The digital platform has opened a whole new communications channel that yesterday’s TV broadcast industry battled with. TV broadcasting was a breakthrough in mass media communication in that it presented two media to communicate to a wide audience simultaneously, sound and visual media. We remember far more things when they are presented as both sound and visual information. “Audio and visual cues, when combined, increase message retention. According to the United States Department of Labor, a mere 10 percent of information is retained when presented only orally and only 35 percent of information is retained when presented only visually. But when audio and visual tools are combined to present a message or idea, 65 percent of that information is retained.” (http://smallbusiness.chron.com/audiovisual-media-considered-powerful-tool-means-communication-33541.html).
However the problem with television is that it is one way communication, be it purely for entertainment, or information dissemination. It is not interactive in a real-time sense. The evolution of the internet gave rise to a new communications platform that has grown to enable broadcasting that is interactive. One of its’ problems is that it is like television with millions of channels all competing with each other. Unlike television, it has created a face-to-face virtual reality with an interface to reality where real-time trade and commerce can be conducted without locational barriers and huge costs. Virtual face-to-face conversations can go on in the course of trade and commerce, almost as in reality, with real outcomes.
The challenge now is to be found and once found to hold and funnel an audience past a landing page into the heart of a website where conversion to causes, investments and sales might eventuate. Currently the World Wide Web (the Web) is the largest platform in the digital sphere. A few organisations have developed search engines that help locate websites according to given parameters. They have been made available to the public at no charge and integrate easily into web browsers. However they all have their own algorithms for identifying websites, so to have a website found early in the search process the website must be optimised to optimally satisfy the requirements of a search engine.
The leading search engine currently is the Google search engine. A whole industry has evolved around search engine optimisation (SEO). However there are other ways in which audiences discover websites. Some are given the website urls for direct entry, others are delivered through links on other sites. While SEO plays an integral part in websites being found by search engines organically (without payment for priority listing) it is just the start of it. Once found, audiences need to be enticed to go beyond the landing page. This is where content plays a starring role.
The website itself is of little value without content. Initially content was primarily textual media. In time the perceived value of visuals became a reality. Visuals were either graphic, photographic or a composite of both. Then motion or animation of visuals became viable in the form of motion graphics, animated infographics and cartoon characters as well as video. Now 3D virtual reality audiovisual is creeping into browser integration.
When audio and visual media are combined, the audience experience is so much richer. The experience is addictive to the point single media presentations are bland by comparison. Today’s audiences are drawn to sites that use audiovisual media. This is measurable and research shows it is a real trend. If you wish to entice an audience into your website, provide what audiences want. This is the optimal way to compete organically with the billions of other websites out there competing for attention.
Trends may be discovered through research as research findings might also fuel trends. The value of trend discovery is the key to audience enticement optimisation. Some proactive digital marketing managers are onto this and pay attention to trend research findings. So for the sake of others, here are links to research findings in 2017, from which trends are identified or can be perceived. Remember website optimisation needs to include what audiences seek.
Trends show audiences gravitate to audiovisual content as shown below, not paragraphs of explanatory text as imagined.
For businesses in Australia’s Gold Coast—Tweed Shire region, Gavin L digital provides video editing and audiovisual media production and composite image creation services to replace a lot of textual media in optimising websites for today’s audience desires. Enquire here via our Contact page.