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Impact of Digital Media on Advertising

Updated on May 15, 2014

In this phase of the 21st century period, there have emerged new waves of digital media technologies that have had a great impact and more so transformed the many of the society’s aspects. Face book, MySpace, Twitter, YouTube and others have a huge global following and have influenced the political, social and information activities of persons or organisation in the global perspective. However, in the recent times, controversy over the kind of information and the negative impact posted by these new media have sparked responses from other members of the community with regard to the ethics and philosophers in technology.

The advancement of the internet technology as well as the world wide -web has resulted in a dynamic shift regarding the way businesses operate for effective competition in the market place. Modern technology and the World Wide Web have made it easy for organizations, both large and small, to seek clients on a global perspective. Establishment of the web presence has turned out to be a crucial factor for a consistent growth and development for many businesses. However, many companies find it a challenge in transitioning to the world of e-commerce (Alter, 2009). An effective penetration in the world of e-commerce has necessitated a formulation of an efficient solid internet marketing strategy.

Business leaders today have either embraced or still figuring out on how to embrace the digital media in this dynamic business environment. This is because, the digital media can be effectively used in evaluating the level of market awareness, and uncovering new insights in business categories. Organizations have found out that consumer conversations can be analyzed through online means at both category and product level. The purpose of this paper is to evaluate the impact of digital media on advertising.

Despite the negative impact associated with the digital media, there are also positive attributes that can be related with it. For instance, digital media has enabled companies to relay information to their customers or the public faster than ever. Instead of printing inserts and waiting for local papers to announce their sales, organizations can let the international community know about the extant promotion and services through social network, mail and the internet.

The development of social media in marketing platforms has been increasingly used by organizations in building social signals that are very crucial in many SEO digital marketing campaigns. Apparently, the emergence of various media platforms has offered internet markers a broader range of marketing opportunities in building brand visibility over the internet. How the company’s website is ranked on the search engine may have a great impact with regard to conversion rate, lead acquisition and customer relations.

Integration of social media marketing with search engine optimization strategies have proved to be effective in generating a website organic traffic. There have been various social media marketing trends that definitely impact the way digital marketers undertake their search engine optimizations campaigns in boosting their lead generation process as well as the website generation rates.

Majority of online marketers are now viewing the value of social media marketing for their organizations in a new perspective. There has been a significant explosion on the number of socials users as a way of shopping for goods or services, why they need. This is in regard with the various consumer statistics on the use of social media as a platform for shopping. Users of social media have an opportunity of recommending the quality and usefulness of particular to their social circles. This can significantly boost the business marketing which can then boost the brand image and in increasing the number of people who become interested on the particular reputation and therefore, seek out the products or services offered by the company.

Baron, and Shaw (2009), explains that word of mouth type of advertising has a tendency of having a higher rating of trust from the customers than the product description that the organization promotes from its websites (95). If a webpage happens to gain more likes and share from the social media circles, then the company benefits from reaching a wider audience. The initiative may also greatly influence the potential customers. Integration of social media to digital marketing campaigns is therefore essential for a company to effectively attain its marketing objectives. From just being a mere luxurious avenue of marketing the business online, social media marketing has become a crucial pillar in SEO. It has therefore, become necessary to integrate it to digital marketing in order to make the businesses competitive.

In social perspectives, social media has removed all the interaction and communication barriers. Presently, individuals can communicate their thoughts and perceptions on a variety of topics. Experts and students are able to communicate and share with the likeminded people as well as ask for the opinion and input of a particular topic. Social networking has also united people on a broad platform in order to achieve a specific objective. Organizations can always use this platform in reaching a wider range of audience and potential clients.

Because of digital media, business organizations can now choose from various options in promoting their products or interacting with their products. Instead of choosing among radio or TV commercial or print advertisements, there are now able to create media, which combines the visual, audio, interactive, and text media. This mixed type of media may appeal to a larger audience with preferences that are differentiated. However, it be also be considered that keeping up with the ever changing technology may require more enhanced strategies. These also requires new strategists who area able to think and create these digital media.

Digital media and the web are enabling people to be more connected than they used to be in the past years. In addition, interactions with other consumers are in most cases more trusted and valued by customers. Consumers respond positively to organizations that seem to care about their needs and understand them through providing excellent customer service. Use of digital media has enabled businesses to become more service oriented concerning their operations and in tailoring what they provide towards meeting the needs of their customers.

               Press releases are now uploaded in digital media sites and customers can now chat with   government officials online. For instance, Jack Holt, a media director in the US department of deference, established a You Tube Channel specifically to provide information to the American people on the happenings of Iraq. Internet users found it possible to get the up to date happenings in Iraq than it was possible in earlier times. These videos are now famous and there are still regular updates by commanders and generals.

Organization leaders have found social media has simplifying engagements and social networking with the clients. Further, social network and media can be a good platform to fight negative publicity from the government’s enemies and as an avenue for measuring public feelings and strategize on how to respond to them accordingly. Many digital marketers have been lured towards social media advertising because of the current trend on consumer’s behaviour. Surveys on the use of social media indicates that a large percentage of consumers spend an average of 40 minutes on daily basis on popular media sites such as Twitter and Facebook. On the other hand, more than 10% of the internet users are spent on social media sites. This points out the high potential gain which social media is excepted to offer its online marketers.

At the end of 2013, approximately 53% of digital marketers have already positioned their brands to social media markets. The rise of social media advertising has also continued to be observed in 2014. Businesses that have not yet embraced this form of marketing have been greatly disadvantaged from their competitors who have taken advanced steps with large and better opportunities to play. Users of social media have become more engaged in sharing and liking images. This presents good opportunities for internet marketers in growing the social signals, which will provide their brands with better search ranks. Image content may be very appealing among social media users and will therefore, offer an effective online exposure of the particular brand. For instance, the image centric content has increasingly become one of the social media marketing trends which have been embraced by Atlanta’s social media marketing organizations. These images are similarly integrated in their search engine optimization campaigns under the concept that images have been known to boost a company’s exposure to users of search engines.


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