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Multimedia & Visualization - Attention, Interest and Emotions

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Images, videos and visualization are increasingly important. The Internet without media content is hard to imagine. The use of traditional media got strong competition. Access to the target group is changing and companies need to rethink the access. How is interest generated and how is trust build? How to achieve professional attention and the role of emotions here?

A presentation from altii.de in cooperation with BusinessWire.com

Veröffentlicht in: Marketing
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Multimedia & Visualization - Attention, Interest and Emotions

  1. 1. Multimedia & Visualization Attention, Interest and Emotions! Kommunikationskongress Berlin 2016 Christian Salow #kk16 #viskoko @BusinessWireDE @altii_news @christiansalow
  2. 2. AFP http://static.independent.co.uk/s3fs­ public/styles/article_large/public/thumbnails/image/2016/04/15/07/queen.jpg Samsung
  3. 3. AP Nick Ut AP
  4. 4. Madonna Rebel HeartGetty Images
  5. 5. 5 today's challenge... ◦ attention & interest – how to get it? ◦ pictures & videos ◦ visualization ◦ social media & co ◦ mobile devices ◦ future #viskoko · @BusinessWireDE · @altii_news · @christiansalow
  6. 6. 6 alternative investor information ◦ digital marketing & communication portal ◦ professional investors D/A/CH & Lux ◦ mobile friendly for all platforms & devices ◦ social media support www.altii.de
  7. 7. key figures mobile user 30%+ newsletter rec. 1.900+ monthly clicks 100.000+ social media 1.000.000?
  8. 8. 8 the demand – page events conventional approach virtual / visual approach
  9. 9. 9 a question of believing... ◦ conventional ▫ create „high quality“ content and send it out ◦ virtual / visual ▫ think digital – the paper question ▫ distribute electronically and measure feedback! ▫ tag important content with visual elements ▫ if you can't tag it visually what is its real value? ▫ don't tag unimportant things, maybe don't even distribute #viskoko · @BusinessWireDE · @altii_news · @christiansalow
  10. 10. 10 A I D A ... – just the ½... ◦ sales model invented by Elmo Lewis ▫ Attention ▫ Interest ▫ Desire ▫ Action ◦ we need Attention & Interest mostly ▫ pictures & videos ▫ links & visualization ▫ stories & congruence
  11. 11. 11 typical (core) channels ◦ the site and the online presence ◦ the newsletter ▫ information network, content focus ▫ product placement and advertisement ◦ actively maintained social media channels ▫ „text, link, picture“ – principle ▫ campaigns are tracked ◦ feedback should drive the content policy
  12. 12. 12 text ­ link ­ picture – principle
  13. 13. 14 characteristics of A / I ◦ a picture as eyecatcher only – is questionable ◦ thematic context – congruence ◦ pictures tell stories – in the right context ◦ attractiveness & credibility ◦ the right technical format – mobile 16:9ish ◦ sharability! – rights? ▫ creative commons CCO ▫ stock photo provider
  14. 14. www.BizWireTV.com
  15. 15. 16 video ◦ videos are influencing – proofed analytically ◦ videos are highly demanded – e.g. YouTube ◦ optimal bandwidth for desktop & mobile devices ◦ several channels & formats – select carefully ◦ but „good“ video is a challenge! ◦ „bad“ video is quickly produced ▫ the „net“ (almost) never forgets about „bad“ video ▫ try by yourself... – execute with a pro...
  16. 16. 17 video formats – examples
  17. 17. 18 analytics ◦ measurement of the site traffic ▫ time, region, interaction ▫ data analysis ◦ „measure, learn, adapt“ – process ▫ content, communication and design ▫ track campaigns „Without big data analytics, companies are blind and deaf, wandering out onto the Web like deer on a freeway.“ Geoffrey Moore twitter.com/geoffreyamoore/ status/234839087566163968
  18. 18. 19 examples ◦ altii and vwd group signed a cooperation agreement ◦ communication via BusinessWire, July 21st Newsletters on Mondays Aug 12th had two major stories: •about a big Italian AM •about salaries in the industrie
  19. 19. 20 develop the target group ◦ target group driven content – „simply the best“! ◦ develop opt­in systems ▫ invