数字媒体在品牌推广中的作用外文翻译资料

ROLE OF DIGITAL MEDIA IN BRAND PROMOTION

Maithili R.P. Singh Associate Professor Department of Management, Central University of Rajasthan Bandarsindri, NH-8, Kishangarh, Ajmer (Rajasthan), India.

Abstract

Digital media and brand promotion nowadays are like synonyms. This paper stresses to comprehend, what is Digital Media, to identify with, what is Brand Promotion and to recognize the relationship between both the phenomenon.

Keywords: Media, digital media, brand, promotion, brand promotion.

What is Digital Media?

Digital media is everywhere and around the world people are using it to share their unique points of view. In a nutshell, Digital Media includes internet, E-mail, Mobile phones, Television, Radio and Social Networking.

What do we mean by Brand and brand promotion?

Brand: In Marketing Management, by Philip Kotler and Gary Armstrong, a brand is defined as lsquo;a name, term, sign, symbol, design or a combination of them to identify the goods and services of one maker or seller of the product and to differentiate them from those of competitorsrsquo;. For Example: Soap is a product and Lux is a brand. Brand Promotion:

Brand Promotion is all about creating differences. It involves creating mental structures and helping consumers organize their knowledge about products and services in a way that clarifies their decision making and, in the process, provides value to the firm. Goods, Services, Places, Events, and organisations, persons or even ideas can be branded. To establish the positive brand image is essential and beneficial for any company. It helps in promoting the business of the company. An entrepreneur can generate maximum profits for the organization. It also enables the entrepreneur to retain the customers for longer time (Customer Loyalty). This is feasible by creating an everlasting and positive impression on the mind of the customers. A marketer cannot prevent people from thinking anything about his company. However, he can certainly motivate them from thinking positive about the company. Therefore, the brand building and promotion are vital for an organization.

Prologue: We have heard of digital media, but we may have no idea what it is and how it can help us out when it comes to marketing. Itrsquo;s definitely important that we get up to speed so we can use this to benefit our business. Basically digital media refers to any type of electronic media out there. Today media can be accessed in many ways, including with hand held devices like mobile phones, laptops, desktops, mp3 players, and more as mentioned above. Digital media must be stored in an electronic way, so there is a lot of digital content on the internet today, including text content, pictures, audio content, as well as video content. Through the history of internet, digital media has been developing in various ways. Herersquo;s wersquo;ll take a look at how it has affected the Internet and ways that it may be integrated moving forwards.

One type of digital media is text; this in fact represented the very first explosion of this type of content out there on the Internet. When the Internet first got big, there was an explosion of content on the web, especially with all the text editors and word processing options out there today. Larger companies started to put data on computers instead of storing it in cabinets, and the internet definitely allowed a great way to share, transfer, and store content as well. As the Internet grew, images began to appear. Instead of just text emails, soon people could send photos, and soon photo sites for sharing photos began to pop up. Then in the middle 1990s, audio began to become an important part of digital media with the mp3 files that could be easily used. Soon music and more was shared online with sites that allowed you to share audio.

Last in the digital media development was video. YouTube definitely made video sharing a hugely popular form of modern media distribution and this is continuing to grow as we speak today. Now with new technology seen in things like the iPhone, this new form of virtual media is available in handheld devices as well, and no doubt this sector is only going to continue to grow in the future.

Now that we understand a bit more about the technology side, we may be wondering how it can help our business. Well businesses are using digital media for marketing more and more today, realising that there is a huge marketing field out there and that it can help to draw in visitors and can even provide better search engine visibility with you. Text content can be kept updated on your site and helpful content is a great part of good marketing. Expertise in your field can really help our business and get traffic flowing into our business website. Photos, charts, diagrams, and models are always popular online and will help us to get more visibility as well. Audio allows us to use music on pages or to do podcasts for our business. Creating videos is a popular method of digital media marketing today, and videos do very well in search engines. With the popularity of digital media, it is definitely important that we continue to create and use it for good marketing and business results. Even if we have to hire someone to help out, the benefits will make it worth the money. So, knowing about and using digital media is definitely important for our business success today.

What are the Novel Trends?

Razorfish Report: The massive amount of time users of Social media consume “the majority of respondents (75%) indicate they spend at least one hour a week on the properties, with a large number (19%) spending more than SEVEN hours a week on social networking sites; and Consumers increasingly using Social Media to make buying decisio

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