Why Aren’t You Using Audio?By
Ronni Rhodes
As use of
Internet continues to grow geometrically, we see an increased demand for information to be provided by a variety of media. Viewing options can range from simple text to PDF documents to video clips. Unfortunately, each option requires more and more resources and technological know-how. As convergence moves inexorably forward, we have to ask ourselves if there is a practical way to combine best of this technology and still provide user with a satisfying Internet experience.
The answer, at this stage of Internet evolution, is audio.
Voice, by itself, provides means to enhance a user’s enjoyment of Internet. Voice conveys many of intangibles underlying written word. A voice can touch human spirit and deliver a message on its’ own merits. Audio can build community and maintain relationships.
Audio is most mature of streaming technologies and doesn’t have bandwidth requirements associated with video. Any Internet user connecting at 28.8k or better can enjoy FM quality sound without experiencing buffering and other annoyances that can affect video at lower bit rates.
It is common knowledge that people only retain 20% of what they read, but they do remember 70% of what they see and hear. That fact in itself increases value of an audio message delivered from a website for typical user. And, implications of how audio can increase Internet enjoyment for handicapped are overwhelming.
Streaming audio provides Internet businesses with unlimited opportunities to reach their audience and to simplify their interactions. Streaming audio broadens a product’s appeal and helps to stimulate sales. People are comfortable with audio and have few qualms about using it in their day-to-day lives.
Retailers can integrate audio into their operations in several ways. Use it to enhance product descriptions and deliver product information in ways far more persuasive than plain text. Booksellers can have “special events” that offer audio excerpts from selected titles. Art dealers can use voice to give value added information on an artist or a period of history depicted by an artist’s work. (Think of those audio tours that museums offer.)
Organizations that specialize in selling educational tools can use audio clips for potential clients to preview and evaluate material being offered. The ability to sample product is a potent and practical selling aid.
