TURN BENEFITS INTO SALES WITH STREAMING MEDIA
By Ronni Rhodes
The "Wow" factor that accompanied introduction of streaming media on Web has long passed, and technology now has to prove itself to marketers. Its' acceptance by advertisers, in conjunction with other rich media technologies, is on upswing, but it's still not widely used to enhance commercial sites.
Companies trying to do business on Internet are bombarded with marketing advice. Go to your target market. Promote your brand. Develop a web "community." Publish a Zine. All of it, good advice. But shopping carts are still being abandoned at an alarming rate, and conversion has become most important web statistic.
In absence of live salespeople, who know how to listen and focus in on customers' desires, businesses on Web must use technological tools available to replicate that human experience. Streaming is one of those tools.*
Streaming Media is a natural way to motivate purchasing. It can be integrated into your website as a means to help people get over that “hump” when they haven’t been able to see or touch a product. Use it to calm customers’ nerves, build their trust in your company, and to keep their excitement about your service alive.
When would streaming media serve visitors' needs on a commercial or business site? Use it for:
*Product Demonstrations - Visuals are powerful and convey product features difficult to explain only in text. Medical devices are great candidates. *Installation issues - especially for products geared to personal safety such as child car seats - are expertly handled with video. * Human Resource professionals can use it to enhance corporate Intranets for remote sales forces and clients. Training programs can be stored and viewed by personnel at their convenience. Both audio and video can be used in conjunction with written materials to explain company policies and procedures.
*Streaming slideshows are an economical method of showcasing vacation facilities, business plants, and real estate properties.