Digital media is a fast-paced, always-evolving field that puts the creator at the center of business growth. Careers in digital media offer a constant creative outlet, measurable results, and constant motion. As consumers gain access to more types of media, the digital media creator becomes increasingly vital to any successful company. To help you make an educated decision about careers, media, and companies in the job market, let’s first talk about the definition of digital media.
IN THIS GUIDE:
Exploring Types of Digital Media
What Is Digital Media?
At its most basic, digital media is any content, visual or audio, text or graphic, created with technology and distributed through social media and website applications. Creators use electronic devices and technology to design, update, and transmit digital media. Examples include:
- Social media posts
- Websites and web pages
- Electronic books and podcasts
- Digital audio such as streaming and mp3s
- Email marketing and blogs
- Mobile apps
Physical and digital media look very different, although their goals are often the same. The former is exactly what it sounds like—something physical you have to hold in your hands. Think of things like books, DVDs, CDs, and newspapers. Digital media is different in format, distribution, and consumption.
Before “all things digital” became the norm, companies relied on traditional media to market to customers. Also known as analog media, this includes billboards, magazines, newspapers, and radio.
The Importance of Digital Media
While some die-hards refuse to give in to the idea of streaming music or audible books, Statista reports that physical media is on a decline, and digital is rising in popularity. One example of this is in DVD sales. Most consumers use digital video rentals or streaming services rather than buying or renting physical copies. If you have been around long enough to remember Netflix’s DVD-by-mail service, it may surprise you to learn that Statista also states that digital video rental and sales soared in 2023 while physical copy sales decreased at an even greater rate.
The advantages digital media offers over physical media lie in its cost-effectiveness, global reach, accessibility, engagement, interactivity, and innovation. In today’s digital world, film buffs can access a movie they want to watch immediately. Consumers increasingly expect and get instant gratification. Users can communicate back and forth in a way they never could before. Students study online and earn degrees without attending a university in person. Businesses can track engagement rates to hit the target audience and complete sales.
The Role of Digital Media in Everyday Life
There was a time when the internet was considered a luxury, but today’s consumers rely on technology in a myriad of different ways every day:
- SellersCommerce reports that in 2024, 20.1% of all retail purchases are made online, and 2.71 billion people shop online around the globe.
- According to the Pew Research Center, roughly 83% of Americans consume content from YouTube, and close to 50% use Instagram.
- In 2024, Publishers Weekly noted that audiobook sales in the United States hit 2 billion, an increase of 9% from 2023.
Consumers move farther from physical media every day as digital becomes more ingrained in their lives.
Digital Media and Accessibility
Digital media is accessible to a larger audience. Where geography and cost limit many consumers from accessing forms of traditional media, those barriers come down when media takes a digital form. Businesses have a global reach, and education availability increases. Students have access to resources they couldn’t afford or obtain before. This accessibility is one of the most critical parts of digital media marketing.
Exploring Types of Digital Media
To fully understand today’s digital media platforms and how they’re expected to grow, you first should understand the three different media types.
Owned Digital Media
Owned digital media is managed entirely by the organization, brand, or individual that owns it. This allows them to decide what message, design, and content they want to get out. Examples include:
- Companies have complete control over the functionality and content of their websites, blogs, and any other digital content.
- Brands develop and manage mobile apps so they can directly interact with customers.
- Businesses create official accounts on social media sites and control any content they post.
Owned digital media is advantageous when the brand wants complete control over presentation, messaging, and content. These are cost-effective ways to create a brand identity that lasts and offers direct communication with consumers and users. With no intermediary controlling the messaging, many businesses develop authentic relationships. Research from Indeed shows that 77% of consumers buy from companies they follow on a social media platform, highlighting how owned digital media affects the bottom line.
Paid Digital Media
When a business pays to advertise content on platforms like websites, search engines, or social media apps, this is paid digital media. Examples include Google Ads, display ads, YouTube ads, and social media ads.
One unique way that brands use paid digital media is through influencer advertising. A study by eMarketer highlights that TikTok is a popular platform for influencer advertising, and users are expected to hit over 1.04 billion this year. Brands pay popular content creators to use their products and review them to increase sales—and it’s working. Reports from Charle show that 69% of consumers trust recommendations they get from influencers they follow.
Paid digital media allows a company or creator to identify and attract a targeted audience quickly. Brand awareness springs quickly, and businesses reach worldwide audiences. It’s also easier to track the return on investment and enhance consumer engagement.
Earned Digital Media
Earned digital media is something that brands and companies can be especially proud of. This is exposure gained through customer reviews, media coverage, and social media mentions. Earned media shows longevity and quality, as actual customers provide the advertising. Think of it as free word-of-mouth publicity online.
