In recent years, the expansion and utilization of emerging media has been remarkable. Jason Karaian explains that the amount of time individuals are exposed to digital media, including the internet, television, or cell phones, has skyrocketed to 490 minutes each day. Lulu Chang estimates that cell phone users spend an average of 4.7 hours per day on their cellular devices, which provides the most exposure to digital media than any other means. The next source that provides the most media exposure is television at approximately three hours and the internet at two hours for those who possess those luxuries.
The more interactive forms of media on cell phones, social media, blogging, and television have acquired more attention by marketers than any other form of media in history. These advertisements can easily be tracked and modified in real-time to adapt to the market and consumer needs. Businesses have been able to more effectively expose potential consumers to their products and services and induce their interaction on their emerging media campaigns. More interactions on the emerging media campaigns means there is an increased likelihood that these companies can upturn sales and profits.
Social media platforms are doing especially well in advertising and marketing revenue since the increased use of emerging media. Facebook is a company that is fully exploited for its marketing advantages. Facebook increased their first quarter profits by 76% to $4.26 billion in 2016 when compared to the first quarter in 2015. The amount of growth for Facebook can be attributed mainly to large and small businesses designing and releasing interactive advertisements on Facebook’s platform. Once an advertisement is released, businesses are able to utilize some of Facebook’s analytical software to properly adjust and focus their advertisement campaigns.
Overall, I believe that using interactive, responsive forms of media marketing through cell phones, television, and the internet are the best ways for businesses to increase profits. Digital media has dramatically decreased the popularity of print media in recent years, which has allowed some companies to fully exploit its benefits. Businesses that are able to fully capitalize on the emerging media efforts will overshadow those who are sticking to traditional media marketing.