Digital media refers to any communication that uses digital or machine-readable formats. It can be created, viewed, distributed, modified, listened to, and preserved on digital devices. Digital media brought about changes in fields like journalism, entertainment, education and more. It also created challenges around copyright and intellectual property. Early concepts of digital media came from figures like Charles Babbage and Ada Lovelace in the 1800s. The first truly digital media appeared with digital computers in the 1940s-1950s. Digital media includes audio, video, images, text and social media. It has converged with other media through devices, economic forces and shared culture. Media convergence provides benefits like access to information but also disadvantages like information overload.

1. UNIT 3
DIGITAL MEDIA

2. INTRODUCTION
• Digital media means any communication media that operate with the use of any of various
encoded machine-readable data formats. Digital media can be created, viewed, distributed,
modified, listened to, and preserved on a digital electronics device.

3. What Is Digital Media?
Digital media is information shared through a
digital device or screen. Essentially, it’s any form
of media that relies on an electronic device for
its creation, distribution, viewing, and storage.
Companies often use this form of media to
advertise their businesses and brands. In fact, a
majority of modern marketing involves some
form of digital media to create and display
advertising content. That includes social media
posts, video advertisements, and blogs or
research articles.

4. Digital media created a whole new world in the fields of journalism, entertainment,
education, publishing, commerce, and politics. It brought about new challenges
concerning copyrights and intellectual property.
The Impact Of Digital Media Brought About A Technological Revolution. The Internet, Personal Computing,
And Digital Media Gave Us A Chance To Handle Information On A Level Which We Could Only Dream
About With Traditional Information Storage Devices Like Books

5. EARLY HISTORY
5

6. Machines could read the information on
computers, even though this may seem
strange to modern generations.. The first
concepts on machine-readable codes came
from charles babbage, and he envisioned
that these codes could help machines solve
calculation problems. The first notion of a
rudimentary computer program came from
ada lovelace in 1823, when she wrote the
first instructions for calculations
performed on babbage’s machines. Other
media which machines could read back then
include, for example, instructions for
player piano
Digital era
The first media we could truly call digital
appeared with digital computers. They employ
binary code and Boolean logic to process and
store information. This way, one machine can
work on a variety of tasks, all at once. The first
digital computers were the EDSAC, invented in
1949, and the Manchester Mark 1, which
appeared a year earlier. The main difference
between these new age machines compared to
analog ones from the past was the fact they had
digital software which ran their logical operations.

7. EXPLORING TYPES OF DIGITAL MEDIA
7
Audio:
Audio forms of digital media include digital radio
stations, podcasts, and audiobooks. Tens of millions of
Americans subscribe to digital radio services such as
Apple Music, Spotify, Tidal, Pandora, and Sirius, which
provide a wide range of musical stations and allow
users to listen to databases of millions of songs on
demand.
Many digital media outlets are visual, from streaming movie and
television services such as Netflix to virtual reality surgical simulators
used in medical institutions. One of the biggest players in visual
digital media is YouTube, which hosts billions of videos. Launched in
2005, the website is one of the most popular destinations on the
Video :

8. EXPLORING TYPES OF DIGITAL MEDIA
8
Social media includes sites such as Twitter, Facebook,
Instagram, LinkedIn, and Snapchat, which enable their
users to interact with one another through text posts,
photographs, and videos, leaving “likes” and comments
to create conversations around pop culture, sports,
news, politics, and the daily events of users’ lives.
Advertisers have made their way into the digital media landscape,
taking advantage of marketing partnerships and advertising space
wherever possible. The internet has moved away from the use of
pop-up and auto play ads, which flooded early websites and drove
away visitors. Instead, advertisers look toward native content and
other methods of keeping consumers invested without overselling
Social media
Advertising:

9. EXPLORING TYPES OF DIGITAL MEDIA
9
Traditionally, people consumed text via books, print
newspapers, magazines, and the like. Even though
digital media has *proliferated, the desire for those kinds
of reading experiences has endured. Research from the
Pew Research Center indicates that 38% of adults in
the U.S. read news online. The proliferation of literary
websites, the popularity of resources like Wikipedia, and
the rise of e-readers like the Kindle all further underline
the continued importance of written work in digital
media.
News, literature, and more

10. *MEDIA CONVERGENCE
10
Media Convergence simply refers to the merging of different types
of mass media such as Traditional Media, Print Media, Broadcast
Media, New Media and the Internet as well as portable and highly
interactive technologies through digital media platforms.

