The all-encompassing role of Digital Media in the Communications Industry

According to a report by Quartz, mobile internet usage in daily media consumption has grown 504% from 2011 and this is only witnessing an increase in the future. Studies by mobile data and analytics firm App Annie suggest that global consumers are now spending an average of 4.2 hours per day using apps on their smartphones, which is an increase of 30% from just two years ago. In some markets, the average is even higher; topping more than five hours. The growing variety in technology devices has got people connected through one device or the other anywhere. 

Technology has always aimed at radically altering processes and by extension, making them worthy.

That technology has transformed the way we interact in profound ways isn't coincidental – design thinking, innovation and lessons from the past collude every day to embed profitability in the contours of modern communication – paving the way for an age of continuous connection.

With new devices and platforms constantly on the rise, one has access to information and can operate things with the stroke of a finger or the sound of a voice. Furthermore, the ability to communicate and work seamlessly – remotely or while traveling – has made it easier for companies to address needs the moment they arise. The power of digital media and technology is only on the rise.

If one were to cast certain digital media practices into the spotlight, the following would take the center stage:

From traditional to new media: Leading transformations

Gone are the days when the reliance fell on newspapers and television for information. New technology has created compelling opportunities for advertisers and media organisations to communicate with audiences. With several channels and outlets at our disposal, consumption of content spanning websites, video platforms, social media and more, has increased manifold.

Social media apps and sites, including LinkedIn, Facebook, Twitter and Instagram, are now the go-to sources for breaking news and information, adding to the rift between professional journalists and amateur publishers vying for the readers' attention.

The rise of multiple platforms has also augmented the ways through which advertisers can reach consumers. Rather than mass-targeting, ads now appeal to individualised interests. Additionally, a substantial expansion in marketing and communications capabilities has disrupted processes, such as:

• Retargeting ads, which track web users' surfing history

• Native advertising, which resembles editorial content in a publication, but is paid for by an advertiser to promote a product or service

• Customer-relationship management tools that allow for greater automation and insights into customer data

• Big data, which provides marketers with vast amounts of information about audiences for better predictions and smarter decisions

Media consumption habits: Leading the change

While the stage is set for consumers to devour the barrage of information available to them, audiences are responding well by spending more time on mobile devices.

According to a report by Quartz, mobile internet usage has grown 504% (in terms of daily media consumption) from 2011 and is only witnessing an incline in the future.

Studies by mobile data and analytics firm App Annie suggest that global consumers are now spending an average of 4.2 hours per day using apps on their smartphones, which is an increase of 30% from just two years ago. In some markets, the average is even higher; topping more than five hours.The growing variety in technology devices has got people connected through one device or the other anywhere.

Time and money: Saving and sustainability

Although more time is being spent online, technology has saved ample time and money in many areas such as online shopping and banking, resulting in lesser paper use. Then there is the on-demand assistance of navigation and location-tracking while on the go.

Furthermore, with the help of social media, emails and text messaging, one can send a message and receive a response in seconds. Digital communication has made it easy for chosen spectators to witness essential aspects of one's life through instant photos, videos and stories.

In the workplace: The virtual era

A gamechanger in terms of how businesses market, operate and interact with employees, technology has improved collaboration, costs and co-worker communication. Today, work teams have several options to communicate sansphysical interaction, including email, instant and direct messaging and group collaboration software. Videoconferencing and teleworking found themselves in the laundry list of virtual activities in a post-pandemic, work-from-home era.

Opportunities in Digital Media

Digital media is today, an inevitable part of daily life. The skills needed for the rapidly evolving field can be grasped through formal education, online courses, etc. There is abundance in the options available. As a communications major specialising in digital media, one should gain experience in its various walks, including marketing, social media and public relations. Mastering the elements and software of digital media is imperative to deliver a story or a message concisely and widely, a feat that can be achieved through courses such as digital storytelling, mass media society and communication ethics.

The power of communication, today, is far from underestimated. Skillsets in this domain are an economic imperative for organisations. From building brands to breaking them, the strength of digital storytelling is no longer simply an asset, but a dire need, simply to stay relevant in any industry.

By: Ankita Dasgupta

The writer is a corporate communications professional presently with Zensar, an RPG Group Company.

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