Senioritis is
very real. Writing research papers is no easy task to begin with, but writing
one in your senior year is a completely different struggle. Not only was I in
my senior year but I was working part time, having an internship, and was vice
president of the Marketing Association. To say I was overwhelmed was an
understatement, but I was determined to do this paper.
Interning definitely
had an influence on choosing my topic to research. Traditional vs. Digital
Marketing is an important question to ask when talking about your target
market, and while choosing a topic was easy, writing the paper was not. Just
the thought of sitting down and writing the title, I would come up with ten
(not very good) excuses. Once I got started though, I could not stop.
One of the most
important questions a company has to ask themselves is, “What’s the best way to
reach my target audience?” Before the company can answer, there are many steps
that need taken. This helped me plan my outline, and once that was complete, the
paper started flowing. Since Digital Marketing is a relevantly new topic, there
was an abundance of research to peruse. I thought, “Great I have a lot of
information to help me!” Then I started to read and thought I have loads of information. I fell down a rabbit hole of research.
Going into this
paper, I thought I knew the outcome. Everything is digital now, why not
marketing? After pages and pages of research, I was proven wrong. Despite advances
in Digital Marketing, it does not mean that traditional advertising is dead.
Many companies still prefer to use traditional advertising, such as TV
commercials, billboards, newspaper, etc. because it is what they are familiar
with and feels safe. On the down side, if these organizations do not adjust to
the up-to-date trends they could be missing more effective media channels and
end up losing their target market. The most effective way to reach a target
audience is to integrate both traditional and digital advertising.
Working on my
capstone was a slow and steady process, but one that only bettered myself. This
research expanded not only knowledge in my major, but also my ability to multi-task
and challenge myself, and I am thankful to have participated in this experience.
It is one I am definitely going to remember.
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