We live in multimedia world. We may begin our day scrolling the internet and firing off texts, listen to a podcast in the car, scan a QR code at a restaurant at lunch, and spend hours managing email. In this wired world where content comes fast and furious, a marketing strategy that does not layer in diverse media is one that is destined to be lost in the flow of modern messaging.
The definition of multimedia is right there in the word itself. It highlights the strategic use of diverse content—such as text, images, blogs, audio, video, and interactive elements—to enhance marketing efforts and engage audiences. Because multimedia connects with people where they live, work, and play through the varied media they interact with—and share to others— it allows the marketer to create a compelling brand storytelling experience that increases audience engagement, builds relationships, expands reach, and drives results.
Take, for example, Baltimore Creative Studio’s work with The Baltimore Symphony Orchestra (BSO). The BSO publishes Overture magazine for each concert performance, with design by Baltimore Creative Studio. In each issue, the Impromptu department highlights one orchestra musician’s life and hobbies outside the concert hall. To further reach concert goers, the BSO asked us to create an accompanying video translating Impromptu for social media. Each video was created to be viewed quickly yet be personable and engaging. The videos were supported by exterior banners of the featured artists at the Meyerhoff Symphony Hall. Because the videos were designed to be versatile, they have the capacity to be used in a variety of media.
Through this cross-platform marketing, we were able to build deeper connections between both dedicated concert goers and potential audience members and the artist who present the performances. It also allowed the BSO to strategically leverage its messaging with different audiences, increasing its reach beyond what could be done with the magazine alone.
To understand why multimedia is effective, consider this:
Engagement: Multimedia captures attention better than static text. Formats like videos, infographics, and animation quickly convey complex messages, boosting audience interaction.
Improved Retention: Information presented through various formats increases comprehension and memory retention, allowing messages to resonate longer.
Increased Reach: Different audience segments prefer different media types. A multimedia approach enables brands to connect with a broader audience across social media, websites, and email platforms.
Enhanced Brand Storytelling Techniques: Combining visuals, audio, and narrative creates immersive stories that evoke emotional responses, strengthening brand connections.
Versatility: Multimedia can be tailored for various applications, from social media posts to email campaigns, allowing brands to adapt their messaging easily.
Better Analytics: Using multimedia facilitates effective tracking and analysis of content performance, helping marketers make data-driven adjustments.
Increased Shareability: Engaging multimedia is more likely to be shared, expanding reach through organic user sharing.
Interactive Experiences: Multimedia allows for interactivity, such as quizzes and polls, which encourage audience participation and foster deeper brand connections.
As mentioned, strategic multimedia campaign meets your audience where they live, work, and play without overwhelming them with a barrage of content. To develop a multimedia plan that works, follow these steps:
- Identify your audience so you know to whom your speaking, where they are, and what their multimedia behaviors look like.
- Understand the end goal of your campaign. You can’t get where you’re going if you don’t have a clear destination.
- Develop a content strategy that dovetails with both the audience and its needs and the needs of the campaign itself.
- Analyze to optimize. A benefit of a multimedia strategy is that much of it is quantitative. Track how the campaign is doing and tweak it as needed to ensure the best result.
For more information on how to create a multimedia campaign that works for you, reach out to Baltimore Creative Studio to discuss your needs.