when the time comes by. The need of the hour is to find out the exact reasons which could limit the marketing scope within the media industry and to plug the gaps that have arisen from time to time. The benefits that could be brought by marketing within the media industry comprise of the proper documentation of tasks and activities, and the ways and means through which right mix of audiences are tapped. This means that the benefits are dependent on how well marketing has been analyzed and further on incorporated within the realms of the media. The media industry is therefore dependent on the good and positive points that surround the marketing domains because marketing does bring in results more often than not. The need is to understand where the proper manifestation is possible and how the negativities could be kept to a minimal. Then again, it is significant that the media industry does not weigh in any less the probability of success or failure attached with the element of marketing in the real sense. This will mean anarchy of sorts because marketing can just do so much at the end of the day. A realistic angle would indeed be the way to go about doing things, and more so when the talk goes out loud regarding the media industry and its repercussions and aftereffects on the people who hail from varied cross-sections of the society. The disturbing bit about the benefits that marketing can bring in within the media industry surround the comprehension that it is often made out a little too much which is unfortunate to state the least. Marketing should always be estimated in a quantifiable manner because it can do what it can actually deliver without going over the top. This is a realistic angle which must be understood by the people who believe in drawing up the benefits of marketing within the media realms. When marketing tools are made use of within the media industry, the disadvantages and difficulties are immensely significant to partake and understand. This is because some marketing tools are undecipherable by the media and hence the element of wastage is one big disadvantage that can arise with the passage of time. Another aspect surrounds the people who are clueless regarding the marketing tools and would not care to use them due to lack of knowledge on their part. This is one huge issue that has surfaced ever since marketing has known to be a basic premise of the media industry. The gurus within these media industry tenets need to realize how to educate the individuals and grab the extent of success that is attached with marketing in the most basic sense, so that a sense of optimism does come about as and when required. The marketing tools therefore need to be understood properly by one and all before they could be made use of within the media industry (Neus, 2007). However, this is easier said than done because the media industry usually employs individuals who are hard working and who have the knack to get things done on the go. They do not rely much on individuals who are adept at understanding the nuances related with the marketing and the tools that are associated with marketing. Therefore the gap so arises and it becomes difficult to take care of any such issues which come up every now and then. The requirement therefore is to find a way where such problems could be analyzed, understood and adequately addressed so that anomalies remain minimal. To spread information through the media, marketing is employed because it is indeed one of the best platforms to make the perfect use of media. This involves the articulate usage of advertising, public relations and other sub-fields of marketing which have come to the fore. Also the ever-developing tenets of social media which have hit the media like never before are analyzed and highlighted for all the right reasons. The need is to understand how media can make use of marketing in such a way that there is immense growth and development across the board and people get to know a lot of things up close and personal, and without any glitches whatsoever. The confusing element is also addressed which is an important point that needs to be considered nonetheless. The requirement therefore is to find out where marketers need to keep their complete concentration and boost the basis of media in the long run settings. Spreading information through the media is a useful exercise because people get to know a great amount of news and press reports, and when marketing is employed tactfully, it takes care of the products/services which are being targeted towards customers in a set market across the board. Also finding correct media vehicles and outlets is needed as it is essential to know in what capacities the marketing angle is being manifested (Malmelin, 2009). If such understandings are found out right in the beginning, then it becomes easy for all and sundry within the media avenues and circles otherwise there are a number of problems that surround such individuals within the media fraternity. The balancing act must come from the top as this is the basis of determining how information is spread and how it reaches the right and intended target audience. There are certain media types on which marketing is deemed as the most important one. One such medium is the television which is hailed as the platform that boosts the business like none other. Then again, there are merits and demerits of television, and this must be analyzed in proper order. Since television is viewed by people of all ages, it becomes very easy to use the element of marketing to attract the attention of individuals. The media industry depends a great deal on how marketing is done on the television and the consequences of it actually decide the course of action for newspapers, magazines, radio and outdoor media. This is the reason why television takes most of the marketing share whenever a campaign is being run on the media. Television is also assisted by other media forms but to this day it has not been able to get surpassed by any other form. This is the reason why it is the medium of choice for a number of marketers and advertisers alike all over the world. Also the fact that marketing is easily decipherable by media entities makes it an even better catch for the media industry. The media gurus know that since television is being viewed by one and all, the different campaigns that come under the aegis of marketing and advertising will be priced on the higher side (Cahill, 1995). This is the reason why many marketers and advertisers choose television as the sole medium if they have the budgets to cater to a specific audience or to different cross-sections of the society. The results speak for their own selves, as has been proven with the passage of time. This is one of the prime cases why newspapers, magazines, radio and