ISBN: 978-81-962971-5-2

CHAPTER 9

THE ROLE OF MEDIA MANAGEMENT IN THE MARKETING

OF A BUSINESS

Rashmi Sachan1
Assistant Professor, Department of Commerce,
Lucknow Public College of Professional Studies, Lucknow, U.P., India

Sweety Jain2
Assistant Professor, Department of Commerce,
Lucknow Public College of Professional Studies, Lucknow, U.P., India

Saloni Agrawal3*
Assistant Professor, Department of Management,
Lucknow Public College of Professional Studies, Lucknow, U.P., India
*Corresponding Author- [email protected]

KEYWORD ABSTRACT

MEDIA
MANAGEMENT, Media management plays a pivotal role in shaping the
PRINT MEDIA, success of modern businesses, particularly in the realm of
TRADITIONAL marketing. This paper explores the multifaceted functions of
MEDIA, media management and its significance in crafting effective
DIGITAL marketing strategies. It delves into the dynamic landscape of
MEDIA, 2OVER- media platforms, analyzing their influence on consumer
THE-TOP (OTT) behavior and brand perception.

Through a comprehensive review of literature and case

studies, this research highlights the strategic importance of
aligning media management practices with organizational
marketing objectives. It examines the synergy between
traditional and digital media channels, emphasizing the need
for integrated approaches to maximize reach and engagement.

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Moreover, the paper discusses emerging trends and challenges

in media management, such as audience fragmentation and
algorithmic biases, and offers insights into adaptive strategies
for navigating these complexities. Ultimately, this study
underscores the indispensable role of media management in
driving business growth and competitiveness in today's
hyperconnected marketplace.

9.1 INTRODUCTION

The role of media management plays a very important role in today's digital age of
business. There is a lot of strategic planning in media management. Execution of
planning and optimizing media assets in a good way is the most important part for
an organization so that it can achieve its goals to reach the target audience. Media
management in a business can be defined as handling different types of media
systematically and strategically so that we can achieve the goals. A wide range of
technologies are used in the process while doing it and by performing activities that
help organizations to organize, create, store, distribute, and analyze efficient media
assets. These media assets include video, audio files, presentations, graphic images,
social media posts, articles, blocks and other digital contents. This approach plays a
crucial role in media management to develop marketing strategies and achieve
market goals.

9.1.1 MEDIA-MEANING

Media is the plural form of medium, which describes communication that is used to
distribute data in the society. This can include anything from printed paper to
digital data, encompasses art, news, educational content and numerous other forms
of information. Media includes all channels of communication, everything from
ranging a phone call to the evening news on TV.

9.1.2 WHAT IS MANAGEMENT

Management refers to the process of managing and controlling things or people. It

refers to doing the right thing at the right time. It is a process of planning,
organising and controlling all the resources related to the business to achieve the
determined goals in the most effective and efficient manner.

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9.1.3 MEDIA MANAGEMENT

Media management, a discipline of business administration, describes and

identifies operational and strategic problems in the media enterprise leadership.
Media management is the process of organising, storing, and distributing numerous
types of media content efficiently and effectively. Media content can include digital
assets such as images, videos, audio files, documents, and more. The organisations,
businesses or individuals who deal with the large number of media files on a daily
basis, require media management.

9.2 MEDIA TYPES AND CHANNELS

Media Types and channels refers to various means of communication through

which information is circulated to the target audience. Media channels and types
play a very crucial role for the organisations and individuals to communicate with
the target audience. Media can be divided into following types-

9.2.1 TRADITIONAL MEDIA (TELEVISION, RADIO, PRINT)

Traditional media refers to the conventional forms of communication that have

been used for decades to transmit the information, entertainment to the mass
audience. Traditional media offers several advantages including credibility, wide
reach and tangible presence.

These media formats play a significant role in today’s media landscape besides the
emergence of the digital age of media. Traditional media includes-
 Print Media-
o Newspapers
o Magazines
o Brochures and Flyers
o Newsletters
 Broadcast Media
o Television
o Radio
 Outdoor Media
o Billboards
o Transit Advertising
 Cinema

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9.2.2 DIGITAL MEDIA (SOCIAL MEDIA, WEBSITES, BLOGS, EMAIL)

Digital media includes any type of content which is created, distributed and
consumed electronically. It includes a wide range of formats and channels and has
become increasingly prevalent in the modern world. It has several advantages
including real-time interaction, rapid distribution, audience targeting, and the
ability to track user engagement and analytics.

