Seminar paper from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, LMU Munich (Institut für Information Organisation und Management), course: "Beyond Web 2.0", language: English, abstract: User generated content on the web is a phenomenon which has occurred only in the last couple of years. Internet users generate their own content and distribute it through weblogs, podcasts and wikis. They are now gaining more and more power and reach using new web 2.0 technologies to promote themselves through (social) networking and in online communities. Obviously traditional print media are facing a new competitor in the media market: the user. This thesis therefore asks the questions arising in the context how traditional print media and user generated content (UGC) interact: Can UGC be a competitor to the traditional media? The question is not if UGC will replace traditional media in near future but how the concepts of UGC could possibly compete or complement traditional media concepts. Have media usage habits already changed in the face of UGC? Right now it seems they have staid quite stable despite UGC. Nonetheless it is all the more important to look at the signs of change as this phenomenon is still in its initial stage. Should traditional media players therefore implement UGC? UGC seems likely to improve and transfer a brand image. It may give the traditional media players a new point of view of their target groups, attract new target groups and generate revenue through advertisement or by cutting costs. All these questions will be considered in this thesis, using the relevant data and research to give a good overview over the developments in the print media industry facing UGC, also giving examples of the German print media market.

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

“My favorite book of the year.”—Doug McMillon, CEO, Wal-Mart Stores Harvard Business School Professor of Strategy Bharat Anand presents an incisive new approach to digital transformation that favors fostering connectivity over focusing exclusively on content. NAMED ONE OF THE BEST BOOKS OF THE YEAR BY BLOOMBERG Companies everywhere face two major challenges today: getting noticed and getting paid. To confront these obstacles, Bharat Anand examines a range of businesses around the world, from The New York Times to The Economist, from Chinese Internet giant Tencent to Scandinavian digital trailblazer Schibsted, and from talent management to the future of education. Drawing on these stories and on the latest research in economics, strategy, and marketing, this refreshingly engaging book reveals important lessons, smashes celebrated myths, and reorients strategy. Success for flourishing companies comes not from making the best content but from recognizing how content enables customers’ connectivity; it comes not from protecting the value of content at all costs but from unearthing related opportunities close by; and it comes not from mimicking competitors’ best practices but from seeing choices as part of a connected whole. Digital change means that everyone today can reach and interact with others directly: We are all in the content business. But that comes with risks that Bharat Anand teaches us how to recognize and navigate. Filled with conversations with key players and in-depth dispatches from the front lines of digital change, The Content Trap is an essential new playbook for navigating the turbulent waters in which we find ourselves. Praise for The Content Trap “A masterful and thought-provoking book that has reshaped my understanding of content in the digital landscape.”—Ariel Emanuel, co-CEO, WME | IMG “The Content Trap is a book filled with stories of businesses, from music companies to magazine publishers, that missed connections and could never escape the narrow views that had brought them past success. But it is also filled with stories of those who made strategic choices to strengthen the links between content and returns in their new master plans. . . . The book is a call to clear thinking and reassessing why things are the way they are.”—The Wall Street Journal

Rapid technological advancements have the ability to positively or negatively impact corporate growth and success. Professional leaders and decision makers must consider such advancements when designing and implementing new policies in preparation for the sustainable future of the business environment. Developing Strategic Business Models and Competitive Advantage in the Digital Sector focuses on the application of preemptive planning in the media and entertainment industries to combat an increasingly uncertain future of innovation and competition. With research-based examples and analysis, this book is an essential reference source for academicians, researchers, and professionals interested in learning more about the impact of technology on industry success, including the changes and challenges created by the Internet and electronic media.

"This book covers a wide range of digital product management issues and offers some insight into real-world practice and research findings on the technical, operational, and strategic challenges that face digital product managers and researchers now and in the next several decades"--Provided by publisher.

The Committee decided to examine the local media landscape in the UK as it was very much aware of the challenges facing local and regional newspapers, including the impact of the recession and structural changes within the industry, which have resulted in a significant downturn in advertising revenues, a growing number of job cuts and newspaper title closures. These pressures have also had a serious impact on local commercial radio stations and regional television. Traditional media platforms also face the reality of changing consumer behaviour with people increasingly using the internet as their source of information. The report examines the following issues: the impact on local media of recent and future developments in digital convergence, media technology and changing consumer behaviour; the impact of newspaper closures on independent local journalism and access to local information; how to fund quality local journalism; the appropriateness and effectiveness of print and electronic publishing initiatives undertaken directly by public sector bodies at the local level; the role and effects of search engines and online content aggregators on local media; the future of local radio and television news; the desirability of changes to the regulatory framework for print and electronic local media, including cross-media ownership and merger regulations; the opportunities and implications of BBC partnerships with local media; the extent of plurality required in local media markets; incentives for investment in local content; opportunities for 'hyper-local' media services.

"The rise of the press led to the development of an independent institution: the Fourth Estate, central to pluralist democratic processes. In the digital age, the internet and related information and communication technologies are enabling a network power shift - empowering a Fifth Estate. Networked individuals are becoming an independent and highly distributed force for accountability in politics and society. By connecting diverse strands of decades of research with a wide range of case studies, this book explains how this emerging Fifth Estate has been empowered by the ability of ordinary people to search, originate, network, collaborate, and leak information in ways that enhance their informational and communicative power. The Fifth Estate compliments the existing distribution of power in pluralistic societies. It is not a substitute for other estates and more established bases of institutional authority, such as the press and governments, which the Fifth Estate can hold more accountable. However, threats to freedom of expression and privacy online could undermine the promise of the Fifth Estate power shift. To meet this challenge, the book concludes by discussing approaches to the governance and security of the internet and social media that that take advantage of the empowerment of networked individuals and help ensure the vitality the internet can bring to pluralistic processes in democratic politics and across all sectors of society"--

The effect of the internet on public relations is the single biggest subject of current conversation in the public relations industry. As the world of communications changes beyond recognition, those seeking to communicate must revise and revolutionise their approach. Public Relations and the Social Web explores the way in which communications is changing and looks at what this means for communicators working across a range of industries, from entertainment through to politics. The book examines emerging public relations practices in the digital environment and shows readers how digital public relations campaigns can be structured. Including information on new communication channels such as blogs, wikis, RSS, social networking and SEO, Public Relations and the Social Web is essential reading for public relations practitioners, students of public relations, and those who work in related areas such as journalism and web construction and design.

Few would doubt the potential of information technology to connect individuals, firms and organisations. Whether this will actually lead to the integration of markets and societies is a different issue. The articles collected in this book shed light on crucial considerations for the success of global communication networks. These include frameworks for regulation, inclusion of customers in defining product and service strategies, access to advanced technology and networks for all groups, and more.