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Digital Media: The Challenges in a New Competition

By Pat Bedall

Republish: EasyPublish™ Published: 07May2008 Word count: 509 Viewed: 279 time(s) Get Free Content For Your Site

Can you get what you want from an audience in seven seconds? Our dwindling attention spans are creating new challenges in communication. Traditional marketing efforts were designed to lure, entertain, inform and persuade the masses. Today, we strive for the same goals while racing against our audience's limited time offer of attention.

All-encompassing, inescapable multimedia technology is turning consumers into an audience of infinite shows. How will our message stand out from all the others? How can it compete with the impatience of the consumer's mind?

While consumers are being bombarded by media, use their distractibility to your advantage. Capture their concentration and retain it by appealing to a variety of the senses. Design your message to impress their minds; attention is limited but memory is not. Harvard Business Review states, "People remember 20% of what they hear, 30% of what they see, and 70% of what they hear and see."

Using digital video, information can be brought to life through stunning audio and visual components. The quality of our communication and the format in which it is delivered is more important now than ever before. With an ineffective strategy and less than striking presentation, our message can dissolve in or add to the cacophony of multimedia noise. If produced and delivered with outstanding quality, your message will captivate and resonate long after the video has ended.

Resist the temptation to over-embellish your media. Using every bell and whistle may catch attention, but rarely will it be retained. Your presentation should master the complexities of communication while seeming effortlessly and seamlessly simple.

The multitude of digital media outlets facilitates and demands a more precise aim in marketing efforts. Through narrow marketing, the target audience receives a tailor-made message rather than a one-size-fits-all generalization. This method is beneficial to your response rate as well as your budget. Your media will reach the appropriate audience rather be wasted on disinterested masses.

Digital media is paradoxical; its wide array of forms must be applied to selective audiences. Designing a custom message takes considerable time and dedication, but the efforts are rewarding. A well-planned, technologically conscious marketing campaign can make use of multiple mediums. The most practical, efficient products are constructed for the less advanced media, allowing the message to be usable in various forms. Extremely complex formats do not translate well in simpler mediums.

When planning a video production, aim for the highest quality and avoid complicated features. A single digital video with limited graphics and simple set design can be used for DVDs, podcasts and streaming videos. Media delivery options are increasing by the second.

The future of digital media seems limitless. Marketing will take on numerous new faces through steaming video, podcasts, electronic kiosks, interactive television, video emails to computers and mobile phones, live webcasts, online video marketing, web conference via mobile phones, video business cards, digitized billboards and more. Each one is a new opportunity to reach an elusive audience in record time. Is your message ready for the competition?

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