The Use of Digital Media - Essay Example

a) Companies have been able to take into consideration the comments left by different consumers and work with them to deliver brands that match their specific tastes. Moreover, companies or manufacturers have been able to design their products to match the different tastes of their consumers, thus remaining on top of the market competition.
b) Addressability as a marketing issue can be said to be the ability of the company to share with their consumers details concerning their products or operations in a way that is easily understood. Interactivity on the other hand can be said to be the ability of the company to make their consumers participate in the production or manufacturing process.

This may involve engaging the consumers to achieve a response about their content or products. Accessibility is the ability of the company or producers to avail their products or services to the consumers without putting them through much hassle. Connectivity can be said to be the ability of a company or producers to reach their consumers by knowing such details as their profiles and designing their products or services to match their preferred tastes. Control about marketing mix can be said to be the ability of a company to accurately determine key consumer characteristics to make them loyal to the respective brands they're producing or manufacturing.

c) The use of digital media has its pros and cons. Social media is a form of digital media that makes communication easier between the parties involved. It also allows individuals, especially businessmen to expand their contact with their consumers. In addition, it improves the image of a business while also expanding market research for entrepreneurs in different markets. However, it may also decrease the productivity of employees when they use it for other purposes other than work. It has also led to scams as scrupulous individuals use it for fraudulent activities. Electronic media is efficient for most of its users because of its immediacy. Many individuals easily access them for various purposes like learning activities among others. However, when used for the same purpose of learning, electronic media has decreased the comprehension and retention capacities of individuals as they heavily rely on it to solve their daily challenges. Read More