Влијанието на интернет и новите технологии врз маркетинг стратегиите на медиумите

Abstract

Internet and new technology have had a huge impact on marketing strategies of news media. Technology have had a crucial role in changing the way media sell their news as well as their commercials. In order to be competitive on the market and to meet audiencesʼ needs traditional media (print, broadcast) have been transformed into multimedia. Media marketing departments have been following these trends by adopting media marketing strategies to these new news platforms. The integration of various news platforms have been impacted by the consumersʼ behavior. The audience requests news and ads on demand. Audience wants to access the news from various locations at the time convenient for them. They also prefer to select ads they follow. According the survey results included in this thesis 72.2% of the surveyed Macedonian audience follows the news online by accessing media websites. The audience prefers to access the news at the time and from locations convenient to them. 88% of the surveyed audience wants to be able to select when and what kind of ads they will access on news media websites. International media intensively use new technology to publish/broadcast news and to sale ads, even when they do not make profit. They believe that this is necessary for their survival and for their future success. Macedonian media do not follow these trends. Despite the facts that internet penetration in the country is permanently growing and surveyed Macedonian audience prefers to access news online (on demand), the mainstream news media in the country do not invest enough resources in new media, including social media. They also do not adapt their marketing strategies accordingly.