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Deviprasad Goenka Management College of Media Studies

Digital Marketing: The ruler of the Media Industry

By Prof. Kanchan Luthra

March 1, 2019 at 7:00 PM

Digital media has grown tremendously over the past decade, and it continues to grow at a pace not seen before. The revenue of growth that it has generated over the years is greater than any other sector in the media industry. The estimated growth of this sector for 2018 is 151 billion INR. It is not without reason that the digital media is called the ruler of media industry.

Superior Targeting: the targeting of audience by the digital media has more penetration than the traditional media. It is also one of the reason that the ROI is higher in digital media. Today media convergence is helping the marketer to have content based approach, wherein with minimum content we get maximum results. The beauty of digital marketing is that rather than pushing a marketing message at the target audience who don’t want to hear what you have to say, it is better to discover exactly what people are looking for, create the suitable content according to the marketing strategy, and appear before the target audience at exactly the moment they are looking for it.

Wider Reach: social media is all about social behaviour. It is how someone can reach thousands of people in one go. Creating content that can educate, inform, inspires and entertains will help the marketer establish and build long lasting relationships.

The growth of Prosumers: The growth of social media has made the consumer both proactive and reactive. The consumer has become empowered with information and the right to take their own decisions. Digital media has given the freedom to the consumer to interact, give their opinion and feedback to the marketer. The reign of market control has shifted from the marketer to the consumers. This has led to new term “Prosumer” being coined by Alfin Toffler in 1980. It is defined as “A consumer who becomes involved with designing or customizing products for their own needs.”

As rightly said by
“Social media is not just an activity; it is an investment of valuable time and resources. Surround yourself with people who not just support you and stay with you, but inform your thinking about ways to WOW your online presence.”-Sean Gardner