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DIGITAL MEDIA Notes DIGITAL MEDIA 2017-2018 Semester-VI- TYBMM EDITION I By: Dr HANIF LAKDAWALA [email protected] NOTE: This material is for non commercial purpose. Only for the purpose of reference. Dr Hanif Lakdawala [email protected] MODULE I: Introduction to Digital media: 1. Understanding Digital Media 2. Principle 3. Key concepts 4. Evolution of the Internet 5. Traditional v Digital Understanding Digital Media: What is digital marketing? Digital marketing is a term used to describe the integrated marketing services used to attract, engage and convert customers online. Digital marketing utilizes multiple channels such as content marketing, influencer marketing, SEO, social media and online advertising to help brands connect with customers and uncover performance of marketing programs in real-time. Thus digital marketing is Digital marketing is: Building awareness and promoting a brand or product using all available digital channels. When consumers hear about a product today, their first reaction is “Let me search online for it”. And so they go on a journey of discovery: about a product, a service, an issue, an opportunity. Today you are not behind your competition. You are not behind the technology. You are behind your consumer. The term digital media refers to any type of media that is in an electronic or digital format for the convenience, information and entertainment of consumers. It includes anything that is presented in an audio (sound) or video (visual) form that can be seen and heard by others. Examples include music files, such as MP3, Midi, or WMA files; video feeds found on the Internet at popular video websites; and animated Flash® or graphic design files and images used to create interactive websites and games. Digital media files are generally accessed by using complex electronics devices that contain digital receivers or processors. These devices can include computers, mobile devices, video Dr Hanif Lakdawala [email protected] game consoles, projectors, television and radio. Consumers access these files mostly for entertainment and educational value; however, others are used for manipulation into other forms of media, such as movies, albums, or websites. Audio and music files are usually accessed with digital media players, such as MP3 players or radio devices; they can also be downloaded from the Internet on music file sharing websites. Since digital music files are easy to locate, download, and store, this format is very popular among music lovers. These files are also easy to share among consumers. This is a lower cost alternative to purchasing large albums or collections of music permanently stored on tapes, CDs and records. Digital visual and video media is becoming a more popular form of sharing images and information for its quick entertainment value. Video and graphic image media is not only used by regular consumers who have access to affordable digital image and video creation and editing equipment and software, it’s also a format that many businesses are beginning to use. These files provide interesting and stimulating formats that have many ways of being used for the benefit of promoting ideas, information, and entertainment with the public. Gaming digital media has been available since the first video games were introduced in the 1980s. While this has been traditionally a youthful pursuit, with the introduction of mobile gaming systems and family-friendly video games, this hobby is becoming a staple of many households and is enjoyed by consumers of all ages and abilities. The gaming media is most often found is either in a physical format, which must be purchased at video game retailers, or the more convenient downloadable forms that are found on the Internet. Types of digital media: • include software, • digital images, • digital video, • video game, • web pages and websites, • social media, • data and databases, • digital audio, such as MP3 and • Electronic books. Dr Hanif Lakdawala [email protected] Definition of Digital Media. Digital media is digitized content that can be transmitted over the internet or computer networks. This can include text, audio, video, and graphics. This means that news from a TV network, newspaper, magazine, etc. that is presented on a Web site or blog can fall into this category. Advantages of Digital Media Advertising Campaign Long-lasting and Impressive: It is plain and simple that a winning advertisement will last longer in customer’s minds. Whether the ad is brilliant, funny, influential, or creative, a highly innovative ad is more likely to make the consumer select that company when they find later on that they are in requirement of that product. a. Forms a Fan Community Quicker: Creative communiques get more consideration and more positive reviews about the products being marketed from their customers. Moreover, they are more probable to involve the audience and the product promoted. When your audience is engaged, word of mouth elevates automatically. Highly creative digital media advertising campaign leads to more conversation about these ads and therefore, extend the audience from just those who perceived the campaign. b. More Productive: A lot of study says that when a dollar is invested in a greatly resourceful digital media advertising campaign instead of ordinary ad of similar products, on average, this leads to double the sales impact of a dollar expended on a non-innovative advertisement campaign. Therefore, the creative advertisement is more impact and propel higher sales. c. Digital Media Advertising: Keeps you at par with rivals: Digital advertising not only maintains your pace with your competitors, it can also brace you up to compete head- to- head with noteworthy brands and huge corporations. d. Less Media Spending: A more convincing advertisement can enable other aspects of the ad budget to be drastically decreased. This not only leads to more revenue by least cost, but this can also help in rearranging your marketing budget to other parts of the business in want of it. e. Easy to measure: You can keep eagle’s eye on the real-time, which campaign is working and, which is not working for your business online and you can acclimate very fast to amend your results. For evaluating traffic to your site, you can use Google Analytics to measure particular goals you want to attain for your website or blog and most packaged email marketing solutions deliver better understanding into how many people are opening, reading and getting converted via your emails. f. Brand Improvement: An appropriately maintained website with quality content targeting the requirements and adding value to your target audience can offer substantial value and lead generation chances. The same can be said for making use of direct advertising response with Dr Hanif Lakdawala [email protected] Principles of Digital Media Marketing For a business to succeed in today's world, it is important to have a strong digital impression within the internet. Therefore, when a business is defining its marketing plan, it must incorporate a solid digital strategy. How much value you have on each of the following factors correlates to how successful your business can be online and in the real world. 1. Innovation: Creative innovation as the name suggests is all about bringing new formats of creative assets, or a new technology in existing forms. One of the obvious problems in executing creative innovations is the feasibility of implementation, especially when it involves new technology. The capability of media owners in execution decides the fortune of the ‘innovation’. Media innovation is all about finding new ways of using the media space or creating a new media space altogether. We have seen how the media space has evolved, for it to be used for advertising purpose. Therefore, its very hard to differentiate ‘innovation’ from what it would have been an organic evolution of the space. For example, if you had run advertising in mobile apps five years back, we would have called it innovative, but today it’s a standard part of any mobile media plan. Creative and media services need to and are blending very fast with each other, which is essential for bringing about a true innovation. Innovation suffers from another major bottleneck while selling the idea and that is resistance from advertisers. Digital media is always being looked at as a highly measurable media, and this measurability extends to ‘innovation’ before even executing it. Usually clients ask about the projected numbers as a result of the proposed idea, how it will achieve results that are quantifiable, what are the benchmarks, etc. First of all, if it’s an innovation, how can there be any benchmarks? Secondly, if clients have the appetite for innovation, then they should not be afraid to try it in absence of any benchmarks. Innovation leads to impact. While we question the reasonability of clients’ doubts, another problem with executing innovations is the lack of farsightedness on agencies’ parts in the proposed idea. Advertisers always want to see some actionable results through the innovation and they are not doing it for the sake of doing it. Agencies will need to support the idea with scalability so that the overall media/marketing objectives are always in sight while ideating and execution. Most of the creative ideas fail purely because of the scalability issue. The long-term impact of the innovation on brand has to be kept in mind and should be visible as a result of the execution. It could be difficult to measure the impact in purely quantifiable terms but there are some soft parameters that can be deployed to gauge response and effect of the execution. Dr Hanif Lakdawala [email protected] 2. Integration: The importance of integration within digital media and with traditional media is ever increasing. With increasing media fragmentation, as it becomes harder for clients and agencies to choose an apt media, the need for integration is inevitable.
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