11. MEDIA CONVERGENCE
11
The combination of 3Cs, i.e. Communication,
Computing and Content as all three are
integrated through technology. The most
relevant example of media convergence is a
Smartphone that blends together various media,
i.e. print media (e-books, news apps), broadcast
media (streaming websites, radio, music apps)
as well as new media (the internet) into a single
device that performs various functions from
calling and texting to photography, videography,
gaming and so much more.

12. 3CS OF MEDIA CONVERGENCE
12
3Cs of Media Convergence
are Computing, Communications, and Content. Media
Convergence unites these 3Cs of Computing,
Communications and Content and is an immediate result
of digitization and promotion of the Internet. To put it
even more simply, the convergence of Content with
Communication technologies and Computer Networks is
what leads to Media Convergence.

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Examples
The most popular examples of Media Convergence are:
•Smartphones (converging camera, music, the internet, books, and
all other media together)
•Online Radio (converging radio with the Internet)
•E-books (converging paperbacks with the digital technology)
•News Websites and Apps

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Media convergence has proved to be beneficial in the digital era which is filled
with content seeking our attention continuously. Here are the most important
advantages of Media Convergence:
 The instant availability of news and moment-based content is one of the top
advantages of media convergence between traditional media and new media.
 The content producers can specifically target the best audience or group they
are aiming towards by publishing customized content.
Advantages

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 With media convergence, the audience has also become the creator themselves. From memes
to social media posts, media convergence has truly been beneficial to integrate audience on a
global level.
 Another important benefit of media convergence that it has broadened the limitations of
traditional media by blending it with new media, thus providing instant and latest content on an
international level.
With the media convergence between traditional media and new media, the cost of digital marketing
has also become economical thus making this process beneficial and affordable.
Advantages

16. TYPES OF MEDIA CONVERGENCE
16
Media convergence is an umbrella term that can be defined in the context of
technological, industrial, social, textual, and political terms.
The three main types of Media Convergence are:
•Technological Convergence
•Economic Convergence
•Cultural Convergence

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18. TECHNOLOGICAL CONVERGENCE
18
Technological convergence is a term that describes the layers of abstraction
which enables different technologies. It is when new technologies are created and
take over from past technologies and perform the same task in a more efficient
manner. Technological convergence is the combination of computing,
communication, and content around networked digital media platforms. It
aims to convert existing media into a digital form of technology, for example,
viewing a book online (E-books, Kindle).

19. The Basic Fundamentals Of Technological Convergence Below:
19
 Technologies convergence is when new technologies are created that mostly take over or get
upgraded from past technologies and perform the same task but in a more advance manner,
for example, people used to listen to music using the radio but now technological
convergence but now the convergence has evolved majority use smartphones.
 Technological convergence is the tendency that as technology sometimes evolves towards
performing a similar task
https://leverageedu.com/blog/media-convergence/

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What is New Media?
Digital technologies that are backed by computers and the Internet have hugely impacted the concept of Mass
Communication. Social platforms, blogs, video games and online news portals can be collectively called
the New Media.
Given below are some of the characteristic features of Digital platforms which set it apart from the
traditional form of communication.
Digital
•Interactivity
•Hyper textuality
•Simulation
•Asynchronous
•Storage
•Accessibility

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There are several types of new media that are used in the market today. However, if we try to bring them under
one spectrum, it will be tough as mediums of communication changes every year with new inventions. There
are so many options available in today’s time that even those considered under this seem to be old now.
It is just not limited to websites but has grown much ahead in the field.
Here are some types that are available in today’s scenario:
•Websites
•Social Media Platforms
•OTT Platforms like Netflix
•Blogs
•Virtual and Augmented Reality
•Email
•Music Streaming like Spotify
Types of New Media

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Economic Convergence
Definition of Economic :-The Economic media convergence allows a single company to
target larger interest groups through various kinds of media.
Some of its key features are:
•In Economic convergence large companies use old and new media to their
advantage by selling merchandise or the rights of the product.
•It is the horizontal integration of the entertainment industry companies such
as Sony, AOL, Time Warner now has an interest in film, TV books, games,
and the internet, music real estate, etc.

