Interaction & Multimedia
Interactive and Multimedia content is essential for both speaking to the market as well as allowing the market to return the favor… and all in near-real time. These tools are no longer a novelty. Interactive and Multimedia content is an extension of strategy and tactic. With the right structure and optimization, the data that is harvested can often times replace the usual data collection methods that come at a much higher price.
SOCIAL MEDIA OPTIMIZATION Managing the proliferation of marketing channels can be a beehive of activity for modern business. At risk of stretching the metaphor too far, bees do not communicate verbally. They do a ritualistic dance that is packed with cues understood by the other “bees.” Likewise, today’s communication channels should not rely on tradional means of “speaking” to the market. Each segment has it’s own language and nuance. All lifestyle companies need a social media plan. Don't get stung... we have now taken the metaphor way to far. Sorry.
Social Media is the most common doorway to interactive and multimedia content. In order to create meaningful traffic, the digital “door” must first be properly selected. Then you may offer the promise of entertainment. The trick is to install the right “doorway,” at the right place, and information at the right time. The digital pathways preferred by the targeted consumer can then be easier to find and travel… all leading to you!
It's all about location, location, location.
Websites have long been the property of the technology guys. Content was often slavishly dropped into unyielding software. On the other hand, content was conceived and provided with little regard to the legitimate limitations to the emerging technology. Because of this it is not always fair to stand on the soapbox and holler the scripture of “Form Follows Function.” The solution can only be found in balance. Here is a generalized sequence:
- The choice of technology is made through consideration of long-term strategy, marketing objectives and short-term tactics.
- With the planned objectives firmly in hand a matching technology is chosen.
- The creative may then be constructed upon this solid, yet ever-changing foundation, replete with all the embedded utilities from which flow necessary services and return useful metrics.
- Once the technological building is complete, the designers may move in. Since the technology is built to plan, the original design concepts may now be applied to the anticipated and familiar environment.
Creative and technology must work together. The only luxury that can be allowed is the indulgence enjoyed by the site guest. Oh… and the happy satisfaction we all feel as traffic builds and the sales flow in.
MULTIMEDIA PRODUCTION When the product moves, we must move with it with video and animation and how the consumer moves in response to the multimedia informs future revision to content, production and distribution.