SOCIAL MEDIA & MARKETING 4
The Impact of Social Media on the Marketing World
Marketing before the advent of digital media in general and social media in particular
followed fairly a fairly standard process. While there were social media platforms prior to
February, 2004, it was the rise of Facebook that truly redefined the online social sphere and with
that redefinition offered businesses a new way to connect to their target market segment.
It is no surprise that as the major form of prevalent media has evolved throughout the
decades and centuries so too has the way that companies utilize its advertising capabilities.
Through newspapers, television, and into the online digital space, successful marketers have
been quick to capitalize on the media method that is reaching most savvy consumers. In 20th
century marketers focused their best efforts on television advertising.
In the food and beverage industry, this was seen in the targeting of small children to get
the children’s caretakers to buy whatever the product was. Commercials aimed at drawing
children in with bright colors and cartoonish characters were prevalent all over the cable
channels. Previously to the rise of television advertisements could be seen in periodicals,
newspapers, brochures, and pamphlets. With the rise of social media and streaming platforms
such as Hulu and Netflix, advertisers have had to rethink their marketing strategy. Netflix offers
no commercials when viewers are streaming their services. Hulu offers short, ninety second clips
that often squeeze four commercials into one, and generally at least one of those tends to be a
promotion of one of Hulu’s other movies or series. The ability to hook parents through their
children is dampening as less children are watching traditional cable channels and, as a result,