Emerging media: a never-ending journey


As technology evolves, methods of communication also change. Traditional media is no longer the most effective way to connect with consumers. The evolving digital landscape has given way  to interactive, two-way communication that can occur at any time and place. With methods such as blogs, marketers can directly engage with consumers.

Given these advances, IMC practitioners can also understand people’s interests and lifestyles in a way that allows them to connect in more meaningful, relevant ways through big data tactics such as targeted marketing (Childress, 2014). Instead of “one-to-many orientation,” new media provides the possibility of “many to many communication,” a concept that “drives the power of social media,” a tool utilized daily by millions (WVU Reed College of Media, West Virginia University, 2016).

These digital consumers include 87 percent of American adults who use the internet, and 68 percent who connect to it via smart phones or tablets (WVU Reed College of Media, West Virginia University, 2016). Research indicates that “every minute, the world’s 2 billion Internet users upload staggering volumes of data to the web: an estimated 200 billion emails, 48 hours of YouTube videos, 684,478 posts on Facebook. And then there’s Tweets, Instagram photos, text messages and blog posts” (Childress, 2014). Emerging media is also especially important in the youth market, a group that has grown up in the digital world.

In addition to social media, consumers are interacting with emerging media everyday with 1:1, personalized advertising. This may come in the form of a text alert from a frequently visited website or live stream online shopping (i.e. LulaRoe/Periscope).

As one scholar suggests, “the future is already here, especially when it comes to presenting highly engaging, personalized, relevant advertising to consumers” (Stocker, 2014).


6 thoughts on “Emerging media: a never-ending journey

  1. Hi Jessica!

    The quote from the scholar is so correct. With many pointing out the the future is now, it is hard to wrap your head around what mediums we will be using 10 or even 20 years from now! I think another great example of emerging media is the IMC program. Some of our parents and grandparents never even had the option to attend an online graduate program or even take an online undergraduate course. It is truly amazing how technology and media have changed our education system. The following infographic does a nice job summing up online education and its success: http://elearninginfographics.com/the-high-value-of-online-college-education-infographic/.


  2. Hey Jessica,
    Great post! I really like this discussion also between you and Olivia and it sparked some interest in me to learn more. Michell Reis (2014) found some information regarding VR and integrating it with education and her findings were surprising. She wrote about how it can help engineering students in the future that are studying STEM subjects. “Studies have shown that close to half the students who study STEM subjects in college end up dropping that major, and one of the common complaints about STEM education is it relies too heavily on theory and doesn’t provide a lot of hands-on experiences to students. Virtual learning through a VR system could open up a new window of opportunity for STEM education, difficult and often mundane content to be presented in a new and exciting way.” I can imagine that this would help most students in these types of fields that need a more hands-on experience that may be difficult to provide. She also went on to add that it can help those that are already out in their fields that would prefer to not be stuck behind a computer and to experience what they are creating.

    Reis, M. (2014, August 27). Could Virtual Reality Be the Nexst Big Thing in Education? Forbes. Retrieved from http://www.forbes.com/sites/ptc/2014/08/27/could-virtual-reality-be-the-next-big-thing-in-education/#12e5bb1c2aa3


  3. Jessica,
    You’ve made some great points. Marketers will have to conform to ways consumers best receive information. It is so interesting to think that the newspaper will be obsolete. Do you think there is a form of media that can withstand the test of time or does society eventually out grow everything?

    Here is link to a interesting article with a infographic on how media has progressed over time http://www.adweek.com/socialtimes/the-evolution-of-social-media-infographic/620911


    • I appreciate your feedback! I think everything will evolve as new technologies emerge. As we learned in our lesson on the IoT, things will soon change dramatically in terms of how we connect with inanimate objects. I can only how “traditional” forms of media, as well as today’s “emerging” will change in the next decade!


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