Let's take a look at some of the key components of Digital Media:

• Rural and urban appeal
The Internet and mobile are finding an equal share of audiences in both the rural and urban regions. With the growth of local language websites, local search engines and local language messengers, the penetration will only increase in both regions.

• Inexpensive
The digital medium is relatively inexpensive when compared to the ratio of cost against the reach of the target audience. That is to say, advertisers can reach a wide audience for a small fraction of traditional advertising budgets.

• Covers the entire value chain
By its very nature, the digital medium allows consumers to experience the entire consumer value chain, right from when they recognize the need for a product or service, to when they become aware of available products or services, to showing interest, making a decision, and eventually paying for the product or service.

• Measurable
Digital marketers have the advantage of measuring statistics easily and inexpensively. Advertisers can even get real time results on their campaign which can help reduce expenses. Therefore, marketers can determine which messages or offerings are more appealing to the audience.

• Customizable
Messages sent out to audiences via the Internet can be tailored to suit individual preferences, needs and tastes. It allows one-on-one interaction between the brand and the consumer especially in the social media platform.

• Interactive
The Internet is the only medium that empowers brands to have a direct dialogue with consumers, gain insights and turn them into brand ambassadors. The consumer today trusts no advertiser. They'd rather believe what their friends have to say about a particular brand or product. Digital media, through its various communities, helps one listen to these dialogues, participate in their conversations, alleviate their fears and misconceptions, and engage them in a longer, more profitable relationship.

• Target-specific
Digital media offer the maximum and the finest level of targeting possibilities, thus leading to minimal/low wastage of spends. Advertisements on digital media can be changed and modified in real time, as determined by user profiles or other factors–thus ensuring different consumers see different ads, based on their profile and requirements.

• It is these unmatched advantages that have made the Internet such effective marketing channel. It comes as no surprise then that brands advertised on the digital media have higher brand recall and deeper brand loyalty.