Question

Write a 500 words report with an example for line-manager explaining the concept of digital media and how it is affecting marketing activities. Explain with both similarities and differences

Answer 1

Digital Media and Marketing

Emerging world is becoming more and more digital media dependant and it's it's influence in day to day decision making is increasing fast. Almost every body is having a smartphone irrespective of economic and social conditions world wide. The level of exposure to digital media is increasing rapidly and affecting people's interaction, work, purchases and habits. Digital marketing is changing the traditional way and social media is taking a bigger leap in product and services promotions.

First and foremost impact is, digital media brought the product presence nearer to the customers than the traditional methods. It is connecting the customer well with the product. The continuing presence of product as writeups, pictures, videos etc are influencing the viewer to try that products or services. In any traditional way of marketing such a connection with the customer was absent. So, digital marketing is the path to reach the customer fast and consistently. Digital marketing firms are continuously researching the reach and impact of brand's via various methods.

World wide, it is estimated that 3 billion people are using social networking sites daily. Digital marketers found out that the brand value is widely accepted by the celebrity endorsement in digital media and social networking sites. People using this media daily is attached to at least one brand in each segment promoted through this media. So, it is now high time promoting products and services through digital media which is cheaper and more beneficial than conventional product promotion methods.

Major advantage using digital media is it is free of geographical constraints. Traditional methods are confined to the location based on the physical constraints. It is more and more expensive to promote the brand to more and more physical locations. But digital media overcame this problems. It is fast and cheap. The reach to target audience is easy. People started finding out suitable products through digital ways using social media recommendations. Choosing the target audience and placing the product appropriately is easier now by choosing the apt sites and social networks. For example, 60 percent of Instagram users are depending on the reviews, advertisements and comments of products for purchase.

Digital media is generating leads. The digital marketing firms are utilizing these leads generated through customers browsing patterns and interest they show in a non-committing way. This is not easily available through traditional marketing methods. So finding target audience became easy and effective through digital media.

Digital media and social media network is emerging as an important selling platform any product or services. People's habits changed and they now increasingly started purchasing through online platforms. Product advertisements in such platforms has greater value. Each individual potential customer is seeing these products in their preferred time and place. The privacy factor is a great space to utilize. A careful business strategy using the above factor can bring great business opportunity.

The expansion of viewership is so fast than the conventional media can even think of. Being viral is a matter of few hours. The reach of brand's through that is unbelievable, that too with out additional investments. Connecting to people globally is the advantage of such strategies. Social media gives lot of opportunity to get the product viral.

Another very important aspect is its feed back possibilities. Social media is a two way connection. The response and feed back is immediate and in large numbers so that any correction in the beginnings itself is possible and can be utilized as an ongoing process. The two way connection makes deep involvement and make the brand imprinted in the mind of viewers. Active interaction in the digital space is the advantage absent in traditional ways of marketing.

Any company with its product or services should use this emerging digital media in a serious way to promote their brand. The reach and depth is far higher than the conventional ways.

But at the same time, the life of memory will be less and can be faded away due to crowding of new entrants in this space. The entry barrier is very low so that instant follow-up and promotions is the key to success in this space.