Emergence of Digital Media in Branding and Marketing

Digital arena is becoming more and more popular with brands as consumer have started getting connecting better in digital space.  The term ‘Digital’ was associated with gadgets like camera, CD, TV etc.  Now most of us can’t think of a life without digital media.  As our lives become full of digital media, brands tend to take advantage of that by connecting to consumers through digital media.

Digital Agency could be a business powerhouse, specializing in full service digital marketing.  Digital agencies involve in online marketing of brands through web sites, targeted campaigns, mobile applications, games and even off-line activation.  Even there are many differences between different digital agencies as there are different genres of digital agencies.  Some focuses on web site development, some deal with development of mobile apps and mobile sites.  Some focus purely on creative aspects, while some others just focus on managing advertisements on internet.  For an integrated campaigns for brands, agencies have to do many things in integrated manner.  For example, a launch campaign for a brand would require a micro-site, a mobile site, and a set of mobile apps.  Also there could be an SMS campaign that would provide the consumer with alerts as and when required.  Thus successful marketing and branding campaigns these days consider all aspects digital media, possibly along with non-digital media such as print and TV.

One major trend that is being observed is, many traditional agencies have started considering the ‘digital’ seriously and are developer expertise in digital space.  Brands also have started increasing their spend on digital.  This happens year-on-year.  Some research reports indicate that in next 2 years, brands are gong to double their spend in digital.  Even if their overall marketing budget is reduced, digital spend is going to rise, which is primarily due to the digital revolution that is taking place all over the world.  Future is exciting in digital universe.


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