What is digital media?

It’s no exaggeration that the digital age has transformed how businesses and creatives connect with their audience. While print newspapers and TV ads can still facilitate this connection, new technologies present new opportunities. Social media, for example, allows users to form personal connections with businesses and brands that the one-way nature of print newspapers and TV ads preclude.

Print newspapers, TV ads, billboards — these are known as traditional media. They don’t rely on digital technology to connect with an audience.

New media, on the other hand, refers to platforms that depend on digital technology to communicate with an audience. In today’s nomenclature, new media can also often be referred to as digital media or multimedia. 

What is digital media?

Digital media refers to platforms and content that depend on digital technology to communicate with an audience, making its reach more expansive. In contrast, print newspapers, TV ads, billboards — or “traditional media” don’t rely on digital technology to connect with an audience, and have more limited reach.

The main difference between traditional media and new media is new media’s capacity to be stored, presented and distributed over telecommunications networks.

Digital media plays a vital role in communication, collaboration, creativity, community, and commerce, enabling seamless interaction, innovation, and connection across industries and social spaces.

Digital media involves the creation and distribution of audio, video, websites, social media, and applications  using internet-based and electronic technology. Electronic devices play a key role in designing, updating, and transmitting digital content, enabling seamless communication and engagement across various platforms, including:

• Social networking platforms
• Podcasts
• Websites
• Artificial intelligence (AI)-powered content
• Mobile apps
• Digital marketing
• Online videos/animations
• Video games

Not all digital media is the same, of course, but commonalities exist  such as: 

1. Communication - New media technologies attempt to communicate with an audience, whether it be general or specific. Example: An internet ad tries to convey the benefits of a new product. 

2. Collaboration - New media can allow users to comment, contribute and otherwise interact with pieces of media. Example: A public encyclopedia that can be edited by users.

3. Creativity - New media allows individuals to use the technology in their own specific ways. Example: A YouTube creator can devote hours to develop eye-popping graphics for their videos.

4. Community - New media technologies let people connect with each other around common interests. Example: A social-networking site that brings likeminded individuals together.

5. Convergence - New media represents the coming together of several different technologies. Example: A smartphone combines a variety of digital media into one device, including newspapers, music, TV, radio, cameras and computers. 

Social media specialist

Overview: Social media specialists are responsible for a company’s public communication on social media platforms. This can include developing a general social media strategy as well as creating specific pieces of content.

Education requirements: A bachelor’s degree in public relations, communication, business or a related field is typically required.

Advertising, promotions and marketing manager

Overview: These professionals work at advertising agencies or within the marketing department of companies and oversee and develop programs that help generate interest in a product or service.

Education requirements: Most companies require applicants to have a bachelor’s degree in a business field , such as marketing, or in a similar field, like communication.

Salary information: As of May 2024, advertising and promotions managers earned between $63,000 and $239,200, with a median salary of $126,960 , according to the U.S. Bureau of Labor Statistics (BLS).

Job outlook: Employment of advertising, promotions, and marketing managers is projected to grow 8 percent from 2023 to 2033 , faster than the average for all occupations. About 36,600 openings for advertising, promotions, and marketing managers are projected each year, on average, over the decade.

Salary ranges are not specific to students or graduates of University of Phoenix. Actual outcomes vary based on multiple factors, including prior work experience, geographic location and other factors specific to the individual. University of Phoenix does not guarantee employment, salary level or career advancement. BLS data is geographically based. Information for a specific state/city can be researched on the BLS website.

BLS Occupational Employment Projections, 2023-2033 is published by the U.S. Bureau of Labor Statistics. This data reflects BLS’ projections of national (not local) conditions. These data points are not specific to University of Phoenix students or graduates.

Podcast producer

Overview: Producers oversee the development, production and distribution of podcasts. This can include selecting talent and scripts, setting a budget and overseeing technical aspects.

Education requirements: A bachelor’s degree in film or cinema studies, communication technology, theater or arts, or nonprofit management is typically required.

Public relations specialist

Overview: PR specialists are tasked with managing a business’s image with the public. This may involve interacting with news media and developing media items to improve public perception.

Education requirements: A bachelor’s degree in public relations, journalism or communication is typically required.