It has transformed the way people access information, communicate, and entertain
themselves, making it a pivotal part of contemporary life and business. Digital
media includes:
 Social Media
 Websites
 Blogs
 E- Mails

9.2.3 EMERGING TRENDS (PODCASTS, INFLUENCER MARKETING)

Media channels are subject to rapid change according to the customer needs,
preferences, industrial development and evolving technologies. Emerging trends in
media includes:
 Podcasts
 Influencer Marketing

9.3 THE ROLE OF MEDIA MANAGEMENT IN BUSINESS MARKETING

9.3.1 ENHANCING BRAND VISIBILITY

Media management employs a multi-channel approach to reach a varied audience

via numerous channels such as television, radio, social media, search engines, and
websites. This strategy focuses on targeted messaging, consistent branding,
strategic content creation, search engine optimization (SEO), social media
engagement, influencer partnerships, paid advertising campaigns, public relations,
media coverage, event participation and sponsorships, user-generated content, and
adapting to emerging trends. Media managers establish recognized and memorable
brand identity by producing communications that engage with the requirements and
interests of the target audience. Media management raises brand visibility and
generates a community of dedicated followers by actively engaging with the

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audience on social media, collaborating with influencers, and executing paid

advertising campaigns.

9.3.2 BUILDING BRAND IDENTITY AND CONSISTENCY

Media management is critical in developing brand identity and consistency by

effectively communicating messaging, graphics, and values across all media
platforms and touch points. It entails defining brand guidelines, maintaining
consistent messaging across platforms, maintaining the brand's visual identity,
aligning content creation with the brand's values, personality, and messaging,
coordinating marketing efforts across channels, adhering to tone and language,
maintaining quality control, overseeing social media profiles, and creating visual
content that resonates with the brand's design guidelines. Regular audits and
feedback are undertaken to discover inconsistencies and develop the brand's
identity. Media managers also educate internal teams, stakeholders, and partners
about brand principles and the necessity of consistency. In a competitive climate,
adapting to trends and cultural developments is crucial for maintaining consistency
and remaining relevant.

9.3.3 Targeting the Right Audience

Media management is critical for reaching the correct audience through the use of
various methods and instruments. Audience research, segmentation, data analytics,
personal development, platform selection, keyword research, social media
targeting, geo-targeting, behavioural targeting, retargeting, content personalization,
influencer collaboration, and A/B testing are just a few of the techniques available.
Media managers can effectively reach and engage with the target audience by
conducting thorough research, data analytics, persona development, platform
selection, keyword research, social media targeting, geo-targeting, behavioural
targeting, retargeting, content personalization, influencer collaboration, and A/B
testing, maximising return on investment and creating a more meaningful and
engaging brand-customer relationship.

9.3.4 CUSTOMER ENGAGEMENT AND INTERACTION

Media management helps in building meaningful ties between the brand and its
audience therefore enhancing customer engagement. By maintaining an active
social media presence, providing real-time responses, and creating engaging
content, media managers create personalised communication, interactive
campaigns, storytelling, user-generated content, live streams, webinars, feedback

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collection, community building, influencer collaborations, and staying up to date

with social media trends. These approaches not only promote consumer loyalty and
contentment, but they also contribute to the company's overall reputation and
success. By emphasising these tactics, media managers create an environment in
which customers feel appreciated, heard, and linked to the brand, contributing to
the company's overall success.

9.3.5 DRIVING SALES AND CONVERSIONS

Media management is key to improve sales and conversions by using techniques to

raise awareness, engage and drive traffic. Examples include targeted advertising,
enticing content, calls to action (CTA), landing pages, retargeting campaigns, email
marketing, social proof, limited time offers, interactive content, ecommerce
integration, funnel optimization sales, analytics - and test data as well as A/T-B
tests of these methods. Media managers can reach the potential customers, most
likely to be interested in the products or services they offer, targeting specific
demographics, behaviours and interests. Media managers can effectively guide
prospects through the buyer's journey by strategically placing calls-to-action,
landing page optimization, campaign retargeting, email marketing, social proof,
limited-time offers, interactive content, and content integration.

