The Multimedia Advantage (Week 9)
Multimedia can be defined rather simply. By breaking up the word, we get “multi” and “media”. Therefore, it is safe to say that multimedia is primarily media that incorporates a combination of various types of media such as audio, video, still images, text and animation. On top of that, another fundamental aspect of multimedia to consider is that it is interactive, which explains why it is usually associated with computers.
Interactivity of Multimedia
Computers, unlike old media such as television or radio, allows users to choose what form they would like their media to be in at their own convenience. For example, instead of watching random mobile phone advertisements that are broadcasted on primetime television, I can go online and search for information on the specific model of mobile phone that I am interested in. Furthermore, I can choose if I would prefer to read a text-based write up on the specifications of the phone accompanied with a few still images or just watch a thorough and dynamic video review that could be too long to be broadcasted on primetime television.
With that said, here is an advertisement for a mobile phone by BlackBerry that I have never seen on television. I found it on YouTube and felt that it was exceptionally good.
The BlackBerry Torch 9800
It has the makings of an outstanding multimedia advertisement. A catchy audio track, stunning computer graphic effects, stylized video clips, bold headers and crisp, digitally rendered images merged together in an awesome symphony of cutting-edge style and class without forgetting to include important information on it’s features.
The Multimedia Advantage
People might argue that an advertisement like that is no different from the ones on television. Well, it is true to a certain extent. However, what the focus should be on is it’s interactivity and how it can be a strong advantage.
A Suitable Medium
Due to the commercial being available on YouTube, anyone with a multimedia device, which is currently most computers and smartphones, can view it. In that way, since the product is essentially a multimedia tool, it would be very apt to be presented in that medium.
Reaching the Target Audience
Additionally, primetime commercials are just broadcasted to a random mix of audience. While on the other hand, most people who have viewed this particular commercial online are most likely already interested in it and want to find out more. The difference is that while it is likely there will be more people watching the primetime commercial, there is a higher chance that the people who view multimedia commercial would actually purchase the product. This factor takes care of the company trying to reach to its target audience. To further enhance this point, primetime spots on television can cost up to millions on top of the production costs. Advertising online is virtually free. This means that the company would be reaching its target audience at a fraction of the alternative cost if they choose to use the Internet.
The final, and probably most significant, advantage is related to another Internet phenomenon, Social Networking. Many companies, including Blackberry, now have the option for someone to be able to link their product pages on various Social Networking sites such as Facebook and Twitter. Thus, the merging of these two Internet phenomena has the potential to make something every multi-million dollar marketing campaign seeks to make, Buzz. People are more likely to buy a product that has been hyped up by other people. If one were to see his or her Facebook wall or Twitter feed peppered with videos and articles on a particular product, he or she would likely be at least intrigued and seek to find out more about that product. Some people even make their decisions based on the popularity of the product.
At first glance, multimedia and regular media may not seem to have much contrast. A commercial viewed online and on the television can even be identical. However, the vast network of the Internet paired with the interactivity of multimedia has been a marketing revolution. It has shattered barriers that regular media could never have overcome. Multimedia is not just another passing trend; it is the medium of the future.