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Article Title: How To Maintain Customer Attention Span Through
Multimedia Marketing Resources
Author: Scott Lundergan
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With customer attention span becoming shorter and shorter,
ecommerce businesses and small online entrepreneurs alike are
looking for creative and innovative ways to capture their
audience more than ever. Several businesses are starting to
turn to multimedia audio and video marketing for several
reasons. I realized the power of multimedia marketing several
years ago while producing marketing videos for different
cruising companies that still hold true today more than ever.
Finding a way to entertain customers while subliminally
slipping in the benefits is a great way for people to feel like
they're not being sold to. Who likes to be sold to anyways? It
brings back the psychological triggers of the in-person sales
pitch where people feel pressured. If a customer turns on the
television or watches a website video with a sales pitch
through some form of direct response marketing, they don't feel
as threatened compared to an "in-person" sales pitch.
I remember one time I did a sales video for a company that was
sent out to a group of database clients. Those same clients
also received a flyer. When the people who responded asked what
method they learned about the offer through, only a small
percentage said they read the flyer. Everyone else watched or
listened to the video. Although the flyer was only a blurb, the
video was about seven minutes, but could easily be listened to
while they were busy and multitasking. From that campaign and
several others, we were fortunate to be able to test and track
our results from the media that was sent out and how it was
delivered in direct comparison to the response. The results
were always that the promotional videos received the best
response and call to action.
In multimedia marketing, there are several resources that
maintain customer attention on websites when used properly.
Streaming audio, flash video, professional slideshow
presentations and commercial video production do the trick.
After doing different tests on the web, we've found that the
"mix and match" works the best. A "mix and match" is using a
combination of real video, possible animations and graphic text
instead of having only one still image, motion video or graphics
source.
The reason we have found this works best is because it hits the
triggers of customers on different levels that they can connect
with. When using video in multimedia marketing, customers
relate that directly to the realism of it. When using streaming
audio, customers are able to connect the voice and soundtrack to
everything else that is on the website simultaneously, allowing
the online experience to be more personalized. When using
motion still images, this puts customer at ease while they
connect the images and soundtrack to their own world of endless
possibilities. A picture is "worth a thousand words" when adding
the proper music and visual cues that hits the emotional
subliminal buying triggers.
When using any or all of these resources, pacing is the key.
Pacing is the speed and momentum at which the presentation is
being delivered. Just like a headline that grabs customer
attention, a multimedia marketing solution is an extended
headline with benefits, features and a call to action about
your business.
About The Author: Scott Lundergan is a Producer at
http://www.videopro
in producing affordable and creative multimedia marketing video
solutions for niche markets in the e-commerce, motivational and
online direct sales industries.
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