Digital Marketing - Understanding Digital Media

In the last two lessons we examined the marketing from the communications perspective, we identify key functions of marketing communication and the importance of mass media channels played in marketing communication. In this lesson, I would discuss the profound impacts of new media technologies on marketing and in the marketing ecosystem. More specifically I'll address three key questions in this lesson. First, what are digital media next? How did these digital media technologies change, how people communicate and share information? And third, how did the new media technologies change the marketing communication ecosystem as a whole? Let'S examine the first question: what are digital media now, depending on who you ask this question in various social contexts, you may get many different answers: what are digital media, for instance, when I asked this question to my students from a computer science and engineering majors, they Typically, point to digital storage devices such as a CD ROM or flash drive when they speak of digital media to these students. Digital media refers to the mediums that carry and transfer digital information. However, when I ask the same question to students in the College of media who study advertising journalism and cinema, they tend to focus on the digital media content instead of the storage devices that carries such information. What comes to mind of these students were not computer devices, but news and entertainment programs in the digital format. They may also refer to journal media to the media companies that publish various information, such as an online news site. Another form of digital media is the virtual space created by the vast computer networks in this mediated digital space, billions of people around the world communicate and share information with one another. They post pictures words videos, they share feelings and useful information. They maintain a virtual personal information hub to connect with other people. Such digital media platforms are more than just computer hardware and software or computer interfaces. They are digitally mediated social environments. Another form of digital media is the virtual social space created by the vests computer networks. In this mediated digital space, billions of people around the world communicate and share information with one another. They post pictures words videos. They share feelings and useful information. They maintain a virtual personal information hub to connect with other users. Such digital media platforms are more than just computer hardware, or software or computer devices and interfaces. They are digitally mediated society or social environment. Unlike the world of traditional mass media, where each medium, such as television, radio or print newspaper, is generally considered a channel of communication. The world of digital media is far more complex in the digital world. Each medium can serve multiple purposes of communication by delivering multimedia messages via different channels. For example, mobile phone users can make phone calls check, emails, receive text messages browse the web. Read blog here searched information, play video games, watch television, listen to music shop and take photo or videos all of those activities take place on the same device now. Should we mark it and shall we consider mark mobile marketing and mobile devices as one single channel, or should we deal with them as multiple marketing channels? How do we manage the many different communication processes from a marketing communication perspective? Furthermore, the technologies behind traditional forms of media, such as television radio, didn't change much in many decades. However, in the digital area, new innovations are being created every single day. The technological world is changing so fast. It is becoming increasingly difficult for marketers to keep up with the technological innovations and developments as such. One of the biggest challenges in navigating the digital media space is to stay focused on the core set of defining features of the news, new technologies and not chase after the ever changing technological trend. You