Impact of Digital Media on Marketing Activities

This article discusses the concept of digital media and its impact on marketing activities. It highlights the advantages of using digital media for marketing and how it helps in improving the visibility of the company. The article also talks about the benefits of using digital media in terms of tracking the success of marketing campaigns and gaining competitive advantage.

INTERNET MARKETING

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Contents
INTRODUCTION......................................................................................................................1
Concept of digital media............................................................................................................1
Conclusion..................................................................................................................................1
REFERENCES...........................................................................................................................2

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INTRODUCTION
In the electronic age, digital media is playing a very major role in the marketing activities.
There are different format of machine readable digital media and companies today are
utilising all these for promoting their products and services (Ryan, 2016). There are large
numbers of digital media formats available with any organisation and these can be posted on
different platforms so as to make the campaign visible to large numbers of people.
Concept of digital media
Digital media is considered to be any media that is encoded in the format that is machine
readable. These types of media can be produced, viewed, distributed, preserved and modified
on different electronic devices. Examples include digital images, video games, websites,
software, digital video, database and social media (Stephen, 2016). Digital media has an
intense impact on the minds of the people as the promotions can be made attractive with the
help of digital media. Digital media has created an information age and hence leads to
paperless society. This is having deeper impact on the marketing behaviour of both company
and the consumers. More the use of the digital media, the better the marketing campaign as
the stretch of digital media has reached to billions of hands. The use of internet has made
these media to become more valuable as the companies could reach to larger numbers of
people throughout the globe at one click. Since the digital media are more capable to appeal
to the customers hence it increases the chances of success of that product or service (Stokes,
2011). Video based advertisement that contains a particular message is highly effective and
useful medium in today’s marketing.
Detailed description about the products and services can be given to the consumers with the
help of digital media. The basic advantage of using this media is that it improves the visibility
of the company. It is helpful in setting up two way communications between consumers and
the firm which is not possible in the traditional marketing mediums (Truong, McColl &
Kitchen, 2010). The impact on the marketing activities can also be seen in terms of the fact
that people carry these digital media for longer part of the day hence reaching them
personally can be easier. In traditional marketing the probability that people will see the
advertisements is lesser as compared to when company uses digital media. Along with this,
the use of digital media increases the ROI as the overall cost of promotions remains to be
small. One of the most important benefits of using digital media is that it helps a company to
track the success of the marketing at the same time when it is done (Wertime & Fenwick,

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2011). For gaining competitive advantage, it is very much necessary to track the things that
they are doing as compared to things that their competitors are doing.
Conclusion
From the report it can be concluded that with the help of internet media, digital media are
highly helpful in doing marketing that can reach to large numbers of people at just one click.
Since people are highly attached with these mediums hence doing digital marketing is highly
beneficial in reaching to consumers.

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REFERENCES
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, 17-21.
Stokes, R. (2011). eMarketing: The essential guide to digital marketing. Quirk eMarketing.
Truong, Y., McColl, R., & Kitchen, P. (2010). Practitioners’ perceptions of advertising
strategies for digital media. International Journal of Advertising, 29(5), 709-725.
Wertime, K., & Fenwick, I. (2011). DigiMarketing: The essential guide to new media and
digital marketing. John Wiley & Sons.