ABSTRACT
This chapter describes the primary digital media categories and aims to assess the potential of digital environments. It discusses digital strategies for IMC activities and compares and evaluates brand website designs. The chapter explores the six major categories of digital media: brand websites, social media, email marketing, digital print, mobile apps, and streaming video. Traditional media, digital media, and personal contact are now interchangeable and connected in multiple ways. When traditional and digital media are analyzed, five important differences are identified. These include: the flow of communication, the response mechanism, time availability, amount of content, and delivery control. Digital content also varies from traditional content. The four dimensions of digital content are: text, image, video, and live. Websites still remain the anchor for brands actively marketing their products or services. Social media is the most frequently used form of digital communication, while the majority of people use Facebook, Twitter, Instagram, Snapchat, Pinterest, and LinkedIn.
