A Significant Development for Consumers and Marketers
There is a lot of hype out there about the democratisation of media and many of you might be asking,
what does this mean? Not everyone has a communication background, or the frame of reference to appreciate
the implications of this phenomenon. This article will attempt to shed light on historical media structures
and the birth of more equal structures as a result of the Internet. It will also, as the title suggests,
highlight the implications for consumers and marketers.
Historical Media Structures
It is believed that historically public agenda, thought and opinion were largely influenced and sometimes
dictated by media owners. I use the term "owners" loosely and mean for it to include anyone with access to
and/or control of some form of traditional mass communication medium. Access to mass communication tools
and the power to use them has in the past rested in the hands of a few. The convergence of communication
and information technology and the increasing use and popularity of the Internet has led to a shift in
this paradigm. Power now resides in the hands of many.
It is important for me to state at this juncture that traditional media structures, i.e. those of television,
radio and print have in the past allowed for two-way communication between the transmitters and receivers of
information, in other words public opinion was solicited and expressed. Furthermore, the media has always been
used as a platform in which to debate issues of general public interest.
The Emergence of New Media Structures
These traditional structures still exist alongside those created through the emergence of digital networks,
however the degree and nature of public dialogue has exploded. Anyone with access to the Internet now has the
opportunity to be heard. Regardless of the nature of your opinion be it business, social, religious or political
beliefs, satisfaction or dissatisfaction with a product, service, book or movie, just about anything, the Internet
provides a platform in which to state your views.
Whilst governments, politicians, big business, media owners and others still use the media to further their
personal agenda's, there exists an oasis of alternative information on the Worldwide Web allowing individuals to
form and express their own opinions, directly, cost effectively and un-edited.
Implications for Consumers
The democratisation of media has meant the following for consumers:
Exposure to a larger variety of products:
Not all manufacturers or distributors have large marketing budgets with the ability promote their products
extensively. The unfortunate result being, that consumer's tend to choose the products that are well-marketed and
thus familiar to them. This does not always lead to the best choice being made, it is often a choice based on limited
options and information. The internet allows consumers to have access to a larger variety of products, services and
information.
Allows more effective evaluation of products:
The Internet also allows for information rich advertising, consumers are thus provided with more information
regarding product benefits, features, advantages and disadvantages. This makes for better product comparison and
evaluation.
Access to honest product endorsements and reviews:
Consumers are able to access product reviews online. It is often beneficial to hear another users' account of
their product experience, as it may assist a potential consumer to make a more informed decision.
An opportunity to express your satisfaction / dissatisfaction:
Consumers are also provided with the opportunity to express their satisfaction or dissatisfaction with a
particular product or service.
Recourse and increased responsibility from manufacturers and distributors:
Due to the public and powerful nature of the Internet, many organisations are obligated to pay more
attention to client feedback, complaints and expressions of dissatisfaction.
Implications for Marketers
The democratisation of media has meant the following for marketers:
The opportunity to reach more consumers:
I will resist the urge to go into a diatribe of the benefits of Internet marketing, and suffice it so
state simply that more people with access to the Internet, means more potential sales conversions.
A strong motivation to have an online presence:
As access to and the use of the Internet increases more and more organisations are using it as a marketing
medium. This means that, there exists a market of Internet users and consumer's who cannot be ignored for long.
Your organisations absence on the Internet may create a negative impression and since competitors may use this
medium you run the risk of ceding valuable market share to them.
Find out what your clients think:
The Internet provides an excellent opportunity for marketers to find out what their clients as well
those of competitors are saying about their products and services. Valuable feedback may be gleaned formally
and informally and put to good use for product development and marketing intelligence.
The democratisation of the media due to the accessible nature of the Internet does and will have future
implications for consumers and marketers alike. These implications are by and large positive in nature and if
applied appropriately could be advantageous to both.
