Digital Rich Media and the Information Pipeline by Steven Edson

Now that the information pipeline is both fast and agile enough to read large files of data, the internet can now easily be used to communicate complex and in-depth messages using video and other digital rich media (DRM) that are both compelling, memorable. and most importantly, capable of marketing to very specific audiences. In the dark ages of the Internet where simple text content ruled and grainy pixilated images were the norm, the general internet user was almost always frustrated with the on-line experience. With significant financial rewards and continued R&D, we currently have new standards bringing together a global community of computer users who can search, communicate and experience video streaming on the Internet. There is no doubt, this is getting even easier to use and more and more accessible content is becoming available by the hour.
Educating with Content Marketing

By integrating 2D and 3D animations, video presentations, voiceovers, corporate branding, design standards, dynamic charts, photography and illustration organizations have an opportunity to tell comprehensive marketing messages in a concise and memorable way. The ability to illustrate why a company is a brand leader or to describe an organizations core values, unique products or core services while easily helping to establish credibility and awareness in this medium is unique. By using CEOs, customer testimonials, scientists, technology specialists, the presentation can confirm a companies capabilities and expertise. From wide audiences to very specific markets, organizations can dial its messages down or dial them up, by very simply creating individual portals on existing web sites to bring in potential customers, existing customers, investor relations, HR candidates, training, eLearning applications or even communications directed specifically to the employees of large organizations.

Powerful Visual Tools
Whether the initial catalyst is to create an awareness campaign for new product releases and services or other communications it is now possible to use all the tools of a TV style campaign without going to Hollywood to achieve affordable and excellent production value. The opportunity to use some of the most powerful visual tools to enhance both content and user experience is invaluable. What many people dont fully comprehend is the incredible ease and impact of talking directly to their markets in a compelling manner and the financial rewards of doing so in todays highly accessible web based information highway.

Future Corporate Investment into Video
So why are more companies not seizing this opportunity? Why did Google buy U Tube for $1.65 billion dollars in 2006? In a recent article in the Dec 2008 issue of FSB Magazine, a recent survey states that AT&T found that half of its small business customers plan to purchase online video ads in the next couple of years. One video on a companys yellowpages.com web site generated over 300 new customers for a local restaurant in its first month on-line. But is a simple, self running video enough? That all depends on what else a company is doing to maximize content and awareness within all its integrated marketing efforts and how it wants to project its brand with forward thinking, using some or all the DRM tools and other dynamic interactive media applications.

Current Examples Show the Value Proposition
Exxon has been playing some beautiful and simply shot videos housed both on the CNN home page as well as within The Exxon web site. These small 45 second video clips offer the visitors a more face time with a brand leader and a different view into Exxons exploration and interests for alternative fuels and energy solutions not to mention the assumed good will they are trying to spread around, in the age of fluctuating gas prices and incredible profits. Clearly communication initiatives can be populated strategically within an organizations public site or intranet site or published within clickable banner placements on relevant paid web sites or even for free strategic viral placement in web sites such as UTube, Google Video, LiveLeak, Dailymotion and a growing list of soon to be other players in this very big marketplace.
GE General Electric commercial – Wind Energy

Risk Never Sleeps Video
Extending Usage with Repurposing Digital Rich Media
What is truly remarkable about DRM, is there are so many ways it can be used and tied together for repurposing with other branding messages such as for trade shows booths, eNewsletters, social and business networking sites and other viral marketing options. Dynamic messages that are affordable, compelling and memorable time has come. If they havent realized it, corporate leaders, CEOs, VPs of sales and communications, need to understand the value of DRM, to get their brand, services and products ready for their close-up.
Steve Edson is president and creative director of Visual Stream Productions located in Newton, MA. Visual Stream Productions is a creative and technology driven interactive media agency specializing in helping companies use digital rich media for marketing and communication initiatives. For comments or questions or more information, you can reach Steve at steve@visualstreampro.com or at Visual Stream Productions