outdoor forms of media are losing out on meeting their targeted profits because television takes the king’s share always. Marketing seems effective to have direct impact on the quality of media when the chosen target audience is indeed the ‘right’ mix of people for which the marketing domains have been chosen. Even though this is difficult to ascertain, yet there are options and pathways to find out whether or not this will add value in the long run scheme of things. The manner in which effectiveness is gauged over a period of time is important because media is being perceived by a number of people on a regular basis and there is absolutely no looking back once a particular marketing campaign or activity has gone on air, in print or installed outdoors (Rodgers, 1991). Therefore marketing is effective when the marketers have done their homework well and know that they have hit the exact touch points which were supposed to be tapped in the first place. The manner in which these areas are zeroed in is always important because it mentions quite a lot of things and most significantly the impact on the quality of media that is being used nonetheless. Therefore the manner in which marketing is employed dictates quite a lot on how media will be seen by people at large. If the marketing angles are left uncovered and the quality seems missing from what is being targeted towards the people, then there would be a number of anomalies which can come about time and again. The need is to comprehend where the shortcomings are and how these can be plugged at the very earliest. The quality factor remains pivotal because it is the basis of achieving success at the end of the day. Some people might believe that marketing is not the best tool of distribution within the media, but the fact of the matter remains that it is indeed so. The marketing domains take care of a number of factors within the media which can always be tweaked to suit the audiences and markets. The need is therefore to find a way through which success can be achieved within the related ranks without any difficulties as such. However, this is not always the case and there are pressing issues when one understands the due role of the marketing being the best possible tool for the media realms. There are indeed differing viewpoints but what is essentially true is the fact that media has to be comprehended as a whole before marketing can be seen as a positive or negative tool of distribution for the same. The media product takes a great amount of input from the marketing tool because this tool echoes the sentiments of the people at large and caters to their needs, wishes and desires all the same. The media product therefore is a result of this tool because marketing is one of the most quintessential factors behind the formation of the media in the first place. The facts that can be used against the marketing premise arise when there is lack of understanding with regards to the role of marketing within the media product. This is because marketing is often times seen wrongly and misinterpreted to suit the whims of a number of people. The facts are also prominent when the marketing premise is perceived wrongly and taken for aspects which are not related with marketing in essence. It is a given that marketing is the basis of achieving success for the media product but when there are confusions within the people, then there are periods of losses in terms of gaining profits (Cravens, 1995). Therefore the media industry needs to understand that the marketing dynamics should be handled in an easy going way and the marketers and advertisers must be encouraged across the board without a reason. The marketing premise is dependent on the media industry and the media industry in return depends a great deal on how marketing will be deployed within its aegis. The marketing angle therefore needs to be respected across the board. In the end, it must be understood that marketing has a fair enough role within the media industry and there is absolutely no denying this fact at all. The limitations and benefits of marketing within the media industry are varied but must be comprehended in due accordance of the situation at hand. The marketing dynamics are changing with the passage of time and the marketers are doing their utmost to make the relevant adaptations as and when the need arises. The marketing regimes can be used to spread information through the media and this is the reason why it is hailed by people in different parts of the world. Also the different marketing tools that are made use of within the media shall be analyzed beforehand so that the marketing domains are understood and their adoption is scrutinized (Franzak, 2008). The go-ahead should always be given once the marketing angles are discerned and deciphered adequately well by the media teams, marketers and advertisers. The need is to find out which model suits the media industry more and which ones can be discarded to avoid any kind of wastage which might arise at any given time. When these elements are understood properly, then only one can go through the remaining aspects related with marketing when it is used within the media industry. Similarly, the media can tie its efforts to go hand in hand with the marketing ideologies because these are significant to determine at the end of the day. All said and done, the marketing facts will remain very pivotal for the media product because these are covered in a comprehensive way. The effectiveness of marketing within the media industry is similarly a notion that cannot be denied its due right, and for a number of reasons best known to the media industry, the media gurus, the marketers, advertisers and so on. Works Cited Cahill, Dennis J. The managerial implications of the learning organization: a new tool for internal marketing. Journal of Services Marketing, 9(4), 1995 Cravens, David W. The network paradigm and the marketing organization: Developing a new management agenda. European Journal of Marketing, 29(3), 1995 Franzak, Frank J. Nurturing an effective creative culture within a marketing organization. Journal of Consumer Marketing, 25(3), 2008 Good, David J. Expert systems in the marketing organization. Industrial Management & Data Systems, 95(4), 1995 Hammer, Michael D. New media in marketing redefine competitive advantage: a comparison of small and large firms. Journal of Services Marketing, 13(1), 1999 Malmelin, Nando. Towards sustainably managed media organizations: reflections on the future of responsible business in media industry. Business Strategy Series, 10(3), 2009 Neus, Andreas. New business models for the new media world. Strategy & Leadership, 35(4), 2007 Rodgers, George D. Strategic Planning and Sales Teams. Journal of Business & Industrial Marketing, 6(3/4), 1991 Read More