Category: Digital Media Marketing

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Importance of Digital Media Marketing

Marketing is all about meeting customers where they are, so, investing in digital media marketing is a no-brainer. While traditional media like television and radio still hold sway for certain products and demographics, digital is the broadest and most popular platform available today.

This article defines digital media and digital media marketing and then outlines the reasons why digital media marketing is a worthwhile investment for businesses in the 21st century.

 

What is digital media?
Any kind of media that can be processed, analyzed, stored, and distributed through electronic devices is considered digital media. This type of media also includes content and promotions delivered via digital platforms (e.g., mobile phones, computers, apps, and podcasts). The uses of digital media can be anything from information, entertainment, and business. In this article, we will be shining a spotlight on the role of digital media in the business landscape, specifically in marketing.

 

What is digital media marketing?

Digital media marketing refers to the use of digital media and digital platforms in order to promote and sell products and services. Digital media marketing can be better understood by looking at the different types of digital media at our disposal.

 

Types of digital media

a. Earned media

If you’ve heard of “word of mouth” advertising, then you already know what earned media is. But to reiterate, earned media is the media that a company gets in the online environment. Hence, earned media is considered “free media” because the company does not need to pay to acquire it. Instead, any and every action of the company generates earned media through reactions to their actions (e.g., testimonials, reposts).

Many digital marketing experts agree that earned media is the most important type of digital media as it is organic and spontaneous. However, there are some efforts that can lead to or support the production of earned media. A good example of this is search engine optimization (SEO) adjustments, such as improvements in the company’s website and blog posts, which can lead customers to talk about the business.

b. Owned media

Owned media, as the name suggests, is the type of media that the company owns permanently. It includes channels of the brand like the company website, social media accounts, videos, blogs, and so on. 

Owned media are assets that the company has control over. So, this type of media is tailored to promote the company’s brand and products. The company invests in owned digital media in order to steer the conversation around its business through high-quality content.

c. Paid media

Paid media is the type of media that you need to pay for in order to distribute. Every direct investment made by a company falls under this category. The goal behind investing in paid digital media is to reach more audiences, often in a faster and easier way. Paid media includes AdWords on Google, Facebook ads, PPC (pay-per-click), and display ads. Though paid media can be costly, it offers significant gains if done correctly.

 

Importance of digital media marketing

The use of digital media in marketing has many advantages, which are outlined below:
Flexibility and ease of use
First of all, using digital media in marketing offers more flexibility. For example, it only takes a few clicks to modify a misspelt word on a social media post. In the case of an online ad, the company only needs to pull the ad and republish the modified version. Had the mistake been printed in a newspaper ad, it would have cost more time and effort to correct, if at all.
Improved productivity.

The use of digital media for marketing has allowed companies to boost their workflow and productivity. That’s because employees can use their smartphones, desktop computers, and the internet to promote their products and finish their other tasks throughout the day. With new technology, there is no need to go door-to-door to close a deal, or even to go to the office for a meeting. This increase in productivity helps companies generate more sales.

 

Greater brand awareness and loyalty

Last but not least, digital media marketing allows companies to stay relevant. With so many people using their phones to access information and entertainment, a company would be remiss to have no online presence. From finding information about a new product to purchasing an item, the internet is where business happens. When curious site visitors and loyal customers can click a link to view your products and make a purchase, they have a higher chance of doing so. The best part? When your customers are happy with how easy it is to buy from you, they’ll stay loyal to you. That’s how you take advantage of customer success in marketing.

 

Higher social interaction

Nowadays, brands can interact with their customers and prospects freely on many online platforms. It’s as easy as posting social media updates or responding to customers’ comments on your website. Maintaining good relationships with one’s customers across different time zones and locations is a breeze. Customers can even interact with each other and build communities to discuss your products and provide much-needed support and exposure to your brand.

 

Conclusion

Digital media marketing is essential because it offers flexibility and boosts productivity within a company. Moreover, it introduces your brand to a wider audience and encourages customers to interact with your brand and with one another. Learn more about marketing in the digital age at IT Lands.

 

 

Katie Pearce crafts this content for the IT Lands Digital Media Marketing category.