Salary information: As of May 2024, public relations specialists earned between $40,750 and $129,480, with a median salary of $69,780 , according to BLS.

Job outlook: Employment of public relations specialists is projected to grow 6 percent from 2023 to 2033 , faster than the average for all occupations. About 27,100 openings for public relations specialists are projected each year, on average, over the decade.

Market research analyst

Overview: According to BLS, market research analysts  study market conditions to help companies understand the products or services consumers want to help increase potential sales.

Education requirements: This job typically requires a bachelor’s degree in market research or a related field, like marketing or communication.  

Salary information: As of May 2024, market research analysts earned between $42,070 and $144,610, with a median salary of $76,950 , according to BLS.

Job outlook: Employment of market research analysts is projected to grow 8 percent from 2023 to 2033 , faster than the average for all occupations. About 88,500 openings for market research analysts are projected each year, on average, over the decade.

Mobile application and software developer

Overview: Software developers are responsible for creating the computer applications that run the network and control the device to help meet users’ needs.

Education requirements: This profession typically requires at least a bachelor’s degree in computer and information technology. Some employers require a master's degree.

Salary information: As of May 2024, software developers earned between $79,850 and $211,450, with a median salary of $133,080 , according to BLS.

Job Outlook: Employment of software developers is projected to grow 17 percent from 2023 to 2033 , much faster than the average for all occupations. About 140,100 openings for software developers, quality assurance analysts, and testers are projected each year, on average, over the decade. 

Copy editor

Overview: Copy editors oversee whatever a business publishes, from blog posts to press releases. This role can involve planning content, editing content for grammar and brand alignment, and approving final drafts of publications.

Education requirements: A bachelor’s degree in English, communication, journalism or a related field is typically required.

Content marketing specialist

Overview: Content marketing specialists plan, create and manage media content for digital marketing campaigns .

Education requirements: A bachelor’s degree in advertising or journalism is typically required.

Graphic designer

Overview: Graphic designers develop visual concepts for businesses. This can include things like logos or illustrations, as well as the visual layout of digital and print media. 

Education requirements: A bachelor’s degree in graphic design or a related field is typically required.

Salary information: As of May 2024, graphic designers earned between $37,600 and $103,030, with a median salary of $61,300 , according to BLS.

Job outlook: Employment of graphic designers is projected to grow 2 percent from 2023 to 2033 , slower than the average for all occupations. About 21,100 openings for market graphic designers are projected each year, on average, over the decade.

What digital media skills do you need?

Whether It's the beginning of a career in new media or a career switch, here are a few skills that are worth honing. 

Analytics

We live in a data-driven world. It’s not enough to put out high-quality, eye-catching content without knowing how many eyes are watching. Analytics provide a path toward a better understanding of an audience and media strategy development.

Nearly every digital media technology provides opportunities for data analytics. Google Analytics, for example, is commonly used to monitor traffic to a website. Social media platforms provide ample opportunity to analyze the performance of a post or an entire campaign. 

Marketing

When developing a digital media strategy, understanding how audiences interact with content is key. Some aspects of marketing strategy have remained the same for decades. Others have changed drastically.

Further, marketing skills can help determine how to communicate with audiences across different technologies. Understanding the different types of digital marketing,  and knowing how to effectively use them, is helpful in this career. 

Photo and video editing

Creating and sharing content will likely form a significant part of this job. This content forms entertaining and engaging connections with an audience. Proficiency in photo and video editing software can help make this content even more engaging.

In fact, good content can be shared across different technologies. A YouTube video can find its way into a Facebook post. An ad on the sidebar can guide a user to a company’s website. Great photos and video can help users make that click and form that connection.

As commonplace as it now is, digital content and media continues to evolve and change. And that means more opportunities for people to create more and meaningful connections. 

Learn more about business programs for digital media and marketing

Does working with digital media sound like an interesting career field? If you’re interested in getting started or learning more about how to incorporate new media in your current role, degree options are available to teach you the fundamentals and arm you with the necessary skills to pursue the above job roles.

University of Phoenix offers:

• Bachelor of Science in Business with a Marketing Certificate . 
• Business Analytics Certificate 
• Bachelor of Science in Communication 

Contact University of Phoenix for more information .