DIGITAL MEDIA: THE WHAT
We come across the term digital media frequently in this new digital world but there are still many people who are not sure what specific elements comprise “digital media” or how to use them as powerful marketing assets.
The first step is to demystify the term “digital media.”
Digital media is “digitized content that can be transmitted over the Internet or computer networks. This can include text, audio, video, and graphics. This means that news from a TV network, newspaper, magazine, etc. that is presented on a Web site or blog can fall into this category.” (PSU.Edu)
So digital media is any bit of information that can be shared from device to device – like this very blog. Let’s look at some other examples.
Not only do elements of digital media form your website but your website, itself, is considered digital media. Companies and individuals who work within digital media, can change the design and structure of your website and how it displays other digital media elements (such as embedded video or photos). This is called UX/UI design – user experience or user interface – and its goal is to create an engaging website that can easily and intuitively be navigated through so that people find the most important information.
Websites are immensely important for businesses. According to Google, and your target market, if you don’t have a website (or, more accurately, a mobile-friendly website) it’s like you don’t exist. Having a proper website gives your business legitimacy and also a platform from which to market yourself. 11.095 billion people are searching through Google monthly to find a business like yours – but without a functioning website, they will not find you!
Whether 2D or 3D, hand-drawn or 100% computerized, animation can be a great element to build engagement and educate. Animation isn’t for everyone – its use is dependent on your brand, overall messaging and the focus of your marketing strategy.
If you are demonstrating a complicated process that doesn’t lend itself well to camera, or showcasing UX/UI design in an application in order to educate your target market on your specific service(s) then animation is a effective teaching tool. Research shows people will engage with animated explainer videos 2 full minutes longer than other traditional video formats.
Have a podcast? Adding an audio feature to your blog articles? Took part in an audio interview that you want to share? Audio is fantastic digital media content and you have quite a lot of options of implementing audio. Sound adds a new layer of engagement that your target market can enjoy while still giving you the ability to properly share your messaging.
Audio can be perfect for those who are “professional multi-taskers,” individuals that travel frequently or commute long distances, or people who take in information best through auditory means. Many statistics support the use of this type of digital media: the number of podcast listeners nearly doubled since 2008, from 9% to 17%.
Here are some of our examples of audio digital media:
- Click here to listen to Branch-Out: The Digital Media & Marketing Podcast
- Click here to listen to Waverley Knobs’ interview with Jordan Rich on WBZ
Think about it. Which online platforms use video?
h. All Of The Above (and then some!)
If you picked “h”, you would be 100% correct. In all honesty, we could have easily gone through the entire alphabet giving examples of apps and websites – yes, video is THAT popular. Video allows you to do multiple things at once:
- tell your story and message
- show your story and message
- share your story and message
One single minute of video easily gives the same amount of information as hundreds of text-filled webpages. With your busy schedule, which would you prefer?
Due to technology and the advancements in communications, our time is a far more limited commodity than ever before. Not only can video earn you target market’s time and attention, but it is far more efficient use of time for them, too. It’s a win/win for everyone! Don’t just take our word for it, though.
Hubspot put together some great research that found “ 59% of senior executives agree[ing] that if both text and video are available on the same topic on the same page, they prefer to watch the video.”
Here’s an example of an engaging and creative promotional video we made to introduce who we are:
DIGITAL MEDIA: THE HOW
OK, now you know what digital media is – so how do you use it to your advantage?
Elements like video, photography and sound can boost the retention rates of your target audience and yield a stronger impact from your messaging than simple text. Digital media also gives your company a more human side that people can easily relate to, thus creating brand loyalty.
You can create e-books with interactive features that involve video, photos, sound and much more, and make them available on a well-designed website. You can also provide a expanded online resource that elaborates on any information provided in a book. College textbooks often utilize this method, and those resources are incredibly beneficial for improving the educational process.
Utilizing multiple digital media elements can make a class more immersive for the students, and helps them retain the information far better than just lecturing at them. Depending on the subject of the class, multiple digital media resources increases student attention and improves comprehension.
Fast food chains, such as Burger King or Dunkin Donuts, have replaced their outdated print menu displays and now utilize video and animation in their menus. It is far more eye-catching and appetizing as they control how their customers visualize their product. With video, restaurants can emphasize the freshness of their ingredients or the excitement of their meals.
If you can’t afford the costs of a 24/7 on-call support staff for what you offer, having an engaging and easily accessible FAQ section can be very beneficial. Photographs, audio walk-throughs, screen-capture video walk-throughs and presentations can exist all at your customers’ fingertips. That increases brand loyalty while also solving your customers’ issues. Another win/win situation!
DIGITAL MEDIA: THE NOW
So, what are you waiting for? Digital media is now part of your business arsenal. Use it wisely and you’ll see an increase in sales, retention and client satisfaction. And if you need a digital media partner to assist you in creating the content, we can help!
Weather you are C-Level, a manager, a business owner, or a marketing team; we are here to be a part of your team! Click this link to reach out and start the conversation on digital media creation!
|For more than a decade, Evin Charles Anderson has explored the intersection of performance, production and promotion. As the CEO and Creative Partner of Waverley Knobs, featured in Lifehack and CEO Blog Nation, he helps clients shape, shoot and share unique and engaging brand stories that inspire action, innovation and change. Evin’s independent, Hollywood and commercial film experience and marketing expertise means he not only knows how to visually tell a story for his clients, he knows how to position that story for real-world impact and business results.
In addition to running Waverley Knobs, Evin is a professional actor and director, as well as co-creator of the podcast Branch Out: THE Marketing and Digital Media Podcast. He also teaches acting, directing and marketing classes for the City of Cambridge in Massachusetts. Evin’s film Paperthin has been featured at The Magwill Film Festival in California, and Waverley Knobs’ short film, The Heist, has been featured in Examiner and MobileMovieMaker.