In the last lesson we defined digital media marketing and compared it to print and analog media. Since media is an ever evolving target as new ones come into play and old ones disappear as time goes on, it’s good to look at concepts in a few different ways. One of those ways is in terms of mass media. Mass media is media that impacts a large audience. Here is a breakdown of categories:
- Print media – physical/print
- Broadcast media – by electronic transmission
- Digital media – encoded and machine readable
- Outdoor media – or display-oriented media, typically outside (but not always)
If you look at the diagram above, I think it’s good to see the categories as well as from another breakout like the listed out version. Technically, you can break media up by all kinds of ways. For example, broadcast media categories can be broken up differently if you are not transmitting those over a broadcast network. So, you could look at film as a separate media category if you are considering movie goers and the industry that has come out of films. Video games and audio could be considered their own media category in their own right as well.
For the category of digital media or internet specific media, there is a difference between digital and internet categories which will be more dramatically understood when we get into digital marketing vs internet marketing in a future article. In this way, internet marketing is a sub-category of digital marketing. Digital media would not have taken on the same form that it has except as a result of the good ole’ world wide web. As a result, blogs, rss feeds, podcasts, and mobile devices with their applications and/or specifically mobile websites each could be their own form of media.
When you start to consider these for practical use, a few observations come to my mind that could lead to further exploration. First, with all of these types of media, it’s amazing that there are so many ways that ideas and content can be repurposed and the amount of industries and businesses that have come out of these over time and through technological advances. Second, it is interesting to think about how each of these types of media could support a specific company’s message and display different degrees of thought leadership. These could range from a highway billboard, having only a second and a short phrase to capture attention of a driver passing by, to a blog which has as much time as a site visitor can handle. Finally, and as a digital marketer I think this is critically important, how can we start to track these, both offline or online, from objective, data-driven measurement models? We can now get closer than we ever have before to comparing the results of specific campaigns from all types of media. And, with digital media we can present our promotional messages based on the individual patterns of specific audiences, targeting those who would be more interested in hearing that message.