Multimedia Marketing Reaches Everyone

Multimedia Marketing Reaches Everyone

Lend Us Your Eyes
Everyone wants eyeballs on their content. But humans have the attention span of a gnat. Such is the Catch 22 of modern marketing.

By 2020, half the world’s population will be online every day. That’s almost four billion people, and the average attention span of those people is about eight seconds and declining all the time.

So long gone are the days of folks sitting down with the newspaper (and accompanying newsprint on their fingers) for a few hours, it’s almost impossible to imagine anymore.

The competition among marketers for those eight seconds of our attention is fierce, and the ways to get it are many. Only a strategy that employs a multimedia approach has a fighting chance of engaging your target audiences.

Different Learning Styles, Different Media
Even more important than identifying what kinds of content to produce (the list is long) is understanding why and for whom it should be created. People learn and engage in a variety of ways and through many different media channels. Generally, there are three different learning styles: visual, auditory, and kinesthetic (learning through touch).

Visual Is King
Nearly everyone processes visual content more quickly and easily than text. It also stays in our long-term memory longer. This is why videos, photos, animations, webcasts, slideshares, and infographics are so important to a robust marketing campaign. Most smart phones today have high-quality camcorders, so producing simple videos and uploading them to YouTube (the second most popular search engine after Google) is inexpensive and relatively straightforward, as long as your content is engaging, meaningful and consumer-centric. And super awesome, too.

Multimedia utilizes all learning styles and appeals to almost all consumers.

Where Is Your Audience?
So Many Screens. Reaching consumers on the platforms they frequent is every bit as important as the types of media you choose to deliver your messages. The average adult 18 and older spends as many as 11 hours a day looking at a screen. Most of that time is spent watching live TV, and a large portion (almost two and a half hours) is spent on a smartphone. Only about a half hour is spent at a desktop computer (outside of work) or on a tablet.

Social Media. While Facebook has become decidedly uncool among people under 25, 72 percent of Facebook users are between the ages of 50 and 64, and 62 percent of seniors 65+ are on Facebook. Younger audiences live on YouTube, Snapchat, Instagram and binge-worthy TV, such as “Game of Thrones.” Brands are also wise to leverage Twitter, where 37 percent of people aged 18-29 and 25 percent aged 30-49 follow their favorite celebrities, athletes and politicos. About 347,222 tweets go out per minute.

WWW. Your website is your virtual front door. This is where all your owned content lives and where prospects will either engage with you or move on to your competitor’s site. It’s safe to say that nearly all segments of society consult and expect comprehensive information from a website and have at least a basic understanding of how to navigate around. A killer website is an absolute must for all businesses today, no matter how small. There are just too many fish in the digital sea for anything less.

Print. Print is still a viable marketing medium, even in today’s online world, and resonates more with older audiences who still value the experience of receiving something tangible in the mail. Print also has special appeal to those who learn best through tactile experiences, as modern printing presses can do some amazing things with surface texture!

Email. Nearly 4 billion people across the world use email, up 100 million from last year. Needless to say, email campaigns are also still relevant, especially if they include good storytelling, personalization and interactive features.

Consumers Demand It
There’s no going back to the days of three media: print, radio and TV, none of which facilitated any conversation with audiences. Today’s consumers are “prosumers,” active participants in the buyer journey with the ability – and willingness – to advocate, critique, persuade, dissuade, advise, share, upload, download, and build up or tear down a brand before the entire world. They demand engagement – experiences – and only a multimedia marketing approach will satisfy them. Anything less will knock your brand back into the dark ages and leave you wanting for leads and customers.

Let our team of experts help you strategize, develop and deliver the best multimedia campaigns for your unique audiences.





Dear Mail Server, Please Deliver Me

Dear Mail Server,
Please Deliver me

As a receiver of too many emails, mostly unsolicited, you or your organization may employ any number of filters, spam blockers, opt-out boxes and quick delete methods to avoid them.  So how do you get to potentially interested people with your message via email?  After all, email marketing can be a terrific return on investment, if only we can get through to our prospects.  Here’s a few ways to get delivered to the inbox.

There are few important keys to successful email marketing and unless you have a robust and highly talented IT department, you may want to use one of the available platforms designed just for email marketing.  MailChimp, iContact, and our favorite, Constant Contact are the three largest providers for email marketing services.  There are also software programs designed for email marketing among them is one from a most reputable company, Hubspot.  Each are cost effective and may be customized to varying degrees.  Fees go up as you add more photos and options to your newsletters.  However, they help to eliminate many problems with email marketing, including:

1)         Sending to multiple recipients from your mail server often flags your emails as SPAM and we know where that goes!  If you use the “To” line for addresses, everyone know who you sent to, as well.

2)         Don’t load up your emails with photos.  They should just compliment the content you are delivering, not overpower it.  Photos also signal a possible SPAM message and may not get through a filter or firewall.

3)         Not only is it the law, but be certain to have an unsubscribe option.  It doesn’t have to be big, just there.  Be cautious about how you build your list — organically is best.

4)         Have a “text only” option for delivery.

5)         Do not include attachments.  People often view them as potential viruses.

These problems are solved with a reputable email marketing service (EMS).  Additionally, your emails are constantly monitored and the EMS is diligent about protecting their own reputations so nothing they send out is blacklisted by Internet Service Providers.  If they spot a delivery problem, it is addressed quickly so their service is then on a “white list,” or approved sender.  You can test your emails for spam blocking at:  Once it is sent, study the reports that are available.  Deal with complaints. Most of these services provide outstanding reporting for tracking.  If your organization has signed up with ISP’s Feedback Loops (FPLs), you’ll know when your prospects and clients complain about your emails.  There are of course, services for that, too.


Research in this article is courtesy of Kyle James who posted his research on Hubspot and Dr. Ralph F. Wilson, Editor of Web Marketing Today.