New Media & The Onion Skin
New Media can be thought of like an onion skin. It’s found in layers, starting at the core.
Here’s a simple example of how the onion skin works:
Video – The Core
Of all media available, video is the one with the biggest hit, the most persuasive.
We find video at the core of a new media communication, usually short dramatic, compelling clip designed to attract attention and motivate audiences to want to find out more about you.
Video of this type is frequently called a Sting or a Teaser.
It applied equally well to a customer solution, or a training or induction message.
Multimedia – The 1st Layer
The next layer of the onion skin is an interactive multimedia presentation.
Multimedia develops on the themes outlined in the video, putting more flesh on the message to involve the audience even further.
For maximum effect, the multimedia can talk, that is have pages spoken by voiceover.
Listening is far easier for your audience than reading.
To see a Flash Demo of talking pages, click here
The multimedia can be on a USB flash drive, a website, as a Flash interactive website, on a cd-rom, or an interactive DVD.
Multimedia has email links, so contact with you, or a request for more information is only a click away. This allows the user to be inspired and impulsive.
It also links to the next layer in the onion skin, your web microsite.
Web Microsite – The Next Layer
The next layer is your website, or more accurately, your microsite. This is just one click away from your multimedia.
The microsite is a distinct part of your website dedicated to providing all the detail of your message.
This might be a customer solution, or a training reference manual. You choose what you need to keep your audience happy.
It contains the answers to all the common questions your customer is likely to ask, and resoundingly proves your capability to provide the best available solution.
The microsite is important because, unlike the generalised website, it focusses solely on the customer solution.
The microsite probably represents only one division or business unit of your company.
Email opportunities for customers to enquire further are readily available throughout both the microsite and the multimedia.
Email Newsletter – The Final Layer
The outer layer of the onion is email, or more specifically, the email newsletter.
Your email newsletter lets you keep customers informed as often as you feel is needed.
It’s quick, cheap and easy to produce and so long as it has genuinely useful or interesting content, it will always be welcome.
Remember: Customers are crazy for quality information.
Long term relationships can be sustained this way, through a regular newsletter.
Opportunities to subscribe to your newsletter will be found on your microsite.
You can use inducements such as free downloads or surveys to further encourage subscription.
The video can be played online, from cd or dvd.
It is usually found as a main menu item in an interactive multimedia or website.
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