9.3.6 MONITORING AND MEASURING MEDIA PERFORMANCE

The media management is critical for assessing and monitoring corporate

performance. To coincide with corporate goals, key performance indicators (KPIs)
are developed and tracked, while data analytics technologies provide useful insights
into user behaviour, traffic sources, and conversion paths. Goal tracking,
conversion tracking, A/B testing, social media metrics, ROI analysis, sales and
revenue tracking, customer journey analysis, competitor analysis, dashboards and
reports, and continuous monitoring and iteration help businesses make informed
decisions and improve their marketing strategies.

Analysis of KPIs can help the media managers to evaluate the most successful
marketing initiatives, accelerate business growth, and improve campaigns for better
results.

By continuously monitoring and iterating, Media managers can adjust to market

changes and optimise ads.

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9.4 LEVERAGING DIFFERENT MEDIA CHANNELS

The use of different media channels is a central aspect of effective communication

and marketing strategies. Using a variety of media channels, can help businesses in
reaching a larger and more diverse audience, increase brand awareness, and engage
with your target audience in a variety of ways. Let’s see different type of strategies
helpful in reaching the audience:-

9.4.1 TRADITIONAL MEDIA STRATEGIES

Traditional media strategies can play a key role in marketing a business by reaching
large and diverse audiences through offline channels. While digital media is
growing in popularity, traditional methods still offer a number of benefits that can
contribute to an overall marketing campaign.

9.4.1.1 LARGE AUDIENCES

Traditional media such as television, radio, and print media can reach large
audiences that do not often explore things online. This is particularly useful for
demographically-focused businesses that may not be heavily involved with digital
platforms.

 Credibility and Trust: Traditional media can bring credibility and legitimacy
to a business. A presence in reputable newspapers, magazines or on
radio/television can strengthen the brand image and build trust with potential
customers.

 Local targeting: For local businesses, traditional media allows for precise
geographic targeting. Local newspapers, radio stations, and community events
can help you connect effectively with the local audience.

 Brand awareness: The enormous reach of traditional media can quickly

increase brand awareness among a large part of the population. Continued
presence through radio or television advertising, billboards or print ads will
help ensure that brand is recognizable.

 Visual and acoustic impact: Traditional media appeal to many senses. TV and
video spots combine visual and acoustic elements into an unforgettable

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experience. Radio activates the sense of hearing, which can be helpful in

storytelling and conveying emotions.

 Tangible Marketing Materials: Print media offers tangible marketing

materials such as brochures, flyers, and newspaper ads that customers can keep
and read, increasing the likelihood that their message will be remembered.

 Less digital clutter: When the audience is saturated with digital advertising,
traditional media can help the message to stand out. Some customers may want
a break from online advertising.

 Reach a niche audience: Some niche publications, radio shows, or events

target specific industries or interests. Through audience segmentation,
companies can dig deep to identify subgroups within a general audience and
can target them with more tailored messages. Therefore traditional media can
be used effectively to reach the niche audience.

 Interact with older audiences: In a study it has been proven that older
audiences are more receptive to traditional media. If the target audience is
seniors, traditional channels may be more effective.

 Event Promotion: Traditional media is effective in promoting events such as

store openings, product launches, and community activities. Few examples of
offline promotion are billboards, handouts, broadcasting and cold calling.

 Personal Connection: Traditional media can create a sense of personal touch,

seeing a familiar face in a print ad can evoke emotional emotions in customers.
All the information transferred through traditional media goes through multiple
layers of fact checking therefore it is considered to be more relevant and
authentic.

 Complementary strategy: Complementary strategy is where the company uses

existing knowledge to develop a new one. Traditional media and digital media
can act synergistically. For example, a TV ad might encourage viewers to visit
your website or engage with you on social media.

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 Fewer technical hurdles: Traditional media does not necessarily require an

internet connection or technical skills. This includes personal touch and direct
selling so it is easier to interact and convenience people on an individual basis.

 Capture Downtime: Traditional media include all the outlets that existed
before the internet therefore it can reach customers during downtime, e.g. when
driving a car, reading a magazine or listening to the radio.

