Role of Digital Media in Marketing and Management

Running head: MARKETING AND MANAGEMENT
Marketing and Management
Name of the Student
Name of the University
Author note

1MARKETING AND MANAGEMENT
Table of Contents
Introduction..............................................................................................................................2
Literature review.......................................................................................................................2
Social media.........................................................................................................................2
Digital media.........................................................................................................................3
Easy access to internet........................................................................................................4
Advertising............................................................................................................................4
Public relations.....................................................................................................................5
Real world examples................................................................................................................5
Conclusion...............................................................................................................................5
Reference.................................................................................................................................7

2MARKETING AND MANAGEMENT
Introduction
The marketing process in the industry has faced some transitions in this modern
world. The basic idea of marketing is an effort on the part of a brand to reach out to its
customers and make them aware of the product in the market (Czinkota & Ronkainen,
2013). Marketing process in this world of advanced technologies has taken a leap from what
it was a decade back. The urge for the brand to reach out to the people who are the
customers have increased considerably and the reason is primarily that the needs and
requirements of the consumers have diversified a lot and needs to be catered by the brands
(Winer, 2009). The aim of the report is to understand the role digital media has in promoting
the brands in the market and the influence of the brand communities on the buying behavior.
Literature review
Social media
The social media and its development in the recent days has been a feature that has
paved way for the rise of Internet advertising. The availability of the internet and the
popularity of the social media have lead to various implications to the marketing process.
The marketing process has inclined towards the digital media and mainly social media due
to the viral nature it has. The content of social media reaches out to a huge consumer base
around the world and hence the brands prefer to invest their budget in the sector of digital
marketing (Peters et al., 2013). The number of social media users online at any given time is
moiré than the total population of many of the smaller countries in the world. The social
media has the capacity to accommodate a huge number of users at the same time and
without any lag. The idea is to make sure that the world is brought together on a single
platform. The brands take up this advantage and make sure that the maximum profits are
earned through the social media as it enables them to reach a wider consumer base globally
(Scott, 2015). The advent of the Web 2.0 platform has further added to the brands shifting