DIGITAL MEDIA CONCEPTS
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Digital media are any forms of media that use digital technologies to create, store, transmit, or display content.
Fundamental concepts of digital Media
Digitalization -
Digitalization in digital media means transforming old style content into digital form.this helps to store and send various kinds of information easily. in digitalization, we transform captured data such as text, images, audio and video into digital computer version. Examples of digitalization are turning our old photo album into digital pictures on a computer. Reading book in kindle.
Web 3.0 -
Web 3.0 is also known as new and smarter version of the internet. Web 3.0 is all about combining machine learning, artificial intelligence to make online experience smarter and more connected. Interactivity and engagement through user friendly interface is more in web 3.0Also web 3.0 focuses on more privacy to user and better handling of data. Examples of web 3.0 are when you open a website you will see more personalized suggestions and personalized recommendations.
Interactivity -
Digital media allows for two way communication between the user and the media.
digital social media, gaming platform, various chat apps allow users to interact with each other. Feedback, content made by users are important because it's keep people involved and increases engagement.
Media convergence -
Media convergence means mixing different types of media into one digital platform. This includes both traditional and digital media.Benifit of media convergence is such that it allows user to access content from multiple sources and devices.
How AI, ML, and IoT have revolutionized communication and digital marketing in India.
Personalization: Artificial intelligence and Machine Learning algorithms analyze user data to provide personalized content and recommendations. Algorithms understand individual preferences and behaviors to offer personalized recommendations. Users receive content that is more relevant and engaging to them. Personalization helps to build relationship between brand and consumer.
Automation: Tools handle tasks like email marketing, social media management, and data analysis. Automation improves efficiency and productivity in digital marketing campaigns.
Data-driven Insights: Artificial intelligence and Machine Learning technologies looks at a lot of data, finds patterns and predicts what consumers might like. Insights help in creating targeted marketing campaigns and personalized experiences.
Chatbots and Voice Assistants: AI-powered chatbots and voice assistants enhance customer interactions. Chatbots handle customer queries and provide instant support, improving customer service. Brands can engage with customers in real-time conversations, offering personalized experiences.
Let's understand impact of AI , ML and IoT through examples.
AI is like having a smart friend on your computer. when a computer helps you pick a movie you might like ,that's actually AI.
ML uses previously used data and analyse then gave you suggestions. When YouTube suggests videos you might enjoy based on what you have watched before, that's all because of ML working. businesses use it to show ads you might like.
IoT connects everyday things to the internet like smart devices and wearables.
in India ,IoT is used for smart marketing, like sending personalized offers based on location through devices.
AI, ML, and IoT have had a significant impact on communication and digital marketing in India. By leveraging AI, ML and IoT, brands can deliver more relevant content, Personalized suggestions, gain valuable customer insights, and provide better customer experiences.
Some examples of successful digital media campaigns or initiatives in India are:
- Swiggy's Voice of Hunger campaign:
This was a social media campaign that incentivized the audience with a year's worth of food vouchers on Swiggy. The participants had to create a waveform resembling food shapes through voice notes on Instagram. The campaign generated more than 16 million social media impressions and a 40% rise in Instagram followers for Swiggy.
- Flipkart's Big Billion Days:
Flipkart's annual e-commerce festival, the Big Billion Days, exemplifies the art of strategic digital marketing. Through a well-coordinated approach encompassing social media and email marketing, Flipkart creates anticipation and excitement, resulting in massive online sales during the event.
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