Those who have studied Communication and Media are surely similar with the phrase, ‘The medium is the message’, introduced in McLuhan’s book Understanding Media: The Extensions of Man in 1964. McLuhan implied that it was the impact of the medium itself that mattered most, not the content it conveyed to its users. The statement has become an everlasting representation of media engagement. But what about its effects on Marketing and how marketers make use of this ‘maxim’ to advertise their products?
In today’s world, the marketing marketplace is extremely challenging. In fact, a wide range of advertising companies has been recruiting many highly qualified marketing experts to ideate creative adverts so as to introduce a certain product to the customers. Nevertheless, there have been so many ad agencies around the world (there are more than 120,000 agencies in the US alone, including digital agencies, PR firms, design studios and research firms). Therefore, it is no doubt that a lot of them have been advertising for similar or even the same types of products, which leads to market saturation. By that I mean, the products being advertised by various firms have become distributed within a market. Customers themselves have multiple choices of choosing products from whichever companies they want to buy since there is barely any difference among those products . It is when marketers realise that, they should rather work on how they introduce the products than focus on their main use in order to attract customers. Marketers know that their audience will respond to the exact same message in different ways depending on the medium. While the level of saturation can depend on other factors such as consumer purchasing power, competition and prices, marketers still can highlight their product branding by applying technology.
With the development of the Internet, people spend more time online. Taking advantage of that, marketers use social media platforms as a catalyst for fast, convenient approach to their audience.
As a medium of communication, Twitter allows users to convey brief messages to hold attention of readers, which helps them not to get overwhelmed by the lengthy detail of a product. Facebook, the most popular social media platform in the world, with over 1.86 billion monthly active users in 2016, not only acts as a means of sharing business information but also creates interactions among users around the globe. Instagram, a platform that helps its users approach to source of information in the form of visual content. And there are many more media platforms that function differently but for the same purpose: to deliver message to users. Depending on individual’s interests, marketers determine which medium will be effective to convey the message.
So the bottom line is, no matter what the product’s content that marketers decide to introduce to the customers/users, they need to focus on making a suitable medium to impart it as well. It is the ideal marketing plan to me.
HOW ‘THE MEDIUM IS THE MESSAGE’ WITH SOCIAL MEDIA, Tabitha David, July 6th 2016