24. WHAT IS BROADCAST MEDIA?
24
While earlier only TV and Radio were considered as the part of Broadcast
Media, with the advancements in technologies and introduction of new-age
entertainment ways, other platforms are also becoming popular. We can say
that *Podcasts, Blogs Advertising Websites, Digital Journalism and Online
Streaming are also an inevitable part of this domain.

25. CULTURAL CONVERGENCE
25
This concept of media convergence occurs when two or more cultures adopt each other’s
traits and become more alike. Those Increasing similarities between cultures are not limited
to beliefs of consumer brands and media. Some of the major forms of cultural media
convergence are:
•Acculturation: When weaker among two cultures adopt traits from more dominant culture
e.g Indians mostly speaking the English language.
•Assimilation: When original traits of weaker culture are completely erased and replaced by
traces of more dominant culture e.g war immigrants no longer speak the native language.

26. IMPORTANCE OF MEDIA CONVERGENCE
26
why media convergence is important?
It is important because it blends together content, communication technologies and computer
networks thus leading to the immediate transformation of many established industries, services as
well as work practices and through all this, new forms of content are born.
 It transforms the modes of communication, news reporting, and journalism. For example,
Media journalism.
 It led to cross-media since a huge amount of content is now being accessed through portable devices.
For instance, news organizations no longer simply rely on print or AV transmission.
 Many new media forms are born like news portals, podcasts, news feeds, blogging, websites and
mobile applications.
 The newly converged media platforms provide online access to the archives, and endless
opportunities for users to comment on the story or provide links to relevant material.

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Difficulty in assessing consumer responses and reactions scattered across diverse
converged platforms.
More competition for consumer’s time and attention with various media platforms
in one device.
Audiences often feel overwhelmed with massive amounts of information overload.
The older generation and the disabled sections of the community find it hard to
learn the digital skills to use different types of media
Highly relied on technology and the internet thus the areas deprived of these two
aspects can face issues with using online information.
Prone to cyber-attacks and malfunctioning
Disadvantages of Media Convergence

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Media Convergence has proven beneficial for small and large businesses both as well as
have provided us with the rapid accessibility and availability of information and content
at the touch of our screen. Media convergence has also made communication better thus
making our society more globalized though it has resulted in our unhealthy addiction to
our devices too.
Hopefully, this blog helped you acquire the basic knowledge of Media convergence
How does media convergence affect society?

29. INTRODUCTION TO E-COMMERCE
29
E-commerce is also known as electronic commerce. It is a methodology of
doing modern business and addresses organizations, vendors, and customers’
requirements to reduce the cost. It also ensures that cost reduction on
commodities improves the quality of goods and services and adds on with the
delivery speed. E-commerce does the exchange of business through
Electronic data exchange (EDI), electronic mail (E-mail), electronic
bulletin boards, electronic fund transfer (EFT) and other network-based
technologies.

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Digital advertising refers to marketing through online channels, such as
websites, streaming content, and more. Digital ads span media formats,
including text, image, audio, and video.
What is digital advertising?
Digital advertising refers to marketing through online channels, such as websites,
streaming content, and more. Digital ads span media formats, including text, image,
audio, and video. They can help you achieve a variety of business goals across
the marketing funnel, ranging from brand awareness to customer engagement,
to launching new products and driving repeat sales.
The field of digital advertising is relatively young, in comparison to traditional
channels such as magazines, billboards, and direct mail. The evolution of
advertising isn't just about what the ads look like or where they appear, but also the
ways they're built, sold, and measured.

31. DIFFERENCES BETWEEN DIGITAL ADVERTISING AND TRADITIONAL ADVERTISING
31
 The primary differences between digital advertising and traditional advertising are flexibility and
precision.
Flexibility
How quickly digital ads can go live. The process of printing and distributing ads through
traditional channels—sending out newspapers, painting a billboard—can take a
significant amount of time. In contrast, digital advertising can have a much shorter lead
time, showing up on a website almost immediately after the ad is created. For ads that are
automatically generated based on a standard template, the process can take literally a few
minutes.

