Digital media is the part of online marketing that uses web and computer based technologies like mobile phones, desktop computers and various other computer and electronic media to advertise services and products. The emergence of the Internet changed the manner in which organizations and brands use technology for promoting their products and services. It created new forms of communication and popularized content delivery mechanisms like RSS feeds and blogging. Many companies have used this platform to deliver their message across a wide range of networks by making use of text and image ads in websites. This has made it possible to reach out to a very large segment of people who are not even online.

In today’s competitive market place, the need for a flexible approach is an important factor. It ensures that you can respond quickly to the market trends and changes. The traditional media is becoming outdated and is found to be insufficient to provide a platform for interactive advertising. The traditional media is expensive and is difficult to use and manage; a flexible plan that takes these and other factors into consideration is a wise choice.

Flexibility is required in a variety of forms and formats. First of all, the form in which the advertisement is being shown has to be flexible. No matter what the medium used, whether it is traditional media or digital media, it should provide the desired impact. It should hold the attention of the viewer and should persuade him or her to take some particular action. The message should not be kept within the purview of the particular company alone. It should be used by all companies to improve brand visibility and hence improve customer relationship.

Secondly, the message delivered should be immediate and appropriate. In traditional media, the advertising is usually word based or through mails. With digital media, a message can be shown on the screen and this will convey the message immediately. This will make the advertiser feel confident and assured about the effectiveness of their product. The content of the content sent over the internet also needs to be highly relevant and unique in order to ensure that the content of the advertising is not considered as spam by the viewers.

The content of the messages has to be unique in order to create a positive experience. The content of the message also needs to be attractive and compelling. Content delivery media ensures that the message delivered through the specific medium reaches the target audience immediately. This ensures that the audience gets the desired effect of the advertising.

Lastly, digital media is flexible as it can adapt to a wide variety of platforms. When compared to the traditional media, the digital media provides a very flexible method of advertising. Traditional media is fixed to one format and cannot be modified or changed much. This restricts the advertising company from using multiple advertising techniques on a single platform. On the other hand, the digital media can change with time and with technology, new platforms are developed which further enable the companies to use different strategies.