Digital Marketing Applications

MBA-IV Sem Unit-2

Salil Bhatia

Topics

• Digital Technology Vs Analog Technology

• Digital Information Systems a start of new era .

• Digital Communication channels and Medias .

• Impacts and penetration of various digital medias.

• Web Technology a boon for digital media

Difference in Digital &Analog

• A digital system is a data technology that uses discrete (discontinuous) values. By contrast, non-digital (or analog) systems represent information using a continuous function. Although digital representations are discrete, the information represented can be either discrete, such as numbers and letters or continuous, such as sounds, images, and other measurements.

Digital Technology

• Computers are digital devices, meaning they perform all calculations using ones and zeros. This method of computing is referred to as the "binary system," and is the heart of all digital technology. Devices such as hard drives, CD recorders, and Mini DV camcorders are digital devices, and therefore record data digitally, as ones and zeros.

Analog Technology

• VCRs, tape players, and record players, on the other hand, are analog devices. This is because they record data linearly from one point to another. Imagine a bumpy line moving from left to right -- that is what an analog audio recording would look like. Analog devices read the media, such as tapes or records, by scanning the physical data off the media.

Difference?

• For example, a record player reads the bumps and dips in the grooves of the record and translates the information into an audio signal. An audio CD player, however, reads ones and zeros off a compact disc and translates that information into an audio signal. However, the ones and zeros only estimate the actual soundwave, whereas a record player records the exact sound. When you hear terms like "sampling rate" or "bit rate," these refer to how many times per second the digital signal is sampled.

Why digital?

• To summarize, a digital signal is an estimation of analog data. Digital recordings are made with ones and zeros, while analog recordings are made with linear bumps and dips. While digital information is not as exact as analog information, it can be used with other digital devices, such as computers, making editing and reproduction of the information easier and faster. Because digital media is more compatible and does not degrade over time, it has become the common choice for today's audio and video formats.

Start of digital Era……

• The tipping point came in 2002 — that was when the world began storing more information in digital than in analog format, or so estimate the researchers who recently completed an inventory of the world's technological capacity.

Transformation Era

• In 2000, three-quarters of the world's information was still in analog form. By 2007, all but 6 percent had been preserved digitally.

Digital Impact…

• As of 2007, the latest year that reviewed, humankind was able to store 295 trillion optimally compressed megabytes, to communicate almost 2 quadrillion megabytes, and to carry out 6.4 trillion MIPS (million instructions per second) on general-purpose computers.

What is 295 trillion?

• Have a hard time imagining 295 trillion megabytes? Think it this way: "If we would use a grain of sand to represent one bit each of the 295 trillion, we would require 315 times the amount of sand that is currently available on the world’s beaches.

295 trillion megabytes is roughly:

• Equivalent to 61 CD-ROMs per person on Earth. Piling up the imagined 404 billion CD-ROMs would create a stack that would reach the moon and a quarter of this distance beyond.

• Enough that, if printed in newspapers that sold for $1 each, the United States' entire global gross domestic product would not be enough to buy them all. (The cost would be 17 percent beyond the GDP.)

• Enough information to cover the entire area of the United States or China in 13 layers of books.

Matter of Fact….

• In the long run, analog technologies will continue to exist as part of our historic past, and for hobby technicians,”. “In some parts of the world they will still play an important role for many years to come, but they won't be the main tool.”

Its all DIGITAL NOW…….

Digital information systems

Digital Communication Channels

• In the last few years, the digital channels have increasingly taken a central place in our communication behaviors. We use them to socialize .

• But what’s important for businesses across the region is the ever increasing trend of using digital communication channels to keep a relationship with brands and companies. These channels require new levels of expertise to be used effectively

Digital channels

• Radio

• Television

• Internet

• Telephone

New Entrants

• OOH Media

• Media On wheels.

Overview A research says that” 66% of consumers want brands to ask

them about their channel preference before communicating. Of course most of them also expressed their skepticism about the brands ability to choose the right channel. When asked if they trusted companies to make the appropriate decisions when it comes to choosing which channel to communicate through, only 11% of the consumers surveyed agreed in the UK, while this figure was higher elsewhere, up to 40% in Spain. Matching consumer needs and wants will increase engagement and improve significantly the relationship with them, as this indicates that consumers want to be in control of the communication preferences”

. Companies must send not only the right message to the right person at the right time, but also through the right channel