9.4.2 DIGITAL MEDIA STRATEGIES

Also known as Digital Strategies. These are important parts of modern marketing
efforts, providing a powerful set of tools and tactics which help businesses connect
with their audiences, build brand awareness, retain customers, and increase
conversions. Let’s see how digital media strategies can benefit your business:

 Global Reach: Digital media enables the seller to instantly reach audiences and
bring the product to be part of the world that needs it or wants it more than the
company’s home market. It breaks geographic barriers and expands the market
reach beyond traditional borders.

 Targeting: Digital platforms use to specifically target ads which allow

businesses to accurately target audiences based on demographics, interests,
behaviours, and more. This gives a sense of satisfaction that the post is reaching
the right people, increasing the chances of engagement and conversion.

 Cost Efficiency: Digital media often offers lower costs than traditional media
channels. For example email campaigns, social media interactions and posts,
and website content cost you nearly nothing to produce. This is especially
beneficial for small businesses and startups with limited budgets.

 Real-time engagement: Interactions on digital platforms are instantaneous..A

data-driven technique can be used for momentarily personalising a client's
experience is real-time customer interaction. It necessitates an awareness of
their purchasing history, preferences, and situational factors. Businesses can
interact with their customers in real time via social media, chatbots and
comments to improve the customer experience

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 Data-driven insights: Digital media offers detailed analytics to accurately

measure campaign performance. Data driven marketers can analyse what
customers buy, how they react to ads and how they behave this will help in
forecasting customer’s future needs, desires and behaviour.

 Personalization: Digital media enable personalised marketing messages,

tailored to individual preferences and behaviours. The collection and analysis of
data through website analytics, email and social media marketing can help in
increasing customer loyalty and retention.

 Various Content: Organisations can use a variety of content formats including

text, images, videos, infographics, podcasts, webinars, and more to target
audiences with different preferences.

 Two-way communication: Digital platforms facilitate two-way

communication by facilitating conversations, feedback loops and clear
dialogues between companies and customers. This creates a sense of
community and trust.

 Search Engine Visibility: Implementing SEO (search engine optimization)

techniques that optimise website’s technical configuration that will help the
business to appear prominently in search results, increasing organic traffic and
improving online visibility.

 Social Media Marketing: Social platforms offer opportunities for branding,

customer engagement and even direct selling. Social media advertising has the
capacity to develop three core areas: connection, interaction and customer data.

 E-commerce integration: Digital media strategies can be seamlessly

integrated with e-commerce platforms, allowing the merchant to centralise and
track their customer in one place.

 Lead Generation: Digital media strategies such as content marketing and

email campaigns can be effective in generating the interest of consumer interest
and fulfilling the goal of converting interest into sales.

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 Remarketing: Digital media allows to retarget users who have shown interest
in the products or services. This increases the chances of conversion by
reminding them about the brand.

 Mobile Accessibility: With the proliferation of smartphones and mobile

devices, digital media makes the brand accessible to users anywhere.

 Fast updates and campaign launches: Digital media allows for rapid updates
and real-time campaign launches. This agility is especially valuable for
promotions and urgent announcements.

 A/B Testing: Digital media makes it easy to test different strategies, messages,
and images to find out what resonates best with the audience.

 Measurable ROI: Digital media provides transparent metrics to measure the

return on investment (ROI) of the marketing efforts, helps in measuring success
and makes informed decisions about future strategies.

9.4.3 INTEGRATION OF OFFLINE AND ONLINE MEDIA

Integrating online and offline media into the marketing strategy creates a coherent
and comprehensive approach that leverages the strengths of both worlds. This
integration allows the business to reach a broader audience, increase brand
consistency, and maximise the impact of marketing initiatives. The effects of
integrating online and offline business are as follows:-

 Increased Brand Visibility: By combining online and offline channels, you

increase the likelihood that your brand will be seen by a larger and more
diverse audience. People who come into contact with your brand in different
contexts are more likely to remember it.

 Multipoint Engagement: Customers often interact with brands across multiple

channels before making a purchase decision. Integrating online and offline
touchpoints ensures that the brand is present at different stages of the customer
journey.

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 Message reinforced: Consistency is key in marketing.Integrating online and

offline media communications reinforces the brand's core values and message,
creating a stronger brand identity.

 Cross-Promotion: The companies can use any channel for mutual

collaborations. For example, include social media identifiers or website URLs
in your printed materials and use offline advertising to promote online contests
or giveaways.

 Complete Customer Experience: A seamless transition between online and

offline interactions contributes to a more holistic customer experience.
Customers who, for example, visit a retail store after doing online research
should find a consistent brand presence.

