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Past Issue • Apr-Jun 2014

The Multi-Faceted Impact of Digital Media

The Multi-Faceted Impact of Digital Media

In this introductory essay, Amit Mehra, Associate Professor and ISB Research Fellow and Joint Executive Director, Srini Raju Centre for IT and the Networked Economy at the Indian School of Business, outlines how emerging trends in digital media are transforming businesses.

When one thinks of digital media in the Indian context, deep discounts offered by e-retailers such as Myntra, Jabong and Flipkart invariably come to mind. However, a keen observer soon realizes that digital media is not simply about e-retailing. This raises the question what exactly is digital media and how does it impact business? A direct answer is not readily available, rather one is confronted with a dizzying array of buzzwords like ‘big-data’, ‘web analytics’, ‘mobile’, ‘display advertising’, ‘social networks’ and so forth that are mentioned in the same breath as ‘digital media.’ One naturally wonders whether all of these different buzzwords are connected to each other in some logical fashion, or whether digital media is just a loose, all-encompassing term that refers to very different phenomena that have no real connect with each other.


  • Amit-mehra

    Amit Mehra

    Associate Professor of Information Systems and ISB Research Fellow and also the Joint Executive Director, SRITNE at the ISB.
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