32. DIFFERENCES BETWEEN DIGITAL ADVERTISING AND TRADITIONAL ADVERTISING
32
Flexibility
Unlike print advertising, where an ad can't be changed once it's been published,
digital ads are flexible even after the campaign is live. Depending on the specific
channel, it may be possible to adjust the creative content, timing and frequency,
targeting, and more. This allows for in-flight optimization where you can make
adjustments to ad campaigns based on how they are performing.
Digital advertising is also extremely flexible in terms of budget. Complex and
high-profile digital advertising campaigns may be just as expensive as traditional
advertising—or more—but digital ads are also accessible to smaller businesses
without significant budgets, and may scale up or down to match your financial
investment.

33. PRECISION
33
Another key difference between digital advertising and traditional advertising is
precision. Traditional ads in magazines, on TV, or on billboards reach anyone
who sees them. In contrast, digital advertising lets you use different methods
of targeting in order to be more precise and reach audiences who are more
likely to be interested in your ad. For instance, if you sell outdoors equipment,
you may choose to reach audiences who are interested in hiking, or reengage
shoppers who have browsed your products but not yet purchased. Depending
on the format, you may also choose to limit your ad to certain times of day, or
exclude audiences who have already viewed your ad once from seeing it
again.

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Why is digital advertising important?
There are many reasons that digital ads are a crucial part of any business's marketing strategy. Maybe
the most important one is that consumers are spending more and more time connected to the Internet
through their computers, smartphones, and smart home devices. The average American has access to
more than 10 connected devices in their household.
1
Digital marketing allows you to meet audiences
where they are.
People make decisions about the goods and services they buy at all times of the day, during all kinds
of activities. With digital ads, you can reach audiences when they are browsing online for products to
buy. Or you might reach them when they're streaming a TV show, visiting a favorite website, or using
social media. Even if they don't choose to purchase from you in that moment, reaching them in these
different contexts can help them remember your brand later on, when they're ready to purchase.

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What are the different types of digital advertising?
There are multiple types of advertising formats in digital marketing. These are some of the most
common:
Search advertising
Search ads, also called search engine marketing (SEM), appear in search engine results
pages (SERPs). These are typically text ads that appear above or alongside organic
search results.
Display advertising
Display ads are online ads that use text and visual elements, such as an image or
animation, and can appear on websites, apps, and devices. They appear in or alongside
the content of a website.
Online video advertising
Online video ads are ads that use a video format. Out-stream video ads appear in places
similar to display ads: on websites, apps, and devices. In-stream video ads appear before,
during, or after video content.

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Streaming media advertising
Also known as over-the-top (OTT), these are a specific type of video ad that
appears in streaming media content delivered over the Internet without satellite
or cable.
Audio advertising
In the context of digital advertising, audio ads are ads that play before, during, or after
online audio content, such as streaming music or podcasts.
Social media advertising
Social media ads appear in social media platforms, such as Twitter or LinkedIn.

37. DIGITAL ADVERTISING METRICS
37
Digital ads can be measured in almost every aspect of performance. To measure your digital
advertising campaign, you might use these engagement metrics:
•Clicks: How many times your ad is clicked
•Impressions: How many times your ad appears
•Click-through rate (CTR): The percentage of impressions that result in a click
•Reach: How many viewers are shown your ad
•Video completion rate: How many times viewers who are shown your video ad watch the entire ad

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The following metrics measure the results of your campaign:
•Conversion rate: How many times customers performed a desired action (click, purchase, subscription) after
viewing your ad
•Ad-attributed sales: Purchases that can be traced back to your ad (attribution models vary by ad type and
service)
•Return on ad spend (ROAS): How much revenue was generated by your ad campaign in relation to how
much budget you spent
•Return on investment (ROI): How much net profit you earned from your ad campaign in relation to how
much budget you spent
•Advertising cost of sales (ACOS): The ratio of ad spend to ad-attributed sales
•New-to-brand sales: How many purchases were made by customers who had never bought from you before

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Cost of digital advertising
The cost of digital advertising also varies by format. A common type of pricing
is cost-per-click (CPC), or pay-per-click (PPC), which is a pricing model where you
pay each time someone clicks your ad. Another type is cost-per-mille (CPM), which
means cost-per-thousand-impressions. This is a pricing model where you pay a
certain amount for 1,000 impressions, or times your ad appears.
You might also pay using other models, such as paying each time your ad leads to
a desired action (e.g., someone signs up for your email list or downloads your
eBook). Because digital advertising can be measured in so many different ways—
how often an ad appears, is clicked, leads to a sale, and more—pricing can be
tailored to the intended function of the ad.

