Narrowcast on-demand communication websites
The next generation of websites will have a very different way of communicating information to their visitors. Websites will become true communication platforms that will take advantage of the multimedia capabilities of the Web and the penetration of Internet broadband.
The new model website will have the look, feel and sound of its own narrowcast media channel complete with audio and video programming and on-site personalities to introduce and guide audiences through the maze of content. But unlike television, this humanized web experience will allow site visitors to make their own programming choices; Audiences will be able to experience the content they want, when they want, and in the format of their choice: audio and video, or text and graphics.
Why websites will become multimedia communication channels
1. There are millions of websites on the Internet representing millions of small and medium-sized businesses with huge added investment, and the vast majority of these websites are underperforming largely because they have not taken advantage of the multimedia communication capabilities of the Internet. Web and the penetration of broadband transmission.
2. Business owners want to see better results, but are hampered in part by their own shortsightedness and unrealistic expectations, but more importantly by conventional wisdom promoted by industry vested interests that undermines the ability of business owners of websites to capitalize on the multimedia of the Web. communication skills and its democratizing economic character.
3. Until recently, the major search engines have stifled Web-based marketing communication by failing to develop appropriate measures to correctly index Web-based multimedia presentations. With the popularity of Goggle Video, YouTube and the advent of Goggle Video Ads, search engines will develop the technological means to better index multimedia content.
4. Progress can only be stopped in the short term. Multimedia communication technology and the Web’s ability to adapt it have overtaken the gatekeepers of the Web. Limitations imposed by SEO strategists on content delivery cannot stop the demand for a more humanized web communication experience that provides informative, meaningful and memorable material.
5. Although some companies are successful with their PPC (pay per click) programs, the vast majority of small and medium-sized businesses are not. It is impossible for every company that is willing to pay for placement or SEO expertise to be number one or even on the first page in a particular search category. There are too many companies in similar businesses, with similar goals for all rankings on the first page of search results. As a consequence, companies will begin to focus on delivering more effective content to genuinely interested web visitors who take the time to find it on the web or who respond to their direct marketing efforts. More emphasis will be placed on how long visitors stay on a site and what visitors learn and retain from that site rather than spending money on attracting more random traffic.
6. With articles and books being written about the Web’s natural ability to tap into niche markets (Chris Anderson’s ‘The Long Tail’), companies will soon realize that delivering meaningful content to interested audiences takes precedence. about attracting volumes of disinterested traffic. High traffic volumes may be the goal of sites that make money delivering traffic to advertisers, but if you have your own product or service to sell, it’s all about traffic quality, not volume.
7. Human beings are programmed to listen, learn and retain information based on how the brain receives the information. People just don’t like reading information on computer screens. Linear narration (narration) provided by the sound of a human voice, enhanced by the moving image of a real person is the most effective way of conveying information. It’s about communicating the message and how best to deliver the content.
8. The broadcast advertising model is not relevant to the narrowcast nature of the Website. Even websites that attract thousands of concurrent visitors are still talking to one visitor at a time, and each of these visitors can experience their content in the order and at the time they choose. Your offer’s web audience wants content, and your web marketing and communication techniques need to be adjusted to deliver your message as content and not just advertising.
9. The hyperlinked nature of the Web is a two-edged sword. Just as quickly as people can be directed to your site by high search engine rankings or reciprocal links, they can also leave quickly when frustrated by lots of text, outbound links, and distracting ads. People want content delivered in familiar, easily understandable and digestible formats: audio and video.
10. Advertising as we know it is dead. Two-thirds of TV audiences completely ignore or tune out TV ads, and website audiences quickly learn where ads are on a website and then avoid them. If you want to get your point across, get your message across, and attract interest in what you do, you need to provide quality content that is entertaining, compiling, and most of all, memorable.
The Narrowcast Communication-On-Demand website
The narrowcast on-demand communication website model will deliver information formatted in audio and video programs. Text and static images will be provided for those who need to print printed information for reference purposes.
This model offers businesses the ability to take advantage of the rich communication capabilities of the Web and the embedded nature of people to respond to human-based presentations that improve information engagement, comprehension, and retention.
If you want to improve your results using the Web, you need to start thinking differently. The same old marketing and sales models of the past are not going to work on the new multimedia Web. Web audiences will demand more than a sales pitch or product spec sheet.
How to turn a static website into a multimedia website
Traditionally, websites are divided into sections that provide information about the company, products and/or services, customers, support resources, company news and public relations initiatives, and contact information.
These traditional website elements need to be reformatted into more effective show-style presentations using video interviews, expert insights, and hands-on sessions, as well as audio FAQs, knowledge bases, and product or service descriptions. Testimonials, success stories and corporate stories can be turned into entertaining and compelling video documentaries that establish brand personality and build trust.
The Web has evolved from its inception into a fully functioning multimedia communication environment. If you’ve followed all the rules and listened to all the conventional wisdom, and you’re still not getting what you want from your website, maybe it’s time you tried a different approach.