Marketing Media Development Industry Analysis
1. Executive Summary
The marketing media development industry is a very broad; but highly specialized field. This industry encompasses everything from traditional graphic design and page layout to the more technologically advanced web design, interactive design, and application development. This industry has service providers in every size, everything from freelance designers and sole proprietors to large international companies.
The services rendered by the providers are not strictly in web pages and print design. Today’s marketing media developer needs to wear many hats. Of course they need to be great designers; but along with that they need to be consultants, salespeople, tech support, and software engineers. Some service providers figure this out very early and grow to be very successful. Still others try to focus too much in one area and fail because they were not able to offer what today’s customers want and need.
2. Industry Definition
The marketing media development industry includes a wide variety of products and services that share the common bond of design. Traditionally page layout, brochure design, ad design, and photography were the main services offered by design and marketing firms. Currently web design is the most cost effective way to gain exposure to a very large audience.
The products and services typically offered in this industry are digital media design (i.e. website design), printed media design (i.e. brochures), photography, and custom graphic design (i.e. logos). These products and services are usually all offered by the service provider; but some providers specialize in a specific product or service. In the case of a specialty provider, the remaining services desired by the customer can acquired for the customer or by the customer.
Due to technological advancements, the marketing media development industry is not bound by geographic limitations as in the past. By using file transfer protocol services (ftp), video conferencing, telecommunications, email, and on-line chat a service provider can offer its products and services to almost anyone/anywhere in the world. For example, many websites we go to everyday are hosted in various locations worldwide. A customer in Canada could visit the website of a Minneapolis based company that is hosted in Europe.
Although customers can be reached throughout the world, most marketing media development companies conduct business within their respective metro areas. Since the Internet and its related technology is somewhat confusing, personal contact is still preferred by most customers. It is easier for the service provider to help the customer get exactly what they desire when the customer is across town verses across the country.
The first recorded description of the social interactions that could be enabled through networking was a series of memos written by J.C.R. Licklider of MIT in August 1962 discussing his "Galactic Network" concept. He envisioned a globally interconnected set of computers through which everyone could quickly access data and programs from any site. In spirit, the concept was very much like the Internet of today. Licklider was the first head of the computer research program at Defense Advanced Research Projects Agency (DARPA), starting in October 1962. While at DARPA he convinced his successors at DARPA, Ivan Sutherland, Bob Taylor, and MIT researcher Lawrence G. Roberts, of the importance of this networking concept.
On October 24, 1995, the FNC unanimously passed a resolution defining the term Internet. This definition was developed in consultation with members of the internet and intellectual property rights communities. RESOLUTION: “The Federal Networking Council (FNC) agrees that the following language reflects our definition of the term “Internet”.” Internet" refers to the global information system that -- (i) is logically linked...
Please join StudyMode to read the full document