How Unconventional Media Has Changed the Dynamics of Marketing

Topic: Marketing and Media- and their evolution

How Unconventional Media Has Changed the Dynamics of Marketing

December 6, 2016

The introduction of unconventional media, particularly social media, cuts across all socio-geographic boundaries, which were the shortcoming of the conventional media, and now have become an instant hit amongst marketing and business professionals and helps them communicate effectively with the consumers. Consumers are no longer passive, and desire instant gratification. Conventional medium of marketing (print, tv, radio, etc.), although not irrelevant, are no longer enough. Moreover, with the convergence of the internet, radio, tv, phone, the game has changed and marketers have much more freedom in adapting to the new way people are now communicating, connecting, and processing information.

One of the most noticeable changes is that marketing has become much more “conversational and unconventional” in nature. Social media has empowered individuals by giving them a voice.  The traditional media was impersonal, and now it has become a compulsion for marketers to engage with its core audience through open discussion, media sharing and relationship nurturing. Marketers constantly must be creative with the content and information they create and in the way, they share it. Unconventional media looks for the need, understands it, and strives to meet it. The goal is to grab the attention of the users and keep it cultivated by developing a good personal rapport with them. Unconventional media has communications to be a real-time and direct between businesses and consumers that can be more responsive, efficient, resourceful and helpful.

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