The Internet was a luxury a decade back. The mode of communication was the telephone, telegram, and letters. It even took days to communicate with a person from another place.

Television and radio provided information on current happenings. Promoting a business needed a lot of money and groundwork in those days. After the evolution of Digital Media, situations have changed to be more favorable.

The evolution of Digital Media is the reason for internet access to a majority of people in the world. Digital media has shattered the boundaries making the world into one place. It is also updating one’s life day by day. Digital Media connects every nook and corner of the world. It has different forms such as social media, Email, e-newspaper, e-magazine, video apps like YouTube which can connect people, provide relevant information, create awareness, promote a brand and even more.

Social media applications such as Facebook, WhatsApp, Twitter has made the world a smaller place. While application like Pinterest, Wikipedia encourage one to explore and gain knowledge. Video applications like YouTube show live demonstration from cooking to scientific experiments. Email applications such as Gmail, Yahoo help communication take place professional. Blogs provide various information that is useful in many aspects. It also encourages one to write and enhance creativity.

Online media such as e-newspaper, e-journals, blogs, video portal give information about current events, create awareness.

Online marketing mediums like websites promote a brand through adopting online marketing strategies like pay per click, Search Engine Optimization and Search Engine Marketing.

Digital media has made promotion easy and cost-effective.

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Voluminous people are accessing the Internet every day.

Promoting a brand on the online platform is beneficial as it reaches a mass crowd. The users can decide the audience, location, and cost of the promotion.

Managing digital media requires both creative and analytical skills. It requires creating creative and attractive content regarding the brand, determining the platform to post the content describing the brand, creating a social media profile of that brand, assessing SEO configurations, handling paid search, monitoring analytics, retain a daily budget, maintaining a stable brand consistency, interacting with customers and getting the feedback to improve the business.

Digital Media Management supports in developing the strategy to promote a brand. It uses a Digital Assets Management (DAM) system to save the digital information of an organization. The DAM system will be utilized by authorized persons of the organization to archive the files. It can be used to obtain data for advertising.

Digital media has bulky advantages. It also has some disadvantages.

In social media, tackling privacy issues, updating the application to make it more user-friendly, supporting the users in overcoming cyberbullying and harassment is a big challenge.

In digital marketing, the increase in the number of websites, ascending security issues, the rising ad costs, growing ad blockers adds to the challenges.

Finding genuine information, guarding the children against getting exposed to explicit content are the challenges faced by users.

Securing the content, meeting audience needs and presenting fresh content, competing with other media groups, developing the infrastructure to keep updated and storing files in the archive are challenges for the broadcasters.

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Intellectual property rights deal with securing inventions, designs, and artistic works in the digital medium. The Copyright law, Trademark law, Trade secret law come under intellectual property rights. Copyright law penalizes stealing image, video or software of a person who has created it. Trade Mark law secure brand name and logo designs of a brand. Trade secret law secure the trade secrets of a company or organization. The Information Technology Act 2000 of India help its citizens in facing problems regarding sensitive personal information.

Competition Law is to encourage fair competition between various business happening and keep an eye on anti-competitive actions. These laws help to tackle many issues on the internet. However, awareness is essential as there are many victims of cybercrime.

Thus Digital Media is a mixed virtual world where one has to aware of their virtual surroundings and gain benefits from its resources.

Would you like to read more about this topic? This book might interest you: Digital Media Management.