Online users have become far more demanding than they were 10 years ago. Nowadays, audiences expect video, audio, and other interactive forms of media to not only inform them of new products, concepts and services, but also to fully entertain them at the same time. In the age of instant digital gratification, consumers expect to be wowed in order to recognise a brand or buy into its image of excellence. This is where rich media comes in and why it almost-entirely dominates the digital marketing world as we know it. Rich media is designed to cater to the demanding consumer looking for something a little more enticing that plain old text ads.
What is rich media? Rich media is video, audio, games, augmented reality, & other interactive media types used for digital marketing. Rich media creative types listed by Google include: banner, banner with floating asset, dynamic creatives, expanding, interstitial, lightbox, multi-directional expanding, multi floating interstitial, push-down, video, & VPAID.
If you are looking for a high-impact advertising method that does not just speak at your audience, but to them, rich media is the way to go. A lot has been changing in the digital marketing world and far more is required of online marketers than was a few years ago. Rich media makes the job of a digital marketer just a little bit easier.
Rich media does not just provide a conversation starter with your target audience. It sparks an interesting conversation topic, starts the conversation and then takes that conversation to a whole new level. If you have campaign objectives that you want to reach faster and more effectively you can with rich media. You can create ads that deliver exceptional brand exposure and effectively increase your reach. Read on to learn how to use rich media to catch the attention of your target audience and truly engage with your customers.
Try These Five Ways of Using Rich Media to Truly Engage with Your Audience
If you are ready to take your online marketing to the next level, here is how to go about it with rich media. Below we elaborate on our 5 top ways to use rich media to engage with your target audience:
1. Use a variety of rich media types on your website to increase your search engine ranking opportunities.
In the words of William Cowper, “Variety is the very spice of life, that gives it all its flavour”. And that saying is so very relevant when it comes to using rich media. Do not be afraid to mix things up and have a number of different rich media types targeting the keywords and phrases that you wish to rank for in a Google search result. If you take a look at a Google search page, you will notice that above the search box, there are options to search for including “All”, “Images”, “Shopping”, “News”, “Videos”, and “More”. Why only aim to rank for content in one of those categories when you can aim to rank in them all? There are 9 main types of rich media elements that you should focus on incorporating into your website content. These include: videos, photos/images, infographics, slide shows, audio clips/podcasts, GIF/Flash animations, maps, graphs/charts, and polls/quizzes. When you use such a diverse array of content, you can truly widen your reach by catering to the preferences of a broad audience and also by ensuring that your content makes it into more than one Google search result category. Make sure that all content is optimised for SEO with the right keywords and phrases.
2. Use strategic placement for your rich media.
Websites have hot spots where browsers are continuously clicking and scrolling to. This is usually where people are logging in, accessing specific information or where the latest updates are posted. Capitalise on this area by ensuring that your rich media is in close proximity. Make sure that it is noticed and that it cannot be overlooked. If you place your rich media in an obscure spot (say, the bottom of your web page), chances are that no one will see it and engage with it.
3. Incorporate interactive videos or media that requires a physical response.
Rich media is engaging already, but how much more engaging would it be if a user could interact with it by shaking or tilting their phone or tapping and swiping certain parts of the screen. How users interact with your media is important. As the digital world becomes more demanding, online users are less easily impressed by content, media, and tech. Think about creating videos and media inserts that actually require a physical action or reaction from the user. Make it a rewarding experience. The more you delight and entertain your audience, the more likely they are to share your rich media and look forward to engaging with it themselves in the future.
4. Ensure all rich media is dynamic.
There is no use having rich media that only displays on a computer screen. Just like nobody likes a broken link and a page not displaying, nobody likes media that does not play, does not display correctly, or is glitchy. If you really want your rich media to engage with your entire audience and do so effectively, you must use rich media that is dynamic. It should display and function 100% correctly on all device screens including laptops, desktops, smartphones, iPads, Tablets and so on. Just like consumers like media variety, they like to be able to access that media on multiple devices. If someone accesses your media on their smartphone now, they might want to have another look at it later on their laptop – and that needs to be absolutely possible.
5. Use social media embeds for your rich media.
Consider how many hours the average person spends in their lifetime on social media platforms. If your advertising campaign is not incorporating social media, you are missing out on major advertising opportunities. While someone you have never encountered before may not randomly make it onto your website, they may come across your rich media content on social media, when it appears in their newsfeed or is shared by a trusted friend. Connecting with your target audience is made easy with social media. By embedding content, you can showcase your brand and products to existing customers as well to others. Using embedded rich media such as Instagram posts, Facebook videos and posts, and Tweets really does help to get your audience engaging in a space that they are comfortable in. If your rich media content is intriguing or interesting enough, it is already in the perfect (and most convenient) place for your audience to share or tag friends/connections in.
What is the Difference Between Rich Media & Standard Media?
Google provides an accurate comparison of rich media and standard media. It goes without saying that standard media is still highly effective, but rich media has obvious advantages over it. Rich media is of such a nature that the interaction rate and engagement rate is far higher than with standard media. Rich media very clearly receives more in terms of views, clicks, and conversions.
There are some obvious differences between the creatives used. Standard creatives are typically static images in JPG, PNG, or .html format. While there can be movement in a GIF file type, there is no video or expansion possible. This type of creative is only able to track a single click-through link.
On the other hand, rich media content is able to incorporate multiple file and media types. It can of course, contain video content and is able to track multiple click-through links at a time. The metrics tracking is also far more detailed than that of standard media.
Rich Media Takes Digital Marketing Efforts to the Next Level
The concept of rich media drawing more attention and generating more click-throughs and conversions is not particularly complicated. If you take a moment to think about the type of media and content that grabs your attention online or on the various social media platforms that you frequent, you will probably very easily be able to tell that rich media is what grabs your attention first and foremost.
It happens something like this: You see a video with an intriguing title and you click on it. It plays and encourages you to interact with it. Perhaps you enter a competition, perhaps you share it with your friends – whatever the case may be, that content is not as easily forgotten as a text ad might be. And it is all because it required you to do something and apply yourself. Rich media does not just deliver the message – it drives it home. And it goes without saying that consumers prefer to watch a cleverly created video over reading pages of text.
Put the above ways to use rich media to the test and soon you will notice a positive change in the way your audience engages with you.