DIGITAL MEDIA

Digital media are any media that are encoded in a machine-readable format. Digital media can be created,
viewed, distributed, modified and preserved on digital electronics devices. Computer programs and
software; digital imagery, digital video; video games; web pages and websites, including social media; data
and databases; digital audio, such as mp3s; and e-books are examples of digital media.
Digital media is an ever-growing source of entertainment, news, shopping and social interaction,
and consumers are now exposed not just to what your company says about your brand, but what
the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe
them than you. People want brands they can trust, companies that know them, communications
that are personalized and relevant, and offers tailored to their needs and preferences.
DIGITAL MARKETING
Digital marketing and its associated channels are important but not to the exclusion of all else.
Its not enough to just know your customers; you must know them better than anybody else so you
can communicate with them where, when and how they are most receptive to your message. To
do that, you need a consolidated view of customer preferences and expectations across all
channels Web, social media, mobile, direct mail, point of sale, etc. Marketers can use this
information to create and anticipate consistent, coordinated customer experiences that will move
customers along in the buying cycle. The deeper your insight into customer behavior and
preferences, the more likely you are to engage them in lucrative interactions.

Examples of digital media

1.
Digital advertising, also called Internet advertising is when businesses leverage Internet technologies to
deliver promotional advertisements to consumers.

Revenue in the "Digital Advertising" market amounts to mUSD 1,491.7 in 2016.

The market's largest segment is the segment "Search Advertising" with a market volume of mUSD 737.6 in
2016.

mUSD 2,040.3 of total revenue in the "Digital Advertising" market will be generated through mobile in 2021.

The retail industry accounts for the largest revenue share, that is 4.26% of Display Advertising revenues in
2016.

Electronic Billboard
Electronic billboards are the digital version of traditional billboard advertisements. These billboards display a
variety of digital advertising messages. They are targeted because they provide advertisers with the opportunity to
change advertising messages throughout the day. Digital billboards are cost-effective because several advertisers
share the expense with rotating advertisements.

Web-Based Marketing
Another example of digital advertising is web-based marketing. This form of advertising targets Internet users
while they visit websites. Pop-up advertisements appear as a new window and display an advertising message for
a product or service usually related to the original website. Video advertisements are another form of digital webbased advertising that plays brief "commercials" before the video loads, during a break in the video or at the
conclusion of the video. Major search engines offer video media options to advertisers.

Viral Marketing
Viral marketing is a form of digital advertising businesses use to spread the word about their brand. Advertising
messages are spread digitally through email and other online media. This form of advertising encourages existing
customers to tell others about a product, service or company.

Audio Advertising
Audio advertising is a form of digital advertising that targets consumers through Podcasts, Internet radio and live
streaming digital radio. Podcasts are digital audio files such as an MP3 that users download to a computer or
personal media player. Internet radio and live streaming digital radio play "sponsor" messages that advertise
products and services to consumers while they listen to the radio online.

2. MOBILE Media
This unobtrusive two-way communications caught the attention of media industry and advertisers as well as
cellphone makers and telecom operators. Eventually, SMS became a new media - called the seventh mass
media channel by several media and mobile experts - and even more, it is a two-way mobile media, as
opposed to one-way immobile media like radios, newspapers and TV. Besides, the immediacy of
responsiveness in this two-way media is a new territory found for media industry and advertisers, who are
eager to measure up market response immediately. Additionally, the possibility of fast delivery of the
messages and the ubiquity of the technology (it does not require any additional functionality from the mobile
phone, all devices available today are capable of receiving SMS), make it ideal for time- and locationsensitive advertising, such as customer loyalty offers (ex. shopping centres, large brand stores), SMS
promotions of events, etc. To leverage this strength of SMS advertising, timely and reliable delivery of
messages is paramount, which is guaranteed by some SMS gateway providers.

Mobile media has begun to draw more significant attention from media giants and advertising industry since
the mid-2000s, based on a view that mobile media was to change the way advertisements were made, and
that mobile devices can form a new media sector. Despite this, revenues are still a small fraction of the
advertising industry as a whole but are most certainly on the rise.

Types of mobile advertising are expected to change rapidly. In other words, mobile technology will come up
with a strong push for identifying newer and unheard-of mobile multimedia, with the result that subsequent
media migration will greatly stimulate a consumer behavioral shift and establish a paradigm shift in mobile
advertising. A major media migration is on, as desktop Internet evolves into mobile Internet.

3. Digital video OVER THE TOP

In broadcasting, Over-The-Top content (OTT) is the delivery of audio, video, and other
media over the Internet without the involvement of a multiple-system operator in the control
or distribution of the content. The Internet provider may be aware of the contents of the
Internet Protocol packets but is not responsible for, nor able to control, the viewing abilities,
copyrights, and/or other redistribution of the content. This model contrasts with the
purchasing or rental of video or audio content from an Internet service provider (ISP), such as
pay television, video on demand or an IPTV video service.

4. DIGITAL TELEVISION

Digital television (DTV) is the transmission of television signals using digital rather than conventional
analog methods.
Advantages of DTV over analog TV include:

Superior image resolution (detail) for a given bandwidth

Smaller bandwidth for a given image resolution

Compatibility with computers and the Internet

Interactivity

Superior audio quality

Consistency of reception over varying distances

Digital television is not the same thing as HDTV (high-definition television). HDTV describes a new
television format (including a new aspect ratio and pixel density), but not how the format will be
transmitted. Digital television can be either standard or high definition.
In the United States, analog television broadcasts will stop in 2009. Analog television sets will require
digital set-top boxes to convert transmissions. Most satellite and cable subscribers already have converter
boxes. However, people who previously used antennas for "over the air" transmission and cable customers
who now plug the cable directly into their sets will need converters.

5. Digital music
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6. social media

7. gaming

8. ebooks
As a generic term, an electronic book (or e-book) is a book-publication in digital form, consisting of text,
images, or both, readable on computers or other electronic devices.[1] Although sometimes defined as "an
electronic version of a printed book",[2] Many e-books exist without a printed equivalent. Commercially produced
and sold e-books are usually intended to be read on dedicated e-reader devices. However, almost any
sophisticated computer device from the 2010s that features a controllable viewing screen can also be used to
read e-books, including desktop computers, laptops, tablets and smartphones.