Multimedia - Introduction

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Benefits of Multimedia Use

Multimedia as Sales, Marketing & Training Tool

Multimedia - The Interactive Difference

Multimedia makes a powerful marketing and sales tool as well, not only because of its ability to make an impact and convey information but because of its potential for wide distribution at low cost. A point-of-purchase kiosk in a busy store can reach hundreds of people each day for the initial cost of installation. A direct mailing of a multimedia CD ROM's — a method many successful marketing specialists have already discovered — presents a distinct and interesting message to thousands of people for a small cost.

But interactive multimedia's advantages don't stop there. Corporations have long understood the benefits of CBT (computer-based training), and now they're discovering the increased value of interactive multimedia training. A corporation growing its sales force, for example, obviously needs to train new employees. It can herd them into a room where an expert salesperson spends a week coaching them on how to give a strong presentation, or it can supply each new employee with several multimedia presentations introducing product lines and including voice-overs of presentations given by experienced, successful salespeople.

Not only does the initial cost of training decrease, but the "teacher" stays with the new hire indefinitely, available for reference at any time.Interactivity already pervades everyday life, from voice mail and ATMs to more complex training and testing aids. It's only a matter of time before its face evolves to include multimedia on a large scale. With proven advantages over traditional methods of communication, interactive multimedia is poised for a leap in the world of corporate communications.

Interactive multimedia responds to user interactivity, typically by offering menus that guide the user along various information pathways. Multimedia is a revolutionary communication tool, allowing users to easily find the exact information they want while minimizing time and effort sifting through unwanted information.

Interactive multimedia also has familiar roots; much like television and film, multimedia combines graphics, sound, video and animation into a single product aimed at telling a story or delivering a message: boy meets girl, meet our company, visit our museum. Interactivity puts a whole new spin on the already-familiar concept of combining media. When an audience watches a video, information flows in one direction and viewers take a passive role. But when a user is sitting at a computer — whether accessing a CD ROM in the computer or connected via phone lines to the Internet — chooses the information he or she wants, bypassing irrelevant or already familiar material and moving directly to new topics, multimedia evolves into a learning tool that cuts out wasted time while bumping up the number of fronts on which information is presented.

The more senses people engage when absorbing information, the more they comprehend and remember. This tactic achieves two ends: it accommodates different learning styles (some people are primarily visual learners while others respond better to aural or tactile stimuli), and it reinforces personal learning by transmitting the same information into different parts of the brain.

Multimedia by its very nature engages multiple senses, whether the audience group is potential clients getting familiar with your company's products or employees learning new procedures. Skillfully combined imagery, sound and text capture attention more decisively than any of those elements alone, reaching audiences on multiple cognitive levels and resulting in higher retention.