Tempo de leitura: 4 minutos Digital media refers to any form of communication that uses the Internet as its platform, including websites, blogs, social media, e-books, e-mails, podcasts, and webinars. These media have a lower cost and more precise segmentation, as well as providing greater interaction with consumers and more effective measurement of results compared to traditional media. There are three types of digital media: paid, earned, and owned. Each type can be used for different marketing objectives, such as attracting, converting, building relationships, or retaining customers. To choose between digital media types, factors like your target audience, objectives, strategy, and budget must be considered. Depending on these factors, some advantages and disadvantages of each digital media type are: paid media offers speed and flexibility but depends on investment; earned media provides reliability and engagement but is unpredictable; owned media allows for authority and customization but requires maintenance. It is essential to analyze the advantages and disadvantages of each media type and integrate them effectively to achieve a coherent and effective communication.