A STUDY ON DIGITAL MEDIA MARKETING AND ANALYSIS WITH SPECIAL REFERENCE TO CONSUMERS IN ARIYALUR (DISTRICT)TAMIL NADU

The digital media has become a source of communication between consumers and their favorite brands, surprisingly little academic research has sought to appreciate how social media is positioned within a firm’s existing marketing communications strategy. In the present research, the authors conducted a primary data studies with the consumers responsible for making digital media choice decisions in order to understand how individuals incorporate digital media into an existing marketing communications strategy. An in-depth interviews were conducted with these consumers to understand their approach to social media, the challenges they face, and the solutions they have found . Findings suggest that the consumers of Ariyalur categorize digital platforms into four categories: relationship management, news gathering, creativity, and entertainment. Though digital platforms differ in purpose, a cohesive brand personality is created across each platform by following the four C’s of integration: consistency, customization, commitment, and caution. Findings offer insights into how brand managers position digital media within the communications strategy and utilize different digital l media platforms to understand and address individual consumer needs. The authors also suggest a number of tools to guide implementation and management of digital media communications across platforms.