There are three types of digital media: owned media, earned media and paid media. Owned Media: This type of digital media comes under the full control or possession of a particular company. The increase in the number of digital media provides greater visibility to the business. The greater visibility of a business or a company, in turn, increases the brandâ€™s authority and helps to improve the ranking on search engines.
Examples of owned media are websites, emails, electronic devices, blogs, videos, and social media platforms which help to promote the products within less time and cost.
The earned media is a type of media that involves advertising from a companyâ€™s customers. For example, suppose existing customers recommend the products or services of a particular brand or company on social media. In that case, this is a kind of media that a company earns because customers like its services and products enough to share about it with their followers, friends, peers, and others on the internet.
In this type, a company does not have control over what people say and review about that company and its products or services. This is just shared information via word of mouth, social media, testimonials, and other platforms on the internet.
Under this type of digital media a company pays to promote or advertise its products or service under this type of digital media to drive more traffic to its owned media. For example, a company pays for an online advertisement to improve its websiteâ€™s audience or traffic, increase its demand and sales, and drive more profits.
Paid media involves some digital tools to promote the products and services, such as display ads and paid search ads. A company advertises its brand or services by paying for online advertisement.
Benefits of Digital Media in Marketing
In this modern world, digital media is very important for every business. The benefits of digital media in marketing are as follows:
Digital media makes it easy for marketers, advertisers, and a company to share and modify information. If the company shares information or advertises the product or service in the newspaper or via print media, it can not make modifications after the paper has gone to press. However in digital media, it can contact the advertising department to make necessary changes and republish it.
It helps the companies market their products and services and reach a wider audience, which creates brand awareness in the market and raises sales and revenues of the company in the market.
Digital media facilitates social interactions and allows people to connect with others despite their location by sharing updates, messages via social media. A company connects with its target audience and tries to retain them.
It increases productivity because it enables the companies to perform tasks and jobs anywhere and anytime using the internet through which marketers and advertisers can complete their tasks quickly. This increases the productivity of companies and drives more sales and revenue for them in the market.
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