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Volume 3 Issue 7

July 2017

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title

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

Author(s):

Mr.R.Devasakthi

Keywords:

Abstract

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.

Other Details

Paper ID: IJSARTV
Published in: Volume : 3, Issue : 7
Publication Date: 7/2/2017

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