Any form of media that uses electronic or digital technology to reach an audience can be considered digital media. That media may be produced, consumed, edited, stored, or distributed using the same or a comparable technology, and this is frequently the case.

The internet is constantly filled with countless forms of digital media, such as social media postings, videos, photographs, music, and more. Although many people still prefer doing things the old-fashioned way, conventional media alternatives are far from outdated. 

However, it is hard to ignore the growing significance of digital media. This is especially true for activities like audience development, contemporary marketing, and branding.

Benefits of Digital Media in Marketing

Any company that wants to thrive in the digital era must embrace digital media. The following are advantages of incorporating it into a certain company’s marketing plan.

Increasing Brand Awareness

Consumers in the digital era view the internet as more than simply a convenience. Additionally, it plays a significant role in how they research products and seek information. Branded digital content shared on social media and elsewhere online raises awareness of your company and its goods among your target market.

Enhances accuracy

It’s challenging to modify or expand the information when a corporation restricts its marketing efforts to traditional media, such as television commercials or print advertisements. Additionally, it’s always possible that the material supplied will become outdated before it reaches viewers. On the other hand, digital media is typically quick and simple to update.

Encourages social interaction

No matter where they may be situated in the globe, individuals, businesses, and coworkers may now readily communicate with one another thanks to digital media and technology. Brands also have a fantastic chance to interact with and develop connections with their customers.

Utilizing digital media as a component of your marketing plan enables enjoyable, one-on-one interactions between your company and your clients. Additionally, it’s a fantastic method to create and support a community around your company.

Increases productivity

Even improved team productivity is made possible by expanding your marketing strategy into the digital media region. Accessing and using digital information is simpler, especially from several places.. Tasks are completed more swiftly and effectively, enabling businesses to achieve their objectives more rapidly.

Types of Digital Media

Let’s study more about the three different sorts of digital media now that you are familiar with the term and its significance.

1. Earned Media

Earned media refers to all of the publicity that a business receives online through “word of mouth.” Every step the organization does results in feedback regarding those tactics. Because to these acts, free media has been victorious.

Earned media may be the only one of the three categories of digital media where there is no real investment in its development. Of course, all the work done on platforms like social media has contributed to it, but in a roundabout way.

Earned media, which is more organic, is really the most significant. There is no larger movement to cause discussion about a corporation to occur when online users discuss it. However, some attempts result in these successes. 

Without a doubt, Google’s normal SEO tweaks are the most important. Long-term dedication is required since only then will brands be able to rank on Google’s first page of results. Because of the enhancements made to blog posts and the brand’s website, it is therefore simpler to be visible to users when highly rated.

It makes sense for a corporation to engage the audience when it makes use of the channels it has access to. As a result, people discuss the brand, engage in social media conversation, and produce media on their own.

Companies must use strong brand management procedures to create this favorable atmosphere. Even while their activities don’t directly include financial investments, they still contribute significantly.

Earned media focuses on consumers’ perceptions of your brand. When the task is done well, they will be supportive, which leads to an organic movement in the company’s favor.

2. Owned Media

Owned Media is the only one of the three categories of digital media that the corporation truly owns. The brand maintains these channels and creates direct content about its goods and services through them.

In addition to providing institutional information, these channels also encourage participation and lead education.

We’re referring to the websites, blog, YouTube channels, social media profiles, and other properties that the business owns under its name. 

If the brand controls this media, it makes investments in its own property without having to pay other businesses to advertise the brand. This is the major justification for the name “Owned Media” of this category.

No links or posts that are promoted. Links and sponsored articles are one of the primary questions surrounding the idea of Owned Media. 

The fact that brands have to pay to promote these contents is what makes that category uncharacteristic. In Owned Media, the focus is on generating content from what a company keeps as its channels. Besides not having to invest, the Owned Media still has the benefit of continuity. 

The brand will always have that channel and may disclose its activities and products at any time. Strategy’s success, however, depends on the measurement of results and quality content. 

3. Paid Media

The most well-known of the three categories of digital media is paid media. Simply said, you must pay to have it distributed in all forms of media. 

Every direct investment a brand makes falls under this category, with disclosure channels being the focus. Reaching more viewers and spreading awareness of your business across a large audience is the purpose of paid media. 

To do that, you make investments in media that have the ability to raise awareness of the business, its campaigns, and its goods and services.

We may list the following as the primary forms of paid media: AdWords (Google); links to social media; and advertisements on portals for linked industries.

Examples of Digital Media

These days, there are practically infinite alternatives for digital media. However, the following are some well-liked choices to take into account including in your brand’s continuous marketing plan.

Visual Media

With good reason, video is one of the most widely used and fastest-growing digital media formats. Video is simple to film because a mobile device is in almost every pocket. Popular online video platforms like YouTube and TikTok make it simple to edit, distribute, and watch.

Audio Content

Digital media includes all kinds of sound files. Of course, music is included in this. However, podcasts, lectures, voice notes, and other types of audio material are also possible, both inside and outside of a marketing setting. Audio files can be kept bigger to maintain quality or reduced to save space (like MP4s) (as with FLAC files).

Digital Publishing

Almost all publication formats that were ever successful in a conventional format are now available in digital form. Ebooks, newspapers, magazines, essays, journals, blogs, reports, and more are examples, but they’re not the only ones.

Digital pictures

Although some photographers still choose to use conventional equipment and techniques, most cameras nowadays are digital. Additionally, the cameras in smartphones and other mobile devices are constantly improving. Thanks to applications like Instagram, Facebook, and others, editing and sharing digital images is also simpler than ever.


Popular digital media formats include software applications, digital tools, and digital apps. These choices aren’t only worthwhile on their own. They are also essential for producing other types of digital media, including music, video, blog postings, social network updates, and more.

Digital Marketing Platform

A tool that covers a range of tasks related to online marketing is known as a digital marketing platform. 

Gartner emphasizes that in order for a solution to be categorized as a digital marketing platform, it must enable functions like media purchasing, performance measurement and optimization, and brand monitoring rather than claiming to handle every aspect of digital marketing. 

It might not, however, include other marketing techniques like social media or SEO. Digital marketing platforms are tools that offer several commercial or technological capabilities in the context of contemporary companies, according to Gartner. 

Platforms offer several marketing tasks across various demands, whereas tools only handle particular functions inside one company’s needs, such as a single tool for scheduling social media updates. 

By utilizing APIs, integrations, and partnerships with other apps or data sources, digital marketing platforms often make it possible for a wide range of different operations to be performed at once.

How Effective Is Digital Marketing? 

As digitization progressed, it was noted that less people were buying in-person in the marketplaces, and today an increasing number of individuals are doing so for themselves and their families. Because you want to reach the correct audience and that audience is online, there are several benefits to advertising your business online.

Wrap up

The many forms of digital media demonstrate how modern businesses may effectively contact their target audiences online. The activities are effectively distributed, favorable results are obtained, and the presence across many channels is well handled.