DIGITAL MEDIA FOR LEARNERS

Digital Media is arguably the most dynamic form of new media today. There is a lot to learn and thus this book is penned to give the readers an overview to the world of digital and convergent media. Over 100 concepts of digital media and half-a-dozen case studies have been discussed in this book to help readers understand this better. Starting with fundamentals, characteristics, strengths and limitations of digital media channels, parts of the book take the reader through the concept of strategizing content for specific target audience and as per a defined ‘user-persona’. Details of content marketing for promotion of products or services and for creating a sales funnel are also shared.

Talking about digital form of interactive media development it touches upon concepts of inbound marketing, Search Engine Optimization, Search Engine Marketing, Email Marketing, e-Governance, Community Management through internet, Online Shopping and eCommerce, Online and Digital Gaming, Smartphone Applications, OTT Platforms, Augmented Reality, Virtual Reality, Data Visualization Tools, Location Based Services, etc. Social Media marketing platforms like Facebook, Instagram, YouTube, Twitter, LinkedIn etc. as well as Social media management tools like Hootsuite, MeetEdgar, Buffer, Sprout Social, Oktopost among others are also discussed with their advantages and limitations. Next it covers important concepts like Web Analytics, and Social Media Listening Analysis. Further, there are dedicated sections in this book that deal with issues relating to Digital Media Health, Credibility, Cyberculture, Digital Footprints and Privacy Related issues, Intellectual Property Rights, Politics and Public Policies relating to digital media. Finally, this book presents several case studies where digital media resulted in sustainable growth of a private or a public sector company, individual and the society at large. To sum up this book is recommended for beginners who wish to gain insight about the world of digital media and also for the traditional advertisers and marketeers who intent to upgrade their knowledge and skills as per the current and futuristic trends of convergent media.