Get Your Multimedia Market Ready | Multimedia Trends for 2017
In its simplest form, multimedia combines two or more content forms—a video with a text overlay and an audio narration would represent one common example of a multimedia asset.
/noun/ Media that uses a combination of different content forms, including a combination of text, audio, still images, animation, video or interactivity.
With the emergence of new technologies and new platforms to utilize them on, multimedia is becoming increasingly widespread. Traditionally, when a technology or channel becomes accepted by a large enough segment of the population it finds itself being leveraged for mass communications.
From a strategy perspective, choosing the proper forms of content and combining them in the right way in the right places can provide a huge boost to your business.
According to the Market Ready Index, most business-to-business multimedia (column 7) is scoring 26.0, although the 2017 target score is 65.0 – a variance of -39.0. Overall, the average B2B scores 40.5, 25.4 lower than the 65.9 target score. Based on best practices, these scores provide a metric for comparison.
Multimedia Trends for 2017
As multimedia continues to have an increasing prominence in the way people interact and share experiences, there are some trends that could create more engagement in your communications.
Virtual Reality (or VR) is the immersive content used to create an experience. VR will be enjoyed by an increasingly massive mainstream audience very soon based on advertising by Google and Samsung. Intel, Apple and Amazon are following right behind.
The improvements made to VR headsets suggest the industry is moving closer to perfecting the visual and auditory aspects of experiencing a virtual environment. What was once clunky and less than thrilling has evolved to start testing lines of what is content and what is real.
In 2017 expect more time and resource to be spent on developing inputs for touch and smell. If you are not exploring ways to leverage VR for your business you area already behind the curve.
AR (which is different than VR) is a turning point in the way audiences interact with and consume video content.
As we saw with the releases of the HTC Vive, Oculus Rift, PSVR (PlayStation VR) and Niantic Labs’ Pokemon Go on Unity, augmented reality became an important technological breakthrough in 2016.
Also, look for efforts from brands with skin in the game to make using a headset culturally acceptable (remember Google Glass?) Internet technology veteran Dmitry Shapiro and the team at GoMeta are already working with companies from the Top 100 to explore how they can create a “metaverse” that extends their customer experience.
Look for AR in Retail this year. According to Retail Perceptions, “40% of customers would be willing to pay more for a product if they could experience it through augmented reality.”
More than just new code, HTML5 changes how we think of web-based communications because of its enabling of animation and motion graphics.
As we have seen on many consumer websites, HTML5 is quickly surpassing what has been done with traditional technologies, like Adobe Premiere and After Effects. Its ability to create smooth and professional AE-style motion, at a fraction of the cost, makes it a smart choice for communications spanning from large screens to mobile displays.
The common thread here, though, is interactivity. This isn’t just another way to deliver animate type. Motion design is no longer limited to pre-rendered video, and the real-time possibilities will really begin to show themselves going into Q3 and Q4 of this year.
Getting Market Ready for 2017
Understanding where your multimedia is today is a first step in making the decisions and changes that can help you compete in the marketplace. The Market Ready Index™ Self-Assessment is a free (beta) resource that helps you understand where your multimedia, and other channels of Communication, is today.
It also provides benchmarks for B2B, B2C and NonProfit organizations to better understand how they compare to other businesses, just like them.
The point of all of this is that if you are really trying to make a different this year, then you’ll have to do something different this year. A subjective evaluation is a start, an objective evaluation is a next step. Get real about how prepared your business is to compete and you’ll stand a much better chance in reaching your goals. – kp