Digital media as a tool for advertising

Pages: 343-346
O.P. Sharma and Rahul Swami (Department of Psychology, University of Rajasthan, Jaipur)

The only constant thing in the world of business is CHANGE, and digital media is one of these changes that has taken over the other conventional forms of connecting people. A well-planned and tactful way of digital media advertising is certainly more effective when it comes to its survival and growth. With the business going global in every aspect, advertising is not limited to just one country. It is , therefore, highly recommended to adopt a better plan of advertising that proves to be more economical , hence, yield better results. A closer look around us makes mobile phones one of the most widely used digital communicators which enables us to advertise for the product using text through its short messaging service better known as SMS. SMS has been one of the most effective ways of digital advertising for the past ten years . With jobs to car loans , housing to travelling , almost every area of our lives is influenced by the digital media and SMS has been successful in delivering the idea of its sender. But with the increased usage of internet , we notice that over a period of time SMS has lost its existence in the market due to the cons that come along its pros. For instance , one might get a car’s promotional offers when he is absolutely not in need of a car, one might be busy in a important meeting when the mobile signals the sudden arrival of a SMS , which turns up to be a garments advertisement , and so on. Each of us who use mobile phones can evaluate this situation on our own personal experience. With the arrival of new fast-track technological means , changes are bound to occur depending on the prevailing conditions making the advertiser’s approach flexible towards its potential customers. When one form of media seems to be losing ground, we shift to another form. While digital media includes LEDs and LCDs and projected images found in various public and private environments, connecting to the internet enables the advertiser to update the digital signage even from remote locations and thus penetrate into the market. Internet has become the best mean of the online media and brand shopping advertising. It is a complete and fully equipped virtual showroom of the products being advertised and each and every information that has to be conveyed to the targeted customers, unlike a decade back when a fleet of experts used to be hired to present the products and its services. Whereas now neither we have the time nor we are limited to just one location. Sitting in any corner one can showcase its product and services and sell it anywhere in the entire world by the virtue of digital media. Advertising through any means in the present times is all about being global, i.e., anytime, anywhere, and in the most economical and effective way. Digital media used to for advertising has successfully served its purpose of advertisement