Four Major Mass Media Types that interests a business:
• Outdoor media
• Print
• Broadcast – TV and Radio
• Digital Media

Other Minor Mass Media formats:
• Films
• Audio Recordings
• Video Games

Let’s have a look at some of the established Mass Media Forms:

Digital Media is a broad Media Form and Digital Marketing is just a Business Function. Businesses used the Print and Broadcast Media for various Business functions including Branding, Marketing and Sales. Digital Media has more uses than just Digital Marketing. A lot of people actually list some of these other business functions as a subset of Digital Marketing. Like Digital Brand Engagement if often listed as a sub activity of Digital Marketing. There are some legacy reasons for this. Even a few years ago, Digital Media was very limited and not as mature. And there was a good reason for calling the whole group of Business activates as Digital Marketing.

The Digital Media is maturing very fast. In the last 2-3 years, with the popularity of Smartphones the Digital Media has attained new heights. The biggest challenge of Digital Media has been Access and Smartphones have expanded the consumer access to the Digital Media. It is predicted that in the next two years 500 million new smartphones will be added in China and India alone. That is almost 15% of the Humanity and a even more significant portion of the active age consumer group and active middle class consumer group.

The Digital Media is still at a very nascent stage. Consumer Behavior on Digital Media is still very undiscovered and undefined. Technology is changing so rapidly that there are new parameters being added to it. The list of Business Functions served by the Digital Media is still evolving.

Some of the distinct uses of Digital Media for a Business:
• Brand Engagement (PULL)
• Brand Communications
• Marketing (PUSH)
• Ecommerce and Online Sales
• Inside Sales (B2B and B2C)
• Outside Sales
• Customer Service and CRM
• Product Design & Engineering
• Market Research