by, Lesa Seibert, President, Xstreme Media
The Effectiveness of Multimedia
Last week we looked at the component that affect cost. This week we will look at the effectiveness of your multimedia production(s).
Most Multimedia presentations are very effective at getting people's attention. Multimedia results in a higher retention of marketing information by viewers or more enthusiasm for an offer than print/text. When compared to static text, graphics, or even audio, multimedia is simply more compelling due to its ability to trigger multiple senses at the same time.
According to DoubleClick, multimedia ads have a 71 percent higher impact than their static counterparts. The California Community College system implements a test design to assess the effectiveness of multimedia technology as a non-traditional form of instruction. Surveys taken after the test determined that 40 percent of the students felt that multimedia improved their understanding and 73 percent found it a positive addition to the course.
A study published in the Journal of Management Information Systems determined that multimedia facilitates the retention and subsequent recall of information. The study consisted of two groups - one group processed information through a text based system and the other through multimedia. The subjects who were tested with the multimedia system scored twice as high as the text based group.
Sharing videos over the Web is another great resource for small businesses and non-profits in establishing a social media presence, particularly because of how many people are tuning in. According to a November 2009 survey released by comScore, a digital marketing research firm headquartered in Reston, Virginia, Google's many video sites accounted for 12.2 billion videos viewed that month, including YouTube, which accounted for nearly 99 percent of the total.
Webcasting is essentially broadcasting a video or media file over the Internet using streaming media technology, which can be distributed to many simultaneous viewers at once. Done the right way, webcasts, also called video podcasts, vblogs, videocasting or Web shows, can be effective promotional tools. "It's a cool opportunity to take people behind the scenes of a business," says Dina Kaplan, co-founder and COO of blip.tv, a four-year-old Internet TV network. Her network airs video podcasts from hundreds of companies as diverse as the New York City Ballet to the crafter website Etsy, which broadcasts online classes. "It's been interesting to watch, especially in the last year, how many businesses have created Web shows to promote their product or gain exposure for principals," Kaplan says.
The case for implementing multimedia into your marketing and advertising is clear. Next week we will look at how to cut costs for multimedia development.
The Effectiveness of Multimedia
Last week we looked at the component that affect cost. This week we will look at the effectiveness of your multimedia production(s).
Most Multimedia presentations are very effective at getting people's attention. Multimedia results in a higher retention of marketing information by viewers or more enthusiasm for an offer than print/text. When compared to static text, graphics, or even audio, multimedia is simply more compelling due to its ability to trigger multiple senses at the same time.
According to DoubleClick, multimedia ads have a 71 percent higher impact than their static counterparts. The California Community College system implements a test design to assess the effectiveness of multimedia technology as a non-traditional form of instruction. Surveys taken after the test determined that 40 percent of the students felt that multimedia improved their understanding and 73 percent found it a positive addition to the course.
A study published in the Journal of Management Information Systems determined that multimedia facilitates the retention and subsequent recall of information. The study consisted of two groups - one group processed information through a text based system and the other through multimedia. The subjects who were tested with the multimedia system scored twice as high as the text based group.
Sharing videos over the Web is another great resource for small businesses and non-profits in establishing a social media presence, particularly because of how many people are tuning in. According to a November 2009 survey released by comScore, a digital marketing research firm headquartered in Reston, Virginia, Google's many video sites accounted for 12.2 billion videos viewed that month, including YouTube, which accounted for nearly 99 percent of the total.
Webcasting is essentially broadcasting a video or media file over the Internet using streaming media technology, which can be distributed to many simultaneous viewers at once. Done the right way, webcasts, also called video podcasts, vblogs, videocasting or Web shows, can be effective promotional tools. "It's a cool opportunity to take people behind the scenes of a business," says Dina Kaplan, co-founder and COO of blip.tv, a four-year-old Internet TV network. Her network airs video podcasts from hundreds of companies as diverse as the New York City Ballet to the crafter website Etsy, which broadcasts online classes. "It's been interesting to watch, especially in the last year, how many businesses have created Web shows to promote their product or gain exposure for principals," Kaplan says.
The case for implementing multimedia into your marketing and advertising is clear. Next week we will look at how to cut costs for multimedia development.
