Marketing and Advertising Companies to Remain Current

¶ … marketing and advertising companies to remain current in new social media technologies in order to optimally reach out to the general population in an effective manner. Some businesses are reluctant to change, exhibiting the belief if something works, don't fix it. However, these businesses could be missing out on reaching vast segments of the population, and may lose contact with others as people increasingly shift to new media to receive information. Balance must be obtained among all types of marketing in order to ensure that the most optimal numbers and demographics of people are being reached. How are businesses embracing these necessary changes in the ever-changing world of new social media marketing? This study will explore changes in marketing companies with regard to social media using a phenomenological approach

Research Question

This study will explore what kinds of changes to social media use are marketing and advertising companies making in order to stay highly competitive and more effectively reach consumers. Using the phenomenological approach, the researchers will identify specific factors as they are perceived by the individuals involved in the marketing and advertising companies. This will be achieved by the researchers conducting a detailed examination yielding deep perceptions through the qualitative method of interviewing, which will be conducted with marketing executive. Using the phenomenological approach means that the data yielded from the study will be presented from the perspective of the research participants being interviewed. Essentially, the experience of the marketing executives with regard to the changes being made toward increasing social media will be of primary interest in the investigation. Furthermore, the findings from the study will be presented more as a description rather than an explanation, and the study will not contain any preconceptions, hypotheses, or ideas concerning what shape or form the results may take (Lester, 1999). However, the current study will apply interpretation to the results in order to potentially formulate theoretical suggestions that may be able to aid businesses in more successfully transitioning into increased use of social media.

Methods

The sample for the current study will be a deliberately chosen group of executives from marketing and advertising firms. In order for inferences to potentially be made regarding the interpretation of the results from the study, the researchers will try and have as large a sample as is possible. However, the inferences made in phenomenological studies such as this have qualitative validity for indicating factors affecting social media change among the executives being studied, but the statistical robustness of this phenomenological method beyond the sample is limited (Lester, 1999). Thus, the findings of the study will shed light on the experiences of the marketing executives under investigation, but it may not be assumed that all marketing executives universally will share these same experiences.