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Technology is constantly changing for everyone involved in publishing, graphic arts, printing and marketing. The digital revolution has radically changed the way we work, play, learn and communicate. We can't imagine a life without the ability to carry around the music collection in the palm of our hand, research any topic on the internet, develop a network for friends or take videos on our mobile phone. The developments in the media and communication changed the entire environment and also it affected every sector of the society. In this dynamic and rapidly expanding environment, there are exciting opportunities for people with skills from the technical to the artistic, and from business to science and education.
Media is in the midst of a digital revolution that frees news, information and advertising from the technological limits of print and broadcast infrastructures. The digitization and networking of information transform marketing communications into a vastly different set of practices for connecting consumers and brands. This paper overviews the transformation in media and describes the implications for integrated marketing communications practices. Digital media brings about infinite reproduction of content, consumer networking, user generated content and an expansion of media from news and entertainment to almost any technology that has a digital interface with people.
Digital Media means any storage device that holds digital data. All data generated in a computer are digital. Now a day, computing is primarily based on the binary numeral system. Therefore, as information are stored in binary systems represented as 0 and 1. Digital Media represents a profound change from analog media.
In order to get a detailed analysis on the role of marketing communication and digital media, we are focussing on an organisation named 'Pepsi', which is one of the soft drink produced and manufactured by PepsiCo. The company originated in United Sates. It has got several related products such as, Coca-Cola, Big Pepper, and Fanta etc. As part of the digital strategy developed for Pepsi in Canada encourages customers to participate and spread positive culture and energy of the brand online. From this development itself we can understand the improvement that occurs in the field of technology and digital media.
Role of media in marketing communications:
The role of media in marketing communications practices shifts from the execution of message strategies into an extension of consumer understanding. Media planning, the practice of allocating a media budget across a set of vehicles will be replaced by a dynamic, automated process that serves ads based on information streams of consumer intentions and actions. Several of the core principles of Integrated Marketing Communication - consumer insight, data-driven decision making, cross-media integration and communications with multiple stakeholders - represent an improved framework for managing communications in a digital world.
The marketing of digital media is known as digital marketing. It is the promotion of brands using the internet, mobile and other interactive channels. It is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost effective manner. Whilst digital marketing does include many of the techniques and practices contained within the category of internet marketing, it extends beyond this by including other channels with which to reach people that do not require the use of the internet.
Changes that occur in the digital media:
The media market is on the verge of massive changes driven by new developments in broadband technology and consumer electronics. The arrival of digital media results from the convergence of telecoms, media and IT.
Connectivity: It shows the changes from mobile phones to laptops and Wi-Fi. The digital consumer has become increasingly connected more devices which has precipitated more frequent communication through digital technologies such as e-mail, SMS, web, VoIP etc.
Choice - The explosion in choice precipitated by the advent of digital has irrevocably altered consumer expectations around choice. The challenge for media companies is to develop services which can successfully compete in an exponentially-growing media marketplace for the attention of an increasingly fickle and fragmented audience.
Control - It shows the changes from iPods to PVRs, consumer expectations about the level of control they can exercise over their media have changed radically over recent years. Consumers are also exercising greater control over the process of finding media, as the relationship increasingly shifts from push to pull (e.g. web search, PVRs, P2P, podcasting).
Concurrent consumption - The digital generation, especially its youngest members, are becoming increasingly adept at engaging with multiple media sources at the same time (e.g. watching TV whilst surfing the net and Instant Messaging).
Customisation - from mobile wallpapers and ringtones to personalised radio stations and homepages, the digital consumer is increasingly used to being able to tailor their media experiences to cater for their specific tastes and interests.
Creativity - digital technologies (particularly, but not exclusively, the web) are facilitating a mass democratisation of the tools of production which in turn is fuelling an explosion in creativity (e.g. blogs, podcasts, Garage Band, Flickr, MySpace, YouTube)
1.4 Importance of Digital Media in Pepsi Company:
Pepsi is one of the leading brands in the carbonated soft drinks industry. It is the brand that encourages the consumers to express themselves and have fun with their friends. For today's youth, cola is a low involvement category as they don't see it as an expression of who they are and their individuality. The key message of the campaign is simple. Pepsi engages its consumers by interacting with them and giving them a chance to be literally a part of Pepsi, by being on the can. Based from the past integrated campaigns of Pepsi, digital and activation go well together. The youth are very expressive, creative and at the same time they want to share the fun with their friends. With the rising popularity of digital photos, Pepsi utilizes the great fun way of being creative by capturing those cool moments on pictures.