Digital Media Platforms

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32 Terms

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Media

comes from the Latin medius or medium, which means “the middle layer.” It is an expression that brings some type of information or entertainment from one body to another.

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Media platforms

can be used for various purposes, such as education, entertainment, information, persuasion, advertising, marketing, public relations, etc. The goal of ______is to convey an advertising message to the audience through the most appropriate media channel for their product or service.

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  1. Print Media

  2. Broadcast Media

  1. Out-of-Home Media

  1. Digital & Internet Media

Media Platforms can be divided into four distinct categories:

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Print media

refers to printed materials, such as books and magazines, that contain words and images. This type of news media used to be the only way of delivering information to the public. For the generations of the 80s and 90s, this media was the only media of entertain.

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Broadcast media

is one of the most popular and widespread forms of media and has the advantages of speed, diversity, and interactivity. This media is important for providing information, education, and entertainment to the listeners and viewers and for creating a global media culture.

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Out-of-home media, or OOH

, is media that reaches people when they are outside of their homes. Billboards, outdoor signs, posters, transit station ads

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Digital and internet media

refers to the media that use digital technology and networks as the medium for creating, storing, accessing, and sharing information or content. This media is one of the most recent and advanced forms of media and has the advantages of connectivity, personalization, and participation. This pushes the business world out of the industrial age and into the information age.

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Written content:

Businesses use written content as they perform effective content marketing strategies. This can include things like blogs, research articles, and white papers, that inform your readers while promoting your brand.

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Audio:

Companies can use________ to market their business through mediums like digital podcasts. They can either develop an ad that runs during a popular show or create a podcast themselves that talks about industry news and information.

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Video:

Businesses use_________ for several reasons, including promoting their products and services or creating educational materials. Those educational materials can help companies inform their target audience while increasing their brand awareness.

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Online advertising

refers to a form of digital media that businesses use to promote a product or service. Examples of advertising include website banner ads or social media ads.

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Social media

Businesses can create advertisements to attract people on different social media platforms. These ads can either target specific audience members or display to a wide net of users to develop a stronger brand awareness.

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Websites

Businesses generally use _________ to describe what their company is about and host an e-commerce store for their customers. Some companies also use websites to display their content marketing materials, such as blogs and research articles.

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Easier to Share and Modify Information

Being able to share and modify media can help businesses solve challenges more easily. For example, if a company prints a faulty advertisement in the newspaper, they can’t make modifications once the paper has gone to press. But if the company purchased an online ad, it can contact its advertising department and have them pull the ad, make the necessary changes, and republish. This can also give companies greater control over their marketing efforts.

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Increases Brand Awareness

With so many people having access to digital forms of media, it’s an excellent way to reach a wider audience. This can help you increase your sales and revenue.

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Facilitates Social Interaction

Digital forms of media have allowed both businesses and individuals to maintain relationships and friendships across time and distance. That’s because it can easily connect your customers with each other and your business.

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Boosts Productivity

When all employees can easily access digital advertisements and information, it can boost the company’s workflow and productivity. The ability to use email, smartphones, and the internet has made it easier for working professionals to finish their tasks quickly, giving them time to get more done during the workday. This increased productivity then helps companies generate more sales and revenue, making them more competitive in their industries.

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Easier to Find Qualified Job Candidates

Many companies, and particularly hiring managers, use digital media to attract and source talent to their organizations. It especially helps them attract digitally savvy candidates.

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Paid media

is quite popular, and we’re all aware of it. It involves all marketing channels that a brand invests in to get an audience. Here you pay a third party platform with specifications on what you want.

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Search engine marketing (SEM)

allows you to grow your business in a crowded and competitive marketplace strategically. With search engine ads consisting of the right keyword and quality score, you position your business at the top of SERPs

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display ads.

If you get a site with good traffic and charges ad placement fairly, your retargeting efforts become a reality. The ads are popularly displayed through the following:

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podcasts

With the growing popularity of ________, a perfect channel and audience grow your business. You only need to research and know where to maximize your ad focus. Narrative shows are among the best platforms.

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Social Media Advertising

Ads in social media target customers based on their experience and locations. That’s why you see some sponsored ads and feed with various products. It’s quite affordable and allows for pay per click. It’s awesome in both offline and online businesses. Whether alone or with a marketing agency, Pinterest, LinkedIn, Facebook, Twitter, and TikTok are quite effective social media platforms.

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Video Ads

You might have come across a video ad when streaming videos in your favorite spots. It’s common on YouTube. Alternatively, brands can leverage the high-traffic websites that allow video ads.

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Owned media

it is what your brand (or any online asset) owns and controls. It doesn’t mean that you necessarily own the platform, but your company controls the respective accounts through which they publish their content about services and products. That means there is no money that you pay to others to help you, but you need trained and dedicated owned media team to run operations.

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Email marketing

is owned media because the company owns the email content and list. Irrespective of whether you pay a provider or not.

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Social media platforms

are part of owned media and convert pretty good when well handled. With billions of active users worldwide, proper positioning allows you to enjoy recognition from the target audience all over.

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content marketing,

Good content makes your brand stand out and rank better than your competitors. Remember, content is king. Know what your client consumes, and focus on delivering exactly that.

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website

Most companies invest in professional websites and operate them like a one shop store, where everything regarding a brand is answered or solved.

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Earned media

is anything, whether content or mention, that comes from another entity to benefit your brand. While most of it is voluntary, some require you to spend a substantial amount. will expand your brand reach, boost credibility, and enhance awareness. Your brand needs that loyalty and trust from earned media to get leads, sales, and relevance.

advertising generated by your customers

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Free Media Publicity

Startups without so much to spend can enjoy publicity from some media outlets that allow free coverage. You only need to have an exceptional product with a good story.

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Word-of-mouth marketing

is a paid, earned, and owned media. Due to its diversity, it’s a powerhouse to leverage. it’s actualized in influencer or referral programs. If you’re running own campaigns and referral programs, then its owned media. When used for viral growth, it’s an earned media.