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Digital advertising best practices and tips
Digital advertising strategy can be complex, but there are a few key best practices you should
start with:
Reach the right audience
Take advantage of the precision of digital advertising targeting, so you reach relevant
audiences who are more likely to find your ad relevant and engage with it.
Track performance
Performance metrics for digital ads can be tracked closer to real-time than traditional ad
formats. Stay up to date on how your ad campaign is performing, so you can see what is
working and what isn't, and be efficient with your ad spend.

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Test and optimize
You can customize nearly every aspect of digital ads, from the copy to the visual assets, which
audience segments you're reaching, how much your budget is, and more. The best way to find
success with your digital ad campaign is to keep testing variables to maximize performance.
Make optimization a required part of your campaign execution.
Be authentic
Digital ads continue to become more sophisticated. At the same time, so does your audience.
Online audiences are discerning, so low-effort copy or irrelevant ad content will not set you up
to succeed. In all aspects of your digital advertising strategy—your visual assets, your
messaging, even which audiences you choose to reach—be authentic about what you have to
offer, so you can genuinely engage your audience.

42. SOCIAL MEDIA
42
Social media is internet-based and gives users quick electronic communication of
content, such as personal information, documents, videos, and photos. Users engage
with social media via a computer, tablet, or smartphone via web-based software or
applications.

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What is a social media manager and what do they do?
Social media managers communicate on behalf of a company or
through social media channels. While the job description varies depending
the size and nature of an organization, responsibilities often include,
developing social media strategy and content calendar, creating and
scheduling organic and paid campaigns, engaging with followers and fans,
building partnerships with brands and influencers, and contributing to PR
crisis plans and policies.
The job title is often used interchangeably with digital marketing
manager, community manager, content creator, and others.

44. What Are The Top 10 Social Media Apps?
44
Facebook, YouTube, WhatsApp, Facebook Messenger, Instagram, Whatsapp, TikTok,
QQ, Douyin, and Sino Weibo.
What Is the Use of Social Media?
Social media allows individuals to keep in touch with friends and extended family.
Some people will use various social media applications to network and find career
opportunities, connect with people across the globe with like-minded interests, and
share their own thoughts, feelings, and insights online.
What Are the 6 Types of Social Media?
The six types of social media, though this can be broken down in many ways, include
social networking, bookmarking, social news, media sharing, microblogging, and online
forum sites.

45. WHAT ARE THE TOP 10 SOCIAL MEDIA APPS?
45
What Is the Most Popular Social Media?
The most popular social media site is Facebook.
What Is Social Media Marketing?
Social media marketing is the use of social networks in order to market a company's products,
such as through Facebook or Instagram ads, using influencers, or otherwise building a presence
online to engage with customers.

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What Is Interactive Media? Interactive media is a method of communication whereby the program's outputs
depend on the user's inputs, and the user's inputs affect the outputs.
What Is Social Networking? Social networking is the use of internet-based social media programs to make
connections with friends, family, colleagues, or customers.
What Is a Social Networking Service (SNS)?A social networking service (SNS) is an online vehicle for
creating relationships with other people who share an interest, background, or real relationship.
Monetize Monetize refers to the process of turning a non-revenue-generating item into cash. Read about
monetization on Facebook, YouTube, TikTok, and Twitter.
Web 2.0 and Web 3.0 DefinitionsWeb 2.0 refers to the current version of the Internet; Web 3.0 is its next
iteration, which will be decentralized, open, and of greater utility.
Digital Marketing Digital marketing is the use of the internet, mobile devices, social media, search engines,
display advertising, and other channels to reach consumers.

