Rukhshona Nazhmidinova

Trends in Marketing Communications: the Shift from Traditional Advertising to Innovative Methods Rukhshona Nazhmidinova

The Internet has changed peoples? ways of communication significantly. The mass migration of the population online is in particular noticeable during the past decade, when social networking websites became popular. In 2011 Facebook alone had a number of active users equal to more than seven per cent of the world?s total population. For comparison, no television network has had at least one tenth of that amount of viewers in the history of media. This trend could not have gone unnoticed for advertisers. Many companies followed the trend. As a result, there is hardly any company absent in the World Web today. We can see an obvious new pattern in marketing. But is it really a shift towards new media or are they only additional communication channels? Looking at traditional media, such as newspapers and TV, one can see that they are still as saturated with advertising as they were ten years ago (though newspaper advertising revenue has largely decreased). The author of this work has looked into the new trends in marketing communications to find out whether a significant shift has occurred in and whether the new communication methods are effective.