A new addition to the communication mix
Digital media is no longer a channel that is only used by the techies among us – whether it’s watching video on a hand held device, tablet, laptop, at a shopping centre, in the back of a taxi or on the underground waiting for a train. Digital media is now a viable communication tool that’s gone main stream.
Design agencies are tapping into this digital media trend – as it can support branding, marketing, communications and employee engagement initiatives alike.
The evidence of this was demonstrated in our recent digital media series – where specialists from the industry offer insight on the latest trends and getting the most from your digital activities.
Captivating evidence
We’re so in love with video today that Google owned YouTube gets over 2 BILLION views a day, with the UK alone seeing a 35% surge in online video viewing. This growth is no longer solely bred from entertainment though – today the rise in video and digital media is attributed to the world of B2C and B2B too. Why? Well, the business benefits speak for themselves:
· Websites with videos can increase click through rates by over 96%
· You’re 50 times more likely to get a front page Google result with optimised video
· Website with videos can increase conversion rates by 30%
· Visitors who view video on a website stay 2 minutes longer on average
· Prospects are 3-4 times more likely to respond to video rather than written words
With figures such as these what marketer, brand manager or corporate communicator wouldn’t be attracted to broaching the subject with their creative design agency?
Getting the wheels in motion
Whilst the evidence for using digital media is compelling, many fall at the first hurdle when putting theory into practice. Athlon Production rightly point out that digital media is exciting, new and different. So it’s easy for marketers, brand managers and communicators to get carried away with the concept. However, it’s important to remember that fundamental business question: what is the business need?
It’s paramount to have a substantiated answer to this question – as digital media isn’t for everyone, and you can guarantee that this very question will be asked by ‘the powers that be’ when it comes to signing the cheque for it.
It’s all in the content
Once the foundations have been laid, a definitive programme has to be established which outlines what you want to communicate. Design agencies can help with this, but ensure you also ‘sit in the critic’s chair’, as Tracc Films point out ‘just because you think you’ve got something interesting to say doesn’t mean that your audience is interested’.
Once this has been established it’s of equal importance that you present your content in an engaging way. Sliced Bread Animation suggest the use of ‘storytelling’ to achieve this, whilst captivating your audience and sharing your message in an engaging and attractive way.
Presentation matters
It may be stating the obvious, but ensure that whatever digital media content is developed that it’s aligned with your brand, its values and guidelines. Whilst your design agency should take care of this, ensure it’s at the forefront of your mind too as it is an extension of all the other communications your company produces, so consistency is paramount. Failing to do this will mean your message becomes misconstrued, you risk confusing your audience and the power of your message is reduced.
Sliced Bread Animation reinforce this point: ‘digital assets such as animation productions provide Brand Managers with a dial into the audience, raising the ‘noise’ level where appropriate in order to get heard and fulfil brand awareness objectives… Online it is also important to manage brand trust; millions of pounds are spent each year on defining brand guidelines and messages. All of that can go sour if the noise levels are unbalanced’.
Results that matter
Whilst there are a number of caveats when you begin that rocky road of digital media, one of the key benefits – especially when using tools such as YouTube – are the effective measurement tools they provide. This is of particular value to Brand and Marketing Managers as it gives greater market intelligence and visibility of that all-important return on investment.
The benefits don’t just stop there. Gas Street Works point out that ‘with a clever strategy for using online video you can make it work much harder for you. Rather than just posting it on video sharing sites like Vimeo or YouTube, set up your own YouTube channel. Once you’ve done this, you can pull in other content from YouTube that is relevant to your company’s activities and that will interest your customer base’. Doing this expands your overall reach to the market and gives your audience added value.
To sum up
Digital media can be a powerful tool that can enhance branding, marketing, and communication initiatives. The critical thing is to choose the most appropriate vehicle for the objective(s) you’re trying to fulfil.
The temptation in this high speed, mobile world is to opt for the latest digital trend. But in all the excitement, don’t forget the traditional mediums, such as print. Design agencies are good at reiterating this point, as they still see these traditional routes as having a part to play in communication. Digital media is simply another tool to add to the mix.
