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A new generation of online communication
Today's generation of websites, be they corporate, e-commerce,
organisational or governmental follow a similar path.The mindset is
still one of dry static information disseminated across a common
hierarchical structure providing information on the company, the
products or services, client list and case studies, company news and
press, and some level of contact detail. However the technology and
bandwidth is available to break that tired looking mold. It is time you took your online communications closer to the edge.
A
new generation of website is waiting in the wings offering a range of
fresh, creative communication opportunities. These young upstarts will
make the most of the internet's multimedia capabilities leveraged off
increased broadband reach. These technologies have been around for some
time but have yet to make real impact on the commercial website. This
new generation of website will communicate information not unlike
television complete with video and audio sequences as the norm
presenting online personalities who will interact with the visitor. The
user will be guided through online content in a much more visual and
dynamic way allowing them to make choices as to how that content is
delivered to them via text, graphics, audio and video.
The
web is groaning under the weight of under-performing websites that look
much like their competitors designed by designers who think like
designers and not like communicators, built by programmers who think
like programmers but not like communicators. It is common place to see
websites loaded with Flash sequences moving banners and animated
headlines. Yes they might attract attention the first time you visit
the site, but beyond that it does nothing to help disseminate the right
information to the right visitor. Design for design sake.
A
successful website is not about how nice it looks or how much content
it has or infact which content management system (CMS) has been used to
support it. A successful website is one that knows its target audience
and knows how to present its products or services in a way that elicits
a positive response at every call to action and uses the latest
technology not for the sake of it but because taps into a particular
target audience expectations.
Unfortunately until
now the very people who have managed, designed and built today's
generation of websites have infact limited its very growth. Advances in
online communication and the internets ability to integrate it has
outpaced many web and marketing teams tasked with managing their
corporate websites. Many marketing executives and managers have failed
to really understand how to properly communicate with their online
audiences using multimedia technologies. This is turn has been
compounded by conventional print design companies who have morphed
themselves into online designers without understanding online
communication and search engine visibility.
Tomorrow's
generation of website will present the visitor with information
primarily formatted in audio, video, and blog style 2way communication
systems, supported by static text, graphics, online feedback and calls
to action options for those who need to print hardcopy information for
reference purposes. Today the internet is a multimedia communication
environment.
Countless surveys have shown that
online users do not like reading information onscreen. Yet 99% of
corporate and governmental websites continue to present their audiences
with exactly that option support by pdfs which they can be download and
printed out to read later. Yet we all know that the most effective way
to communicate is in person. Online this means a linear narrative
presented in the form of a real person communicating a message
visually. Audio and Video does exactly that. Visitors don't want
repetitive animations and moving headlines. They want dynamic
information delivered in easy to understandable, engaging formats that
capture their attention.
The next generation of
website will supply tailored information in the form of video
interviews and expert opinion. Audio knowledge bases, product
descriptions and FAQs. Even the dry and usually dull 'about us' and
company history information could be presented as insightful and
engaging video documentaries
The technology is there, the tools are available, Be proactive take control.
Go on expose yourself - talk to us on 01462 790171
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