Digital Media and Society - Case Study Example

Digital Media and Society Introduction Digital media generally refers to an electronic media form whereby the data is usually stored in digital aspects. Alternatively, digital media is the technical storage and transmission aspect of information. In this case, the transmission of data takes place in the computer networking or the hard disk drives whereas the end-product of digital media can be a digital signage, digital video, digital art or a digital audio (Liestol, 2004).Technically, digital media entails video, audio and even photo content, which has been digitally pressed or encoded. In most cases, encoding contents entails video and audio input conversion into digital media files like the Window Media file. After encoding the digital media, the data can then be rendered, manipulated and distributed by computers and an easy transmission to other computer networks. There are various forms of digital media types and these include the Windows Media Video, Windows Media Audio, AVI, JPEG and MP3 (Liestol, 2004). Data transformation to digital data through an analog-to-digital convertor refers to as digitizing. In most cases, it can be dynamic, static or sampling in reference to analog signal conversion to analog signal. Alternatively, digital media are usually based on analog data transmission into digital data. Globally, it is estimated that at least 94% of people have turned in to digital media. By 2002, there was the assumption that human kind had the ability to store data in the digital media as compared to analog storage systems (Liestol, 2004). In reference to digital media aspects, this case study will generally identify some of the examples of how digital media has been previously used to communicate information in a bid to attain specific organizational goals. In doing this, this case study will analyze the general goals of the organization and how digital media assisted it in achieving the goals. Additionally, the case study will elaborate on some of the strategies that the organization enacted in attaining the goals. Lastly, the case study will establish some of the measurable success factors after using the digital media aspect (Liestol, 2004). Samsung turns into digital media One of the biggest organizations to make use of the digital media aspect is the Samsung Company. The Samsung Company is the flagship secondary of the Samsung Group. To date, the company is one of the largest information technological centers in the world. Additionally, the company has assembly plants and networks in almost a hundred different countries across the globe. Generally, the company focuses on various areas in relation to its productivity. The main areas include digital media, telecommunication network, semiconductor and LCD digital appliances (Michell, 2010). Generally, in digital-media business, the Samsung Company focused on areas such as computer devices including laptop computers, digital displays such as computer monitors and television, laser printers, and consumer entertainment devices. Some of the computer laser devices include the DVD players, digital camcorders, MP3 players. Additionally, the company used the aspect of digital media in developing some of the common home appliances such as washers, vacuum cleaners, ovens, air purifiers, and refrigerators (Michell, 2010). In some Samsung Company gadgets, customers get the chance to access digital books or the e-books hence promoting massive business for the company over the internet. People are always on the look for information and providing them with the rare opportunity to access such books over the internet is a complete plus for the company. Alternatively, the Company’s digital printers enable clients to scan printed pictures before transforming them into digital images (May, 2013). Goal In shifting its gears to digital media, the Samsung Company was simply engaging into digital marketing. Digital media aspect was seen as a marketing strategy by the Samsung Company to fend off competition from rival organizations. By establishing the aspect of digital media in its appliances, the Samsung Company was trying to ensure that its global customers could access its gadgets and appliances easily (Michell, 2010). Alternatively, the Samsung Company was trying to ensure that its customers find it easy to use its gadgets. In most cases, connecting digital media devices is always easy as well as inserting the Samsung gadget plug into a socket. Strategy Employed to Accomplish Goal The year 2012 saw Samsung Company become the leading mobile manufacturing company across the globe, taking over from the Nokia Company, which has been at the helm since the year 1998. With a total of over 15 million Facebook fans and 20 million Twitter followers, the company is destined for high places in future. This means that company understands the social currency value (May, 2013). The rise of Samsung into a recognizable force is by no means an accident especially in this digital era where almost 3 billion people use mobile handsets globally. The mobile media aspect has therefore forced a lot of companies and brands in to the establishment of various strategies to fight competition in the market. There is need for companies to establish different strategies in order to fit in the ever-growing markets. Global social and digital media strategy One of the most common strategies that the Samsung Company implemented in order to fight off competition in the market is the global social and digital media strategy. The ability to topple some organizations like the Nokia Company is partially because the company managed to offer its consumers with more choices. Alternatively, the Samsung Company has markedly heightened its social media strategy thus accommodating the modern mobile consumer environment (May, 2013). The company has made this aspect possible by focusing its shift towards the Social Currency Paradigm. The success of the company’s digital marketing aspect is highly attributed to its use and the understanding of the social currency paradigm. Additionally, the degree at which the company’s customers share information about the brand has also played a significant role in driving the company’s results on higher levels (Liestol, 2004). The Samsung Company has been a success story especially in driving its consumer behaviors towards its markets by forming alliances with its clients. The aspect of digital media has been instrumental in forming company-consumer alliances. In this case, the Samsung Company has managed to attain the loyalty of its clients towards its brands and devices by simply taking advantage of the digital and social media aspects. Social media and the aspect of digital media has generally enabled the company attain six different degrees that relate to social currency (Liestol, 2004). The six degree includes conversation, affiliation, information, identity, utility and advocacy. The Samsung Company success story is hugely attributed to the digital strategy an aspect in which most companies that compete with Samsung have failed to achieve. The Samsung Company has successfully managed to draw itself into the strategy and socially engage its consumers thus managing to gain a competitive advantage over the rest of the rival companies (Michell, 2010). Additionally, the Samsung Company has put a lot of effort in socially enabling its brand loyalists and customers through the organization’s social and digital media presence. Conclusion Just like many other companies, the Samsung Company took the advantage of the social and digital media aspects in building itself into a giant-multibillion industry. To ensure that it completely utilize the aspect of digital media, Samsung Company made proper use of the internet in marketing its products (May, 2013). As a result, online business significantly went up while most Samsung products were digitalized over the internet. This meant that everything from audio, images, texts and video became digital hence enabling the company’s products to sell like significantly over the internet. In most cases, digital products have various advantages but the best thing about them is that an organization does not need an inventory in conducting the business. Alternatively, a customer can receive a digital product without much hustle including transportation costs. In a situation where the client needs a digital item or product, he can simply buy through the internet or instantly download (May, 2013). Samsung stands to be a testimonial company with its ability to establish the aspect of digital media in its products. The results have been positive for the company so far, which means that the digital era is slowly creeping. Analysis The Samsung Company has simplified various aspects for its clients by placing the digital media aspect to its products. In most cases, the digital media products from the Samsung Company are not difficult duplicate. However, the media copyright does not allow any person to disseminate or copy the products, which are copyrighted. Establishment of the digital media aspects by the Samsung Company on its appliances enables great personal use of the products (Liestol, 2004). The fact that the Samsung Company uses digital media aspects for communication and marketing strategies, there is high possibility of a more versatile and faster growth by the company in future. The positive news is that digital media aspect offers more potential for the marketers. This will give the marketers a chance to provide more alternatives for their customers. The future seems to be bright especially with the introduction of the digital media. References Humphreys, L., & Messaris, P. (2007). Digital media: Transformations in human communication. New York [u.a.: Lang. Liestol, G. (2004). Digital media revisited. New York: M.I.T. Press. May, K., & Lake, S. E. L. (2013). Digital media: Concepts & applications. Mason, OH: South- Western/Cengage Learning. Michell, T. (2010). Samsung Electronics and the struggle for leadership of the electronics industry. Singapore: Wiley. Read More