Exploring the Impact of New Media on Marketing: A Comparative Analysis with Traditional Media

The advent of new media has profoundly transformed the communication and marketing landscape, reshaping how content is produced, distributed, and consumed. This thesis explores the convergence and distinctions between traditional and digital media, analyzing how new media such as social media platforms and podcasts have redefined marketing strategies and audience engagement. To do so, a comparative approach has been adopted, examining television versus social media platforms and radio versus podcasting. The study places particular emphasis on certain themes like social media marketing, creator economy, influencer driven branding and many others, illustrating how brands and individuals leverage these tools to foster direct relationships with consumers. Additionally, the role of podcasting in personal and corporate branding is explored, showcasing its storytelling potential and its ability to create highly engaged niche audiences. A mixed-method research approach was employed, combining a systematic literature review with qualitative interviews with industry professionals. Insights were gathered from Marcello Ascani, one of Italy’s leading digital entrepreneurs and creators, Michele Pagani, a communications and marketing expert (both founders of Flatmates), and the One More Time podcast team, a major player in the Italian podcasting industry. Their experiences provide practical perspectives on how marketing strategies are evolving in response to digital media innovations. The findings suggest that new media have radically changed the way marketing and communication are done from many points of view, and that rather than replacing traditional media, they have driven their evolution, leading also to hybrid marketing strategies that integrate both digital and traditional channels, adopting digital trends, leveraging virality and social engagement.