Multimedia is a form of communication that combines different content formats, such as text, audio, images, animations, and video. It creates highly engaging presentations that require interaction with users.
With the rise of sophisticated electronic devices and fast internet connections, multimedia has become the backbone of any successful business marketing strategy.
Here is how to get the most out of these technologies.
Know your Audiences
To create captivating multimedia content, you first need to get to know your target audience. Researching your customers is paramount.
Start by analyzing their demographic data, such as their age, gender, location, income, family status, education, etc.
The next step is assessing their psychographic data, such as their values, attitudes, motivations, problems, needs, expectations, or interests.
Finally, create one or more buyer personas.
Here are a few questions your target audience research should answer:
- What are their preferred marketing and communication channels?
- What content do they consume the most?
- What visual formats do they engage with the most?
- What are their expectations when engaging with the brands in your industry?
- What are their impressions of your brand?
- What is their communication style?
Set Campaign Goals
Just like with any other content marketing campaign, commercial multimedia requires a strategic approach. To improve campaign effectiveness and measurability over time, you need to set clear goals.
Without clear objectives, you may fail to create audience-centric and relevant content. For example, can you imagine a fast-food campaign that tries to appeal both to Boomers and GenZ?
To ensure your campaign does not fall on deaf ears, set one goal and build your multimedia content around it. Whether it is increasing brand awareness or boosting sales, goal-oriented campaigns deliver better results.
Build a Brand Book
In commercial multimedia marketing, it is essential to have a clear branding strategy. Sit down with your marketing team and build a strong brand identity. Determine the key brand elements: voice, identity, promise, values, targeting, and positioning. In other words, give your brand a unique and memorable image.
Before you start promoting your brand via multimedia marketing, create a detailed brand style guide. Brand guidelines govern the composition, design, and overall appeal of your company. They dictate the use of your brand elements, such as its mission statement, typography, editorial style guide, logos, website, ads, and content. These rule books help graphic designers, marketers, developers, sellers, and community managers stay on the same page.
With a detailed and easy-to-understand brand style guide, your marketing team can create a consistent brand presence. That is a key part of any multimedia marketing campaign. Whether you are promoting your business via interactive LED billboards or video marketing, you want your potential customers to spot and recognize your brand almost instantly.
Choose the Right Visual Content for Different Platforms
Now that you know who your audience is, it is time to choose the platforms that align with your interests. Every online and offline marketing platform has its own rules. For example, the Snapchat content varies from the one created for Instagram or YouTube.
When landing on a certain platform, users come with certain expectations of the content they find there.
Let’s take the example of TikTok that has gained popularity over the past few years. The platform is designed for younger populations. It is all about creating short, hyper-engaging videos. The goal is to choose one key message you want to share as you need to make a major impact in 30 or 60 seconds.
On the other hand, when designing content for offline channels, such as billboards, keep it attention-grabbing. The visual content should convey your brand’s message instantly and boost memorability. To get noticed by the right audiences, many brands have started investing in 3D billboards.
Based on audience preferences and your platform choices, there are several factors to consider when creating content. These include:
- Content medium
- Design style
- Color palettes
- Video length
Make a List of the Assets You Will Need for your Multimedia Campaigns
Next, it is time to identify the elements of your multimedia campaign. Based on your platforms and the type of content they require, you may need the following assets:
- Interactive infographics
- Interactive landing pages
- Interactive widgets
- Motion graphics,
- Social media micronarratives
- Engaging ebooks
Multimedia marketing can elevate your business in multiple ways. It increases brand awareness, boosts user engagement, and maximizes sales. However, to harness the potential of your multimedia marketing campaigns, you need to plan them strategically. I hope these tips will help!