In this research, I have taken ten different sectors of the economy and also incorporated the survey of consumers and professionals. Moreover, the practical implementation and implications are missing, therefore, there is a strong need to conduct a detailed and thorough research, which addresses all the aspects of digital media. Although some studies have already been conducted in Pakistan but they are generic in nature and not discussed thoroughly all the channels of digital media. However, there is a strong need to conduct a study in Pakistan by keeping in view of local business environment and culture. Globally many researches have been carried out, but all these researches are either generic or conducted in international perspective by keeping in view of their own local culture and business environment. The use of this new media has become very imperative and important for Pakistani companies as well, marketers and entrepreneurs also understand the importance of this media in Pakistan also. Digital media has defined actual definition of globalization, now it is very easy to launch products globally in an effective and swift manner with minimal cost. Apart from effectiveness of the digital media, it is also cost effective, user friendly, and more creative tools, which provide number of channels to interact with customers. Even if willing to build long-lasting bilateral relations, interaction with customers to assess their priority and preferences marketers prefer to use digital media. Customer relationship is become an important factor in marketing, so, marketers prefer to use digital media because this media provide variety of channels in order to have interaction and communication with their customers. Since this media is very effective, instantaneous and very much cost effective, and also provide many channels of advertising directly to the customers and consumers, therefore, companies are shifting to digital media from the conventional media. Companies are now more tilted towards the different channels of digital media. Digital media is a new mode of communication for the advertising and marketing of products and services. This research will be an attempt to access the importance and affectivity of new media in advertising.
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