 Use of QR Codes: QR codes in offline content can direct customers to online

resources such as product pages, special offers, or signup forms, facilitating the
offline-to-online transition.

 Tracking and Analytics: While offline interactions are more difficult to track,
by embedding QR codes or unique URLs in your offline content, one can
measure the impact of offline activities using online analytics tools.

 Empower Events: If the organisation hosts or attends events, integrating online

and offline media can increase their impact. Promote events online and use
offline materials to drive attendees to your online platforms for further
engagement.

 Geo-Targeting and Location-Based Bidding: Use offline methods like flyers

or billboards to promote location-based offers and then entice online customers
to take advantage of them, allowing to track the performance of the offline
campaigns.

 Provide richer content:Use offline media to attract customers to the online

platforms for more detailed information such as detailed product specifications,
how-to videos, or customer reviews.

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 Feedback Loop: Online and offline customer engagement offers many

opportunities for feedback and interaction.Gather feedback at events and
encourage customers to continue the conversation online.

 Different audience preferences: People have different preferences when it

comes to consuming content. The integration of online and offline media
ensures a wider range of audience preferences are catered for.

 Adaptation to Trends: As media consumption habits change, an integrated

approach helps you adapt more effectively. When an offline channel loses its
appeal, you can move assets to online channels and vice versa.

Integration of online and offline media creates a 360-degree marketing strategy that
reaches customers through a variety of touchpoints, maximises engagement, and
fosters a cohesive brand experience. It's important to ensure that the online and
offline efforts work well together to achieve the marketing goals.

9.5. FUTURE TRENDS IN MEDIA MANAGEMENT AND MARKETING

OF BUSINESS

There has been continuous innovation and development of media in the modern
era. Media plays an important role in connecting the content creator with the
audience. Technological innovations are offering novel ways to connect and engage
the people around the world. It establishes a digital communication and blurs the
difference between the content creator and the consumer. It establishes a real time,
interactive, personalised connection which is helpful in brand development in
marketing of a business.

9.5.1 SOCIAL MEDIA MARKETING

Various social media platforms like Facebook, Insta, X (Twitter), LinkedIn etc.
plays an important role in sharing content, networking with people, and
establishing a connection in the community. It is gaining popularity among the
younger generation as it is easy to access through smartphones. Sharing of content,
photos, videos, like button, share button, messenger etc makes it interesting for the
user and easy for the content creator to create and share the content. It can be
accessed from anywhere at any time (24x7). Local information as well as global
information, both are easily available on social media platforms.

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9.5.2 OVER-THE-TOP (OTT) PLATFORMS

In recent times OTT Platforms have become a powerful tool in the industry of
entertainment & media. It is reshaping and redefining the way a content is created,
promoted, provided and consumed. OTT platform’s growth has a great effect on
traditional strategies of marketing. It has the advantage of diverse genres for a wide
range of audience and therefore it becomes important to target the audience of this
platform. It offers balanced global content to the global as well as local audience
which increases the audience engagement. The advertising, subscription and the
sponsorships techniques helps this type of platform to generate revenue and
survive. OTT platform provides good user data, personalization & analytics and
also protects privacy for specific targeting. If we will be able to understand the
capabilities and the potential of this platform then the business will be able to
achieve its targets and will get into a high digital centric world. Some of the
examples of OTT platforms are Netflix, Hotstar, Amazon Prime, Voot, Zee5, Jio
TV etc.

9.5.3 INFLUENCER MARKETING

It is an emerging transformation force that is reshaping the ways the brands are
connecting with the consumers. It is an innovative type of marketing strategy in
which the brand is promoted through a person who creates content and has a great
influence in the lives of the people. People prefer to purchase the products or
services used or shown by the influencer assuming that they will also have the
personality like the person they follow if they will consume the same product.
Consumers have deep trust in the influencer therefore get easily convinced by
them. Influencer marketing is different from Celebrity advertising. There is only
the need to identify the right influencer to promote the brand. These influencers
promote the product through social media platforms, campaigns, OTT platforms
etc. Bhuvam Bam, Prajakta Kohli, Kusha Kapila etc. are the names of the
influencers that have been a popular name in influencer marketing. There are
different types of influencers like fashion, beauty, fitness, travel, food, tech etc.The
popular companies which are using this type of marketing are BoAt, Mama Earth,
Sugar Cosmetics, Myntra, Yogabar, mCaffeine, Lenskart, Nykaa, Cred, Tinder etc.

