Digital Media Concepts
Throughout human history, mankind has developed various forms of media to communicate among themselves. Digital media represents the 21st century form of human communication. It emerged as an option to the all-time popular traditional media such as print & analog, which includes radio, newspapers, journals, magazines, audio cassettes, photographs, etc.
Fundamentals of digital media :While analog media works on a system that uses continuous signals with varying magnitude & data transmission in the form of waves, digital media is a form of electronic media where data is stored & transmitted in digital form. It works on electricity and only understands the presence(1) or absence(0) of electricity. The data encoded in binary signals (consisting combination of 1&0) is transmitted through communication channels like the internet to devices (like mobiles, tablets, and computers) which translate them into various forms like audio, video, image, etc.
To use digital media, the existing data must be converted into digital data. The process by which existing analog data is converted into digital data is called Digitization. By digitizing the data, the analog data is simply encoded in a binary system. Eg; Scanning a photograph or converting text written on paper into a pdf. digitization ensures easy availability for users to share their data on the internet or social media platforms. Digitalization, on the other hand, is the use of digital technologies for setting up automated systems. digitization is nothing but a mere conversion of data while digitalization is the use of digital technologies to improve the business process.
Web 3.0 & Media Convergence :The rise of digital media was not a sudden phenomenon. It started with the invention of the Internet in the early 80s which gave rise to the World Wide Web, an information system where users can share & access the content on a webpage. The earliest web version, now known as Web 1.0 was very static. A user was only limited to view & consume the data available on the internet. It was a very basic web version where the data was prioritized over the user. The technological advancement gave rise to Web 2.0 in the early 00s which was based on interaction with users & giving information. It allowed users to generate & share responsive content (blog, posts, tweets, images). It enabled users to comment online and give reviews ultimately developing a participatory social web.
currently, we as a user are experiencing an early, developing stage of Web 3.0 which has semantic web capabilities, which means, Web 3.0 will be able to provide the user with computer-generated content that is more human-like. It is based on the extensive & creative use of AI( Artificial intelligence ) and ML( Machine Learning ). Web 3.0 is supposed to be user-friendly & interactive as compared to its predecessors. The use of AI, VR( Virtual reality ) & AR(Augmented reality) is ensuring the transition so far. While it is in a very early phase of development, the future of digital media looks bright with better privacy, security & identity protection.
This whole Web & technological advancement has resulted in media convergence. It is the direct impact of digitization of media & the ever-growing popularity of the internet. It's the process in which distinct industries, services and work practices come together to create an entirely new form of content. eg; Zomato, an online food delivery service has an interconnected food industry ( hotels, restaurants) & automobile services( use of delivery bikes )
Revolution in Indian Digital marketing business :
AI, ML & IoT( Internet of Things) are revolutionizing the communication process. These key factors are playing a huge role in harnessing business growth in India. with easy internet access & cheap cost of internet services, internet users in India are growing exponentially & digital marketing services are finding it difficult to connect with the vast set of potential customers. AI, with an ability to effectively process big data ( possessed by business companies ) & provide solutions comes in handy for digital marketers.⦁ AI-powered services like Chatbots and software provide efficient client support services. small businesses are relying on AI-powered websites like ChatGPT & Bard for content writing. for reaching out to the target audience, various Ad campaigns are taking the help of AI systems to gather & analyze customer behavior data.
⦁ Online shopping businesses like Amazon and Flipkart have adapted the use of 3D visualization, AR & VR. This facility helps the customer to get a virtual feel of the online product and certainly helps the businesses to grow in trust and enhance their brand value.
⦁ With the increasing use of IoT, smart appliances are taking over traditional applications & appliances. From a smart wristwatch that can track your health to Self-driving cars and homes, the use of IoT technology & AI is playing a crucial part. The extensive use of AI, ML & IoT has helped the Indian market to grow and has also changed the traditional buying habits of Indian customers. This smart, techno-savvy customer base is eager to explore technological advancements.
Successful digital media campaigns in 2023 :
This digital media campaign harnessed an outrageous outcome. Amazon India recorded the biggest-ever response with 1.1 billion customer visits & more than 4 million new customers during the sales season. With its creative digital marketing strategies, it was able to penetrate tier 2 & 3 cities.
Consumers will get to see more of AI-powered digital media campaigns in future.
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References :
1. blog :What is Digital media - Maryville university https://online.maryville.edu/blog/what-is-digital-media/
2. Case study : Amazon marketing strategy https://www.simplilearn.com/tutorials/marketing-case-studies-tutorial/amazon-marketing-strategy
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