Multimedia is the use of a broad spectrum of communication devices and platforms to communicate with and to a large audience of people. Multimedia gives the user the opportunity to influence the perspective of material. The manipulation of various aspects of the presentation material is the interactive aspect of a multimedia presentation. The approach makes use of traditional media such as radio, direct mail, newspaper advertisements as well as digital channels, namely, email, mobile and social media.
How do you do it?
Different segments of your target market may require different marketing approaches and tactics. It is certainly not a one size fits all. Hence a business may find the need to mix social media with television and print in order to reach as many prospective clients as possible. Single channel marketing in this day and age is now a thing of the past. Businesses looking to thrive in all the current market conditions need to adopt a multimedia marketing approach.
Segmentation of the desired market is key. Knowing the demographics of your market helps you uncover their characteristics, to find out their spending habits and their particular preference when it comes to connecting on with the media. This will in turn give a business insight into the best channels to use to engage with the said market.
Continuously test your marketing media mix campaigns in order to discover the best possible method of communications for your target market. This diversity in solutions means businesses can adapt campaigns to suit their budget, their business objectives as well as create campaigns that resonate with their audience. With any marketing campaign it is essential to set clear communication objectives. Create messages that add value to your brand image. Determine what actions you want your audience to take once thy view your campaign, perhaps access to the business website for more information or coupons to be redeemed to your physical store. The idea is to drive traffic or create awareness of who you are to then add clientele to your business.
It is not enough to know what your audience’s multimedia preference is but to also know which you will be working with. Even of your aim is to market to only one segment the probability that you will benefit from the multimedia approach is very high. Businesses should endeavour to keep the brand identity consistent across all the multimedia channels, thereby delivering one unique message. The idea is to employ a brand handbook so everyone concerned with promoting this campaign can maintain common visual standards for the use of colours, logos’, typefaces etc.
Keep the content relevant to the businesses customer base, wrap communications around your customers and prospective clients buying process to create a sequence of messages that move prospects through each stage. Avoid simply uploading a series of sales pitches but rather share expertise instead of just trying to sell a product or service. Use multimedia as a means for potential customers to get an appreciation for the value your solution brings.
Timo van Deventer is a SEO Expert in Johannesburg. He owns major ecommerce websites and businesses across the world in various industries. In 2016 TImo helped over 200 business rank on the first page of Google.