This is one of the most effective ways to advertise a brand or business. Hubspot reports that 57% of consumers in America trust a recommendation from family or friends. They study what they read online and trust those who vouch for a product. While earned digital media is highly effective, though, it’s a long-term solution rather than a quick way to see sales increase.
Crafting Effective Digital Media Arts
The global reach to customers and detailed reports of return on investment show how crucial it is for every business to create and craft a digital marketing plan. While some companies attempt to do this on their own, most businesses turn to experienced professionals.
Defining Your Brand
A company is more than the products it sells. Those businesses that establish their brand as an authority or expert on a topic or product gain long-term followers who create earned media they share with anyone online. Your brand is a type of public relations that gives you a wider audience.
When defining a brand, consider what type of content you want to create, what you want to talk about, and what you want to be known for.
Understanding Your Audience
The first step in understanding your audience is market research. Gather data about your target market, including their needs, behaviors, preferences, and demographics. Businesses can do this through analyzing existing data, focus groups, or surveys.
Create a fictional perfect customer, then look deeply into social media insight. These metrics show audience responses and engagement rates for your target customer. Direct feedback is also an extremely effective way to understand better who you’re trying to reach.
Balancing Quality and Quantity
In terms of digital media, more isn’t always better. Strive for quality over quantity and play the long game. Earning digital media from customers is a “slow and steady wins the race” kind of thing, and finding the balance is essential.
Overwhelming users with too much content may turn them away from your brand. Rather than putting out a video a day about your product, create a high-quality, professional ad that shows your brand as approachable but reliable. Establishing your business as an expert in the field through quality digital media creation is an online advertising tool that’s hard to beat.
Careers in Digital Media Design
Are you interested in a degree in digital media studies? This is a growing field with no signs of slowing down. Zippia predicts that from 2018 to 2028, job growth in this field will grow by 8%. That’s a lot of opportunity. We have advice on our website for anyone interested in the industry or getting a degree in digital media.
Here are some common digital media jobs and their average national salary, according to Indeed:
- Digital Media Photographer: $43,335 per year
- Video Editor: $52,316 per year
- Animator: $70,820 per year
- Social Media Specialist: $53,255 per year
- Graphic Designer: $50,656 per year
- Video Game Designer: $76,887 per year
- Web Analytics Specialist: $54,969 per year
- Web Developer: $77,791 per year
The education required for each of these jobs is different, but Sessions College is a great place to get started. If you’re deciding to pursue further education, we give you the tools you need to work in the field of your choice.
What Is the Difference Between Digital Media and Digital Marketing?
Digital advertising and media are often confused or equated. Digital advertising involves devising marketing strategies and promotion methods. The digital media is the content used to complement and enact those strategies:
- A company that decides to push a social media campaign (advertising) posts videos and written content (media) to increase engagement.
- A company focused on establishing itself as an expert in the field makes a plan to update its website (advertising) and SEO resources and then does so using revised and newly created videos, pictures, and content (media).
- A company wants to increase customer engagement (advertising) so sends emails (media) to accomplish its goals.
Advantages of Digital Media Over Physical Media
Anyone interested in the industry should understand the core principles separating digital media from traditional physical media in modern marketing.
Key Differences in Distribution
These are two very different methods of advertising when it comes to how they’re distributed:
- Access: Digital is accessible immediately, while physical requires shipping or physical delivery with a wait time.
- Format: Digital is distributed electronically, while physical comes in tangible formats.
- Storage: Digital is stored on cloud platforms, personal digital devices, and servers, while physical requires space for a physical inventory.
- Scalability: Digital is easily scaled with little to no cost, while physical requires logistics (shipping and delivery) and production.
- Environmental Impact: Digital is energy intensive but reduces physical waste; physical creates waste through both products and packaging.
- Control: Digital is easily removed, re-released, or updated easily, while physical copies have to be recreated once they’re distributed.
- Measurability: Digital media is easy to track on the spot, providing quick insight into customer behavior.
The Future of Digital Multimedia
If you’re interested in learning more about digital media production and related career options, explore the possibilities offered at Sessions College. Complete an Associate in Digital Media, an Undergraduate Certificate in Digital Media, or an Undergraduate Certificate in Filmmaking and Digital Media.
Our programs are extensive and effective, and we provide an educational experience tailored to where you’re at in life. You’ll become proficient in images, animation, and video and the technology used to create them as well as principles of storytelling, art, and design.
Sessions relies on the benefits of digital media for the convenience of our students. Our reach is global; we meet you where you’re at, and we’re a cost-effective option for anyone wanting a career in promotions, advertising, marketing, or broadcasting. Take advantage of the booming digital media industry and enroll now to start your journey to an engaging, fulfilling career.
Katie Price lives just outside Salt Lake City, Utah, and has over a decade of experience in ghostwriting and copywriting. A former high school GED teacher turned freelance writer, she focuses on legal, finance, medical and educational content. Read more articles by Katy.
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