Integrating Multimedia (a.k.a. Rich Media) Into Microsites

By Eileen Burick

It’s customary to build microsites from the perspective of delivering what you have to offer—but it’s critically important to consider the form in which your customers and prospective customers want to receive that information. Increasingly, that means integrating multimedia, also known as rich media, into your marketing and advertising presentations.

According to the Cisco Visual Networking Index: Forecast and Methodology, 2012–2017, “Globally, consumer Internet video traffic will be 69 percent of all consumer Internet traffic in 2017, up from 57 percent in 2012.” Beyond the sheer magnitude of those numbers, however, is this point made by Business2Community: “Online video is engaging, entertaining, informative and, most importantly, it has massive CONVERSION POWER… Video also allows much more to be communicated in a shorter space of time when compared with text and images, with 1 minute of video worth a staggering 1.8 million words, according to Forrester Research.”

Video is a necessity in today’s marketing landscape and digital experiences—and therefore an essential consideration in microsite development. As this free IBM whitepaper, The Growing Demand for Rich Media, points out, it’s a way of maintaining consistency and improving ROI, but you also need to manage the complexity and manage your digital assets.

With those thoughts in mind, here are several useful resources to help drive your multimedia and rich media efforts in microsites:

In an upcoming post, I’ll share some of my favorite rich media examples on microsites, and offer thoughts on what makes them so powerful.

In the comments: As a user, how many videos do you view on an average day? Do you agree or disagree that they’ve got a unique ability to convey a story and convert customers?

Connect with my dynamic community and join the conversation on LinkedIn.

Eileen Burick

About Eileen Burick

Eileen Burick and her expert team at Burick Communication Design (BCD) are passionate about combining creative aesthetic, strategic communication skills and cutting edge technologies to accomplish your key business objectives. Whether you’re a CMO or marketing leader who wants to launch a digital makeover, redefine your brand’s value, generate/nurture leads for sales, or make your online marketing more effective with targeted campaigns, BCD can transform your message with WOW-factor to drive results. Follow me on Twitter, Pinterest and LinkedIn

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