Digital Media for the Enterprise

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In this post I’ll uncover the various multimedia presentation/packaging options for your content, which I’ll often refer as “multimedia vehicles” and how all of these vehicles have specific attributes that can enhance your content. Picking the right multimedia vehicle can be quite challenging, since it is affected by various parameters: content, audience, purpose and location.

As you already know, “Content is King” (and as per Laurence’s comment in my previous entry, “Experts are Kings” as well).

However, grabbing the viewer’s attention through creative content solves only a part of the Digital Media communication program for the Enterprise.

You probably already know all of the multimedia vehicles: podcasts, screencasts, demos, interactive, webinars, webcasting and virtual tradeshows. However, too often people may try to force-fit production and delivery into a cookie-cutter solution.

So instead of thinking in the lines of “I want to do a video of…”, the more interesting thought is “what would be the best way to show…” . This is a simple re-think that will help your content shine.

Video plays a big part in driving business results or efficiencies for the Enterprise. Live video webcasting/broadcasting on multiple sites and devices provide mass-scale instant communication to internal/external audiences. This is great for efficient news-breaking announcements. Video-on-Demand is also powerful for the replay of these announcements, but it is also well-suited for storytelling in order to capture potential clients’ attention to your solutions and drive customer engagement/conversion/purchase via interactive video solutions. Videos can also play a big part as UGC for the Enterprise’s customer, developer and partner communities. One key takeaway for video is that you need to have something visually compelling that can only be recorded with a video camera. If you don’t have visuals (and a talking head isn’t compelling visual by the way) then maybe you could save money and use… audio.

Audio is great for insightful discussions, thought leadership, industry experts talks and interviews. They can be used as podcast programs as a pull-marketing media strategy. Great for multi-tasking and on-the-go audiences. Enterprise can monetize audio programs, but the overall ROI will be low.

If you’re a software company, screencasts can be your best friend. It provides the ability to show your product in action for customer and developer audiences. Seeing the product experience, ease of use and features for a customer’s perspective will drive your clients to download the trial. Training and “How-To” type of technical content are also very well suited for screencasts for both pre-sales, support and community building activities.

All of these multimedia vehicles provide linear content and in most cases, very passive. Having a dynamic environment in which you can engage the user to take action will leave a long-lasting impression on your solutions, Brand and products. These Interactive experiences are everywhere. From on demand product tours, online calculators/simulations, rich-media webcasts, virtual tradeshows online, or offline via digital signage… and hopefully one day, on the set-top box.

Interactive experiences marry audio, video, animations, text, images to capture audio/visual senses and our curiosity to learn and explore at our own pace. These are great ways to provide multi-layered solutions driven stories and in-depth technical information. This can help speed up the client’s research about their technology needs and build Preference to do business with you.

The general idea is to take the initial Content, pick the most appropriate multimedia vehicle for it (and for your audience, purpose and location), then harvest the content within that multimedia vehicle in order to make your content shine and help achieve your business goals. Here’s a quick cheat-sheet on business goals and how multimedia helps:

  • Velocity – Making your business run faster and adapt quickly to changing markets and technologies (via eTraining, employee/customer/partner/investor rich media communications, social media, etc.)
  • Cash – Embedding call-to-action within your media to the online store, registration system to qualify Leads.
  • Higher margins – The enhanced digital media experience with your communities will drive Brand awareness/value for customer preference and post-sales support. That value can be translated into a premium.

If you want to learn more about Online Multimedia Strategy, here’s a quick slide deck. Let me know if this helped you.

Next: The New Event Marketing…


~ by laurentbridenne on October 29, 2009.

One Response to “Digital Media for the Enterprise”

  1. Web casting, or broadcasting over the internet, is a media file (audio-video mostly) distributed over the internet using streaming media technology. Streaming implies media played as a continuous stream and received real time by the browser (end user). Streaming technology enables a single content source to be distributed to many simultaneous viewers. Streaming video bandwidth is typically calculated in gigabytes of data transferred. It is important to estimate how many viewers you can reach, for example in a live webcast, given your bandwidth constraints or conversely, if you are expecting a certain audience size, what bandwidth resources you need to deploy.

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