9.5.4 PODCASTING
It is also one of the growing powerful mediums to connect and convince the
audience in a more close way. It has become a unique way of engaging the

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audience and promoting a product. It is a medium to deliver audio content through

conversations & storytelling. The audience gets connected if the audio content is
soothing and insightful. It establishes a deeper connection and loyalty with the
audience. Planned content that is aligned with the brand and its consumer’s interest
gives an advantage to the business. It is important to identify and publish podcasts
through effective and relevant platforms.for maximum engagement of the audience.
Its examples are spotify, audibles, khabri, awaaz, castbox, Suno India etc.

9.5.5 AUGMENTED REALITY (AR) AND VIRTUAL REALITY (VR):

IMMERSIVE EXPERIENCES

Augmented Reality is a technique of putting digital content in the real world

through apps, softwares or AR glasses. It enhances the experience of the individual
turning perception into reality. It can be controlled through smartphones as and
when required.
Virtual Reality is a technique where a simulated digital environment is generated
through the computer and gives real life experience in the virtual world. It can be
experienced through headsets, virtual glasses etc. The user can have 360 degree
experience to explore and interact with the virtual world.

AR helps the customer to visualise the product they like at their own place or
environment. They can even experience the product virtually for better decision
making. It can enhance traditional advertising strategies by converting the static
content into dynamic content.

VR can be used by the customers to explore and tailor the experience of the
products in an interactive environment.

This innovative method of interaction can provide better data analytics to the
companies and have a great impact on the customer engagement which can build a
positive brand perception.

9.5.6 ARTIFICIAL INTELLIGENCE (AI)

It is a modern era game changing tool used by businesses to create personalised
content for the customers. It helps to analyse the AI algorithm to provide relevant
and tailored experience to the users. The data is collected and used to suggest the
products or service based on the behaviour, taste, preference, past purchases or
exploration of the customers. It analyses the demographic data and suggests more

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accurate content for targeting. It also optimises the email content of an individual
for relevant suggestions and positive conversions. It automatically adjusts the
content, GUI, product suggestion dynamically as per the preferences of the
customers. AI uses A/B testing to understand and identify the most effective
content that can be used.
It follows the ethical consideration for consent and privacy.

9.5.7 USER-GENERATED CONTENT PLATFORMS

It is a technique where a user creates content related to a particular product or brand

and gives reviews in the form of feedback. They are not paid for the content and
even the brands do not tag or publish the reviews like influencer advertising. The
company tries to align the UGC with the brand values by providing quality
products as per the expectations of the customers. UGC is usually floated through
social media platforms, websites etc.

The feedback provides insight to the companies and gives them scope for
improvement and innovation. If a company plans to consider the UGC in their
marketing strategy then they need to take the consent from the creator as an ethical
obligation. This type of technique enhances the brand visibility and audience
engagement and reproduces with the cultural and semantic diversity of the market
in India.

9.5.8 INCREASE OF REGIONAL CONTENT

With the advancement of technology and penetration of the internet, there has been
an increase in regional touch of the content.

Companies are advertising the products in the regional languages of the regions.
They are catering towards the cultural and linguistic diversity of the audience to
build trust and confidence in the minds of the people.

9.5.9 SHORT VIDEOS

There has been an increase in the popularity of short video platforms like Youtube
Shorts, Insta Reels (Instagram Reels), Tik Tok, etc. which is a great way of quick
engagement of consumers towards the content. These platforms are more appealing
to the younger generation.

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9.5.10 GAMIFICATION STRATEGIES

It is the technique of engaging the customers for an enjoyable experience through

games, challenges, quizzes, contests, sharing on social media and referral
techniques. Users are encouraged to share referral codes or content with a friend for
reward in exchange. It has a positive impact on the customers and is also shaping
the future of marketing strategies.

9.5.11 DATA ANALYTICS IN NEW MEDIA PLATFORMS

In the recent trends it can be seen that businesses are collecting data from different
sources of Media. These data are more reliable and accurate to convert them into
relevant information. The best thing about this data is that businesses can collect
tailored, real time data and can adjust the marketing techniques as and when
required. To collect data, the companies can divide the audience in different
segments for better understanding and personalised marketing. The segments can
be divided on the basis of taste, preference, demographics, behaviour etc. The only
thing that has to be kept in mind is ensuring data privacy for ethical consideration
and privacy laws.

