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Rich media - exploring new territory - site-promotion


Until recently, audio, video, Flash, and static graphics were all all-embracing apparatus used as enhancements to text based communication on the Internet. We're now bearing in mind technological breakthroughs that allow us to amalgamate these a mixture of essentials into exciting web-based presentations that not only simulate our box come into contact with but also take us to a whole new level of user interactivity. This expertise is called Rich Media.

Rich Media is comprised of a blend of audio, video, graphics, and other techniques that, when put together, build an Internet be subjected to that is personal, relevant, and by and large incomparable by other print or advertise media.

Rich Media is in its babyhood but companies cannot find the money for to disregard its' capability blow as a big business tool. The "dot bomb" crash in April, 2000, notwithstanding, the Internet is still the best ever emergent channel in description and continues to appeal to thousands of new users everyday.

Most of us come to the Web to achieve aspect tasks. We send mail, we read the news, and we do research topics of interest. We also come to the Web to browse and shop for goods and services. The Internet, disparate other forms of media, allows us to take close action. We're urged to click on banners, click on text links, write lettering to the editor, conceive welcome cards, and upload our category movies for the world to see. Is it any admiration that we have advanced expectations of the Web than we do from browsing the newspaper or reflexively scrutiny TV?

We are only establishment to appreciate how Internet publicity works and how it differs from that in the offline world. We do know that we've come a long way from the conventional banner ad which has been steadily bringing up the rear its' effectiveness. When banner ads first appeared, they were a novelty, and click-thru rates were satisfyingly high. As the banner ad proliferated, and websites became increasingly cluttered, click-thru rates plummeted forcing advertisers to look for new ways to engage consumers.

Much has been in print and said about the state of e-commerce and the emerging trend that puts patrons in a attitude of power as never before. The need to service, retain, and be in contact with these regulars in more carrying great weight ways has provided the force after the Rich Media movement.

Not only can we use Rich Media to appeal to consumers; we can craft letters that bid the visitor to interrelate with the implication to acquire added in sequence or to take a much loved action. Purchases could be made completely in the ad or banner window. A user could subscribe at once to a newsletter. Games could be demonstrated. Streaming audio or video clips could be viewed. And, all of this could be done lacking ever exit the publisher's site. (A huge benefit for site owners. )

As the visitor enters a site, Rich Media can be deployed to let somebody know him of weekly specials or artifact definite promotions. One click could then take him candidly to the place where he can find added in order about that artifact and order it. If the consequence is a complex one requiring demonstration, he could be given the alternative of viewing a Flash or streaming presentation of the consequence being assembled. Text boxes could be harmonized with the demo to scroll normally asked questions and answers about the product.

Pop-up windows, albeit exasperating to some, have proven to be an helpful logic of engaging the consumer. These windows, known as intersitials or supersitials, are done with streaming audio, video or Flash, and customarily arrive on the scene when the user's browser is loading a different page construction that user a detainee audience.

This kind of interactivity is what makes Rich Media marketing truly unique.

Many ability advertisers hesitate about venturing into Rich Media due to bandwidth constraints and the lack of far and wide free "high speed" connections. But broadband armed forces are early to spread, and, by 2004, 30 millions households must have broadband access. Affair users will drive the trend. As more ancestors encounter media delivered via broadband in the workplace, they will call that same come across on their home computers. (Currently there are 30 million bureau computers with broadband contact compared to 4 million households. ) *

One of the issues that have anxious Web publishers is how to construct "stickiness. " Rich Media, used to consign at ease as well as advertising, provides the tool. Ancestors are sensory by character and counter more emotionally to sound and heartrending bits and pieces than they do to still similes and static text. Since most purchasing is done on an emotional level, Rich Media presentations often endow with that extra drive to close the sale.

As site publishers and advertisers be converted into more comfortable with Rich Media and its' interactive nature, we'll begin to see more classy methods of engaging the visitor emerge. Using broad databases based on consumer preferences and lifestyles, advertisers will be able to bring decidedly beleaguered messages. (We've by now seen this begin to come about as Internet radio stations add bespoke e-mail to engender promotion revenue. ) Retailers will employ Rich Media techniques to offer beat buyer benefit and to fine-tune their creation offerings. Educators will use it to make their sites more evocative and add interactivity to workbooks and lessons.

It's clear that advertisers and site publishers will have to weigh the costs of producing Rich Media versus the reimbursement that they hope to receive. As knowledge moves inescapably forward, however, and bandwidth becomes more plentiful, users will come to have privileged and more advanced expectations of what they see and hear on the Web. The opportunities afforded by Rich Media - interactivity, sound, motion, and text all bundled into one smoothly delivered presentation - cannot be ignored.

* Cahners In-Stat group at http://www. instat. com

Ronni Rhodes is the owner of WBC Imaging, an Internet circle that specializes in web site enhancement utilizing streaming media technology. With her husband, Don, a digital media engineer, they work with companies to incorporate streaming as part of doing well and carrying great weight sales and marketing programs.

Please aim all questions and explanation to: Ronni@wbcimaging. com 520-742-5780 http://www. wbcimaging. com


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