47. Digital Marketing Channels
47
Website Marketing
A website is the centerpiece of all digital marketing activities. Alone, it is a very powerful channel, but it’s
also the medium needed to execute a variety of online marketing campaigns. A website should represent a
brand, product, and service in a clear and memorable way. It should be fast, mobile-friendly, and easy to use.
Pay-Per-Click (PPC) Advertising
Pay-Per-Click (PPC) Advertising
PPC advertising enables marketers to reach Internet users on a number of digital platforms through paid ads.
Marketers can set up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, or Meta (formerly
Facebook) and show their ads to people searching for terms related to the products or services. PPC
campaigns can segment users based on their demographic characteristics (such as by age or gender), or even
target their particular interests or location. The most popular PPC platforms are Google Ads and Meta Ads.

48. Digital Marketing Channels
48
Content Marketing
The goal of content marketing is to reach potential customers through the use of content. Content is usually
published on a website and then promoted through social media, email marketing, SEO, or even PPC campaigns.
The tools of content marketing include blogs, ebooks, online courses, infographics, podcasts, and webinars.
Email Marketing
Email marketing is still one of the most effective digital marketing channels. Many people confuse email marketing
with spam email messages, but that’s not what email marketing is all about. Email marketing is the medium to get
in touch with your potential customers or the people interested in your brand. Many digital marketers use all other
digital marketing channels to add leads to their email lists and then, through email marketing, they create customer
acquisition funnels to turn those leads into customers.
Social Media Marketing
The primary goal of a social media marketing campaign is brand awareness and establishing social trust. As you go
deeper into social media marketing, you can use it to get leads or even as a direct sales channel.

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Affiliate Marketing
Affiliate marketing is one of the oldest forms of marketing, and the Internet has brought new life to
this old standby. With affiliate marketing, influencers promote other people’s products and get a
commission every time a sale is made or a lead is introduced. Many well-known companies like
Amazon have affiliate programs that pay out millions of dollars per month to websites that sell their
products.
Video Marketing
YouTube has become the second most popular search engine and a lot of users are turning to
YouTube before they make a buying decision, to learn something, read a review, or just to relax.
There are several video marketing platforms, including Facebook Videos, Instagram, or even
TikTok to use to run a video marketing campaign. Companies find the most success with video by
integrating it with SEO, content marketing, and broader social media marketing campaigns.

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SMS Messaging
Companies and nonprofit organizations also use SMS or text messages to send information about their
latest promotions or giving opportunities to willing customers. Political candidates running for office
also use SMS message campaigns to spread positive information about their own platforms. As
technology has advanced, many text-to-give campaigns also allow customers to directly pay or give via
a simple text message.

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What is media relations management?
Media relations is all about building strong relationships with writers, producers, reporters and editors
who cover you and your sector. In fact, as former journalists, we know exactly how it all works and who we
need to engage with to get the right results for our education and technology clients.
What is online PR strategy?
Digital PR is a promotional tactic used by marketers to increase a brands online presence. It is a
measurable and tangible strategy to driving brand awareness, traffic to a website, links which boost organic
rankings, sales, social following and engagement. ... Digital PR isn't a part of SEO. It is a part of marketing.

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What is Mobile Advertising?
By definition, mobile advertising refers to any form of advertising that appears on smartphones and mobile devices
such as tablets and e-readers. It includes all the interactive channels that are used by the advertisers to
communicate or promote brand information, news or offers, through mobile devices or networks.
Mobile advertising can include anything from SMS offers, banner advertisements on websites, ads on downloaded
apps and games, and much more. The goal of the marketer here is to ensure continuous engagement with the
consumers by means of different types of updates.

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Why use Mobile Advertising?
1.Mobile marketing allows brands and advertisers to remain connected to customers 24X7. In a world where the
consumer is always online, a good advertising campaign with a focus on the mobile audience can easily spell
success for a brand.
2.Customers are no longer constrained at their homes or offices and the brands as well need to be present where
their customers are. Mobile advertising helps brands to communicate with the customers on the move.
3.Mobile advertising, more than anything, is a personalized way of marketing. It gives advertisers a peek inside the
consumer’s lifestyle space and lets them tap that with any form of media relevant. By being closer to the consumers,
brands increase the chances of converting viewers into paying customers.
4.Mobile advertising makes use of a whole lot of advertisement types and styles to create user-friendly ads to boost
brand names. It is more flexible, allows higher personalization and yields better results.