RICH MEDIA MARKETING TREND
Rich media is “online advertising technologically
enhanced by motion, sound, video or some sort of interactive
element”. ~ DoubleClick
- How will integrating Rich Media into your next marketing campaign benefit your organization?
- How important are Rich Media marketing tools in captivating your audience?
- What is permission marketing and why is it relevant to Rich Media?
- Is all of the flash and glitter of Rich Media necessary to prompt your viewers into an action?
What is "rich media"? Static images, rendered drawings, narration, and ambient music are combined with the use of animation software, such as Macromedia’s Flash, to create a dynamic, video-like presentation. So the natural question is “why not just use video?” There are a few answers: the high cost of a video shoot, its high bandwidth requirements, the delay in load time, and the lack of user interactivity.
In contrast, rich media’s affordable, low bandwidth, interactive presentations have the competitive edge in the on-line realm. The use of streamline technology allows rich media presentations to seamlessly load and present an engaging animation without the “hic-cupping” and slow load time of high bandwidth film clips. Viewers are able to quickly and easily access presentations through either a direct web address or a hyperlinked image or icon. These presentations generate a visual introduction and demonstration of the product, service, destination or special offer that prompts your viewers into action. Potential industries include: medical companies, large corporations, tourism, yachting and real estate.
Rich media has become a preferred on-line strategy to promote strong brand awareness, favorability and knowledge. However, with the ease of on-line marketing, businesses need to keep in mind the long-term goal of marketing - that is client relationships- and avoid inundating unwilling receivers with junk mail. The solution is “permission marketing”. Permission marketing allows viewers to opt into receiving or viewing your presentations, thus respecting your clients’ needs, wishes and requests and therefore building a lasting, respectful relationship.
To obtain your clients’ consent to receive your e-marketing, begin by offering something that benefits them: a free sample, a special discount or an entry to an exclusive contest. Once they have responded to your offering, they will be enthusiastic to receive your future correspondence, which leads to a higher “open rate” of your emails. Once you have targeted your audience, received their permission and gained their respect, it is now crucial to maintain effective on-line communication. Rich media is the answer: pertinent, interesting content that is packaged in an attractive design.
The trend towards dynamic and innovative on-line marketing material is becoming increasingly essential for today’s businesses. Interactivity is the new buzzword compared to the one-way communication of static websites, banner advertisements, and print marketing materials. Utilizing rich media in your creative campaigns will stimulate a viewer engagement, increase the effectiveness of your branding initiative, as well as provide direct-response feedback. Rich media is a key element to your successful marketing campaign.
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