9.6 SUCCESS STORIES: NEW MEDIA TECHNOLOGIES

 Red Bull: It is known as a high energy drink and uses new media technologies
like Youtube, Instagram, Facebook etc. It creates engaging and extreme content
like sports, music etc. Its channel on Youtube has 10 mn subscribers.

 Airbnb: It is a business idea in the field of travel experience and lodging and
has used user generated content for awareness and credibility. Users share their
experience which gives authenticity to the data. A lot of user generated content
like photos, videos and stories are used to build trust.

 Lenskart: It is a leading eyewear company in the market which is creating

buzz for integrating AR (Augmented Reality) technology with their customer’s
shopping experience. The AR feature gives a try on facility to the customers by
using the camera of their smartphones. It makes it easy for their customers to
experience and decide between the various available options. It is helping the
company to connect and build reputation with the customers through a
customer centric approach.

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The above mentioned success stories or examples show that business houses can
effectively engage and influence the audience with new media technologies. It is
helping the companies to build brand loyalty and in growth of the business.

The emergence of new media platforms are giving unparalleled potential to the
businesses in India. The opportunities of high audience engagement, novel and
useful marketing strategies, brand exposure, building of brand image etc. makes it
more trending and useful.
It has established a direct path to reach the customers and connect with them in
many ways which was actually unimaginable in the past. With the evolving and
changing consumer behavior there was actually the need for media evolution which
has started taking place now.

9.7 CONCLUSION

In business marketing, media management plays an undeniably role in the present

digital age. It is evident that in today's digital age, media is important for a business
to identify itself and increase its revenue. In the present age, information flows at
unprecedented speeds and consumer behaviours are constantly shifting,this book
chapter delves into the intricate and ever-evolving realm of media management and
its profound significance in the marketing endeavours of businesses. In today's
hyperconnected world effective media management is tasked not only with
selecting the most appropriate channels but also with crafting compelling
narratives, harnessing data-driven insights, and optimising budgets to ensure
maximum impact.

First and foremost, media management has become even more important for
business promotion as the Internet and social media have added a new dimension to
business.

As we've explored, the landscape of media management is characterised by its

dynamic nature, with the traditional boundaries of print, broadcast,television, radio,
and digital media constantly blurring.
The rise of new media, such as podcasts, influencer marketing, gamification
strategies, OTT platforms and social audio, has reshaped the playing field, offering
novel ways to engage with audiences. Yet, amidst these changes, the fundamental
principles of audience targeting, increasing brand presence, content creation, and

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ethical considerations remain paramount.In essence, media management is not a

peripheral aspect of marketing; it is the conduit through which businesses connect,
converse, and cultivate relationships with their audiences. Its role goes beyond
mere dissemination; it is the art of shaping perceptions, inspiring actions, and
driving growth.

As businesses continue to navigate the complexities of the media landscape, they

must recognize that media management is not a static task but an ongoing journey,
one that demands agility, creativity, and an unwavering commitment to delivering
meaningful and resonant messages. Ultimately, it is the businesses that embrace the
transformative power of media management that will thrive in this age of
interconnectedness and communication.

9.8 REFERENCES

 Arora A. S., Sanni S. A. (2019). Ten years of social media marketing research
in the Journal of Promotion Management: Research synthesis, emerging
themes, and new directions. J. Promot. Manag. 25 476–499.
10.1080/10496491.2018.1448322
 Alalwan A. A., Rana N. P., Dwivedi Y. K., Algharabat R. (2017). Social media
in marketing: A review and analysis of the existing literature. Telem. Inform. 34
1177–1190. 10.1016/j.tele.2017.05.008
 Beig F. A., Khan M. F. (2018). Impact of social media marketing on brand
experience: A study of select apparel brands on Facebook.
 Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The
challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.
 Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element
of the promotion mix. Business Horizons, 52(4), 357-365.
 Heinonen, Kristina. (2011). “Consumer activity in social media: Managerial
approaches to consumers’ social media behaviour.” Journal of Consumer
Behavior 10: 356-364.

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