Digital media planning is focused on new media such as the internet, mobile technology, (digital) outdoor and in-store advertising, and so on.
Although media companies have been using digital media in advertising for some time, it is only fairly recently that specialized companies have sprung up to meet the new demand for digital media.
People looking for digital media jobs need to have the same sort of skills as those who work in traditional media planning (so they must be interested in people and in what makes consumers tick, investigative, lateral-minded, strategic-minded, be interested in marketing, media and advertising, in general) as well as be interested in new media, be quick at picking up new technology, and be flexible in approaching what is now a large and complicated media smorgasbord.
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