It’s something we’ve all likely seen, and even used, but not always recognized. Rich media. Anything that has motion, audio, interaction, and is activated either by a user’s action, referrer, browser information, or time can be called rich media.
Today, you can find this medium everywhere. It’s used in presentations, education, and training, as well as advertising, websites, marketing materials, and more.
The ABCs Of Rich Media
To help you get a better understanding of this medium and how it’s used, I’ve found you a fantastic slideshow presentation filled with great information.
Benefits Of Rich Media
Even the prettiest of pictures or the best written words have to work hard to convert, and then, they’ll still fail to work on everyone they’re supposed to. Putting images and words together helps, but they need to get your audience’s attention if there will be any hope of being effective.
To get noticed, traditional advertising relies on perfect placement, at the right time. Rich media does too, but it has movement, audio, and other elements to draw attention to it. So, whether its in an ad, on a website, or included in a presentation, it can attract and hold the attention of a higher percentage of users, for a longer period of time.
The ability to include a full range of media and features also extends the functionality of the medium. It brings the user and the website or squeeze page closer together, it removes obstructions in the sales process, brings the conversion point closer to the potential buyer, and improves the learning and memory recall process.
There are just a few hitches you’ll have to get past…
The Problem With Rich Media
Accessibility is a huge problem with any online property, but the same can be said for rich media. Many of the formats require special plugins or abilities that many users don’t often have installed. Or, they have JavaScript and images turned off. Then, businesses have to remember that everyone uses a different set of software or plugins for the same purpose, and the same media can look different on each of them.
Interactive segments can also be irritating for users and actually become an obstacle between the user and his or her goal. If this happens, visitors will simply leave and go elsewhere, no matter how good your message is.
Along with the increased number of options and opportunities comes the problem of making things too complicated. The feature might be too difficult to use, have too many things going on, or simply attempt to send users in too many directions at once.
Have you had any experience (good or bad) with rich media?