ARTICLE SUMMARY
| Title: | Perceived Influence of Digital Media On Advertising – Challenges and Prospects |
| Author(s): | Orji-Egwu Agatha Obiageri, Nwankwo Simon Ugochukwu, Ude Odicha Francis & Nworie Happiness Chinenye |
| Abstract: | Digital media have undergone tremendous development which encompasses a wide range of communication forms from writing personal blogs to sharing comments on forums worldwide. In today's contemporary society, the use of digital media is greatly influencing people's everyday lives by way of collaboration and connectivity in the civil society. It has enabled unprecedented levels of communication, community building, and social interaction breaking the barriers of location, time and social context. Through digital media, advertising jobs are done faster with more expertise. The digital media have provided advertising practitioners unique opportunities to tell brand stories at scale and in context. Digital media expedites conversation and connection among people and allows easy participation in the sophisticated global experiences and networks which our now wired world affords. There is no doubt that this global phenomenon of digital media now influences advertising. Unlike traditional advertising, digital advertising is more universal and flexible, enabling you to tell your brand story on the channels that your buyers frequent. This study through qualitative interview and focus group discussion explored how digital media have influenced advertising, its challenges and prospects. The finding shows that digital media have changed traditional ways of advertising and this has equally led to better and greater performance by the advertising practitioners. The study also discovered that there are equally negative influences of the digital media on the advertising profession. Unfortunately, this can be damaging if not properly handled. Consequently, we recommended that advertising practitioners should increase engagement with audience targeting, and there should be regular conferences, workshops and training pn digital advertising to enable practitioners regularly update their skills and knowledge on digital advertising. It is our conviction that this recommendation will help the practitioners to minimize the negative influences of digital media practices on the contemporary advertising. |
| Keywords: | Advertising, Digital Media, Perceived Influence, Challenges, Prospects. |
Editorial Board
EDITOR-IN CHIEF
Prof. Jonathan E. Aliede
DEPUTY EDITOR-IN CHIEF
Agatha Obiageri Orji-Egwu, Ph.D
MANAGING EDITOR
Símon Ugochukwu Nwankwo, Ph.D
EDITORS
Prof. Ifeyinwa Nsude
Prof. Angela Nwanmuo
Prof. Tyotom Keghku
Prof. Muyiwa Poopola
Prof. Nnanyelugo Okoro
Prof L. I. Ogbuoshi
Ruth. Chika Okorie, Ph.D
Adeola Sidikat Oyrleke, Ph.D
Celestine Ukeoma, Ph.D