1. Impacts of Digital
Media Interaction on
Brands
A Risk Insight
The Study investigating the impacts of digital media on brands in
order to identify the effectiveness of interactive advertising in
contrast of traditional advertising, and measure the impact of
social media marketing on brands if poormarketing practices are
applied.
2013
MuhammadUsman
CaledonianBusinessSchool
9/1/2013

2. 13
Chapter One: Introduction
Section 1.1 Introduction
Initially marketing was considered as one way process of communication where, only businesses
were used to communicate with their customers (Cragg et al 2011). However, technology has
empowered the customers and detailed product information, reviews and feedbacks are just
reachable on fingers. Internet-based advertisements through web banners and viral videos have
particularly enabled the consumers to understand their position to interact with power which was
never possible in the era of TV ‘remotes’. Marketing channels and communication media have
become more interactive that helps both companies and their customers to track their desired
outcomes (Malthouse and Hofacker, 2010).
Since internet has arrived, advertising has transformed in an interactive consumer-controlled
platform. People do not watch commercials on television but do enjoy clicking their mouse to get
product information (Hartmann, 1998). Traditionally, advertisers had control over what, when
and how consumers should see but this control has switched from advertiser to consumer since
last decade (Rodgers and Thorson, 2010). In the early stages of internet marketing, it was
discovered that consumers now on driver’s seat by interacting with brands’ websites (Hoffman
and Novak, 1996). Additionally, consumers get more benefits in interactive environment as it
enables them to actively participate in customer persuasion process (Rodgers and Thorson,
2010). Particularly, social media has become a game-changer in marketing communications
(Edwards, 2011). ……………………
Impacts of Digital Media Interaction on Brands 2013