Information Technology Applications in Marketing Essay

Information Technology Applications in Marketing - Essay Example This is because digital media has numerous advantages like: search ability, speed, marketing interface and perhaps most importantly, data feedback. Digital media, therefore, transcends the constraints posed by physical media and incorporates the best of personal interactivity. More importantly, digital print has been known to reduce incremental cost of production, as well as, that of content acquisition and distribution. The reason why print media is dying is because every newspaper pays writers to acquire publishing content. This makes it difficult to compete with digital media, since the latter provides free content. In the past, printed media was the most influential platform for acquisition of information since there was no other basis of doing so. At the present time, numerous individuals have resorted to electronic media like websites, e-newspapers, and online television, among others. This has led to a huge drop in newspaper circulation for the past ten years. However, this do es not mean that print media is completely obsolete because up to today there are loyal readers that prefer to get news from newspapers and other print media (Reid, n.pag). This is a notion opposed by Josefowicz (n.pag)who insists that print media is bound to die owing to poor reception and increasing popularity of digital media at all societal levels. The principal sector likely to bear the brunt of print media deterioration is that will journalism. A journalist is forced to acquire distinctive information because the internet is a threat for print media. Despite the extensive efforts of acquiring information, it is made available to people who can easily access or even download it for free. For this reason, the print industry has to lower its cost in order to sustain competition in the news industry, and this will inevitably cause its failure and that of journalism. People have always paid for monthly subscriptions for newspaper or other print media like magazines. Currently, howe ver, individuals can acquire information free of charge from the internet, a principal predicament that is shaking the print media companies financially, because they do not have the capability to offer free information. However, as Josefowicz (n.pag) states, the internet is the big problem, but in some cases it can be utilized as a solution. Print media companies can earn revenue by borrowing the internet’s business model for increasing advertising. Nevertheless, print media is still effective and in some cases it holds a variety of advantages over digital media. For instance, print media offers tangibility, an element not available in digital media. This is crucial; magazines or newspapers can be preserved for future reference, while it is possible for internet advertisements or information to get lost into the cyber space under circumstances like virus attacks. Additionally, print media has credibility owing to its sense of legitimacy. This is due to the fact that informat ion is acquired by competent journalists, and is reviewed by editors before being unveiled to the public. This is unlike in digital media where virtually everyone can gain access to information and deliver it in a manner that lacks credibility. Content Marketing Content marketing refers to a promotion method of collecting as well as distributing