Most Influential Channel of Media

Television, radio, cell phones, film, publications, broadcasting, public relations and video games have all been very influential channels of media in their own unique ways. However, the Internet is the most influential. The Internet is now the vehicle that beings awareness and accessibility of numerous other channels of media to the masses faster and more affordably than could have been imagined in years past. People go online to catch up on news, watch videos, play games, listen and purchase music, connect with others, make plans, and do research.

Traditional mass media cannot deliver products and services directly to customers but the Internet can. Information can be downloaded and sent directly to customers. Services such as translations, accounting and information search can be performed online[1]. Also, consider Napster’s and its impact on music. Perfect digital music files are more widely distributed than ever after the merging of digital content and global digital Internet network. The music business is still trying to recover and sell their music online legally[2].

Mobile phones are regarded as the only interactive medium that is possible to reach the target market personally at all time[3]. Currently, most mobile phones today have Internet capabilities, enabling the Internet to be in constant reach. Many restaurants offer free or affordable wifi access to their patrons.

Companies now can use the Internet for more than bringing awareness to their products and services, as done with traditional mass media. Now, they can interact with their target market with social media networks on the Internet. Social Media equals business, period[4]. The Internet, used for marketing from the beginning, provides a two-way interaction with target customers[5]. With social media on the Internet, companies can listen to what their customers have to say, measure it, and track it over time. This data is all useful for a company that seeks to improve what they offer and this can influence the online conversation and bring in more customers[6]. With social media, marketers can spend more of their efforts towards the consideration phase of the purchase model rather than just the awareness phase as television, radio and newspapers provide[7]. Since the online community is measurable and tangible, participation ensues, through which engagement at the individual level occurs. The community acts as a curator for the collective reputation of a brand, based on which an individual may develop or attest to personal loyalty[8]. When a company has a community, they can then implement a killer marketing stragety[9].

Customers and job seekers now have more opportunities to learn about various companies. Many websites contain an “About Us” and “Contact Us” section on their websites. Forrester Research reported the following consumer quote: “No matter what I hear, read, or find on TV, radio, or in a magazine or newspaper, I can verify it on the Internet.”[10]

Since anonymity is high and people can conceal their identities, people are free to share their sincere viewpoints over the Internet, generating words of mouth to other prospects[11]. Upset customers are likely to vent and share their complaints online regarding a problem with a product or service. Companies can now respond directly to customers in a pubic format, changing the public opinion from negative to positive. Privacy on the Internet also allows for various items and services to be sold that would have been more difficult in traditional outlets. These include: private financial consulting, pornography, erectile dysfunction and sexual enhancement products[12]. Internet users can decide if they want to click on a banner ad but may be forced to hear messages they do not want to hear, particularly in the case of broadcast media[13]

Anyone aiming to advance their professional careers can showcase their abilities with websites targeting companies where they aim to work. An aspiring artist such as a musician, comic, designer, or filmmaker can use professional websites and Web 2.0 communities such as YouTube, MySpace, Twitter and Facebook and get exposure that they would previously have to jump through numerous channels to achieve. Pop sensation Justin Beiber was discovered when his now-manager, Scooter Braun stumbled upon his YouTube videos. Other notable artists such as Sean Kingston, Lily Allen and Colby Caillat gained vast audiences on MySpace[14].


The influence of the Internet has been more monumental than any other mode of media. Because of this, companies should use the Internet as a tool to interact with customers and tend to their needs. They can also use the internet to spot trends and see what their competition is up to. Small businesses have more power than before because the Internet is able to reach the masses affordably. Consumers can research a company, interact with other consumers and find the products or services they want. The Internet puts power in reach.




[1] Hongcharu, Eiamkanchanalai, p. 34

[2] Evans, p. 87

[3] Hongcharu, Eiamkanchanalai, p. 32

[4] Vaynerchuk, p. 10

[5] Hongcharu, Eiamkanchanalai, p. 32

[6] Evans, p. 37

[7] Evans, p. 39

[8] Evans, p. 81

[9] Vaynerchuk, p. 55

[10] Evans, p 83

[11] Hongcharu, Eiamkanchanalai, p. 33

[12] Hongcharu, Eiamkanchanalai, p. 33

[13] Hongcharu, Eiamkanchanalai, p. 33

[14] Before It’s News


Works Cited

Boonchai Hongcharu; Somkiat Eiamkanchanalai. A Comparative Study of Traditional Mass Media, The Internet and Mobile Phones For Integrated Marketing Communications. Journal of Business & Economics Research; Dec 2009; 7, 12; ABI/INFORM Global

Evans, Dave. Social Media Marketing an Hour a Day. Indianapolis (Ind.): Wiley, Sybex®, 2008. Print.


Vaynerchuk, Gary. Crush It!: Why Now Is the Time to Cash in on Your Passion. [New York]: HarperStudio, 2009. Print.


"10 Celebrities Discovered Online | Before It's News." Before It's News. Web. 21 July 2010. a href="http://beforeitsnews.com/story/45/815/10_Celebrities_Discovered_Online.html%3E">http://beforeitsnews.com/story/45/815/10_Celebrities_Discovered_Onl...;.