Tuesday, September 18 2018
By Christa Ouderkirk Franzi, CEcD, Senior Project Manager, Camoin Associates, Inc.
Digital media is arguably the most disruptive industry across the economy. Beyond completely transforming the way we watch movies, play video games, and receive news within just a few years, businesses that do any sort of online marketing are in a constant battle to keep up with the perpetual onslaught of new channels, applications, technology, and tactics to reach targeted audiences.
The digital media industry is just as hard to define as it is to stay on top of. When broken down, ‘digital’ means anything related to using a computer and ‘media’ are the tools used to communicate across space and time such as books, radio, television, etc. While streaming radio over the internet is a form of digital media, the use of computers to communicate allows something that traditional broadcast media does not: interaction across networks. Consumers of digital media engage with content with a simple ‘like’ or ‘share’ to their personal online network, or they can create an online group to identify others interested in the same type of content. All these actions by consumers are a way of communicating preferences back to content producers and providers who use this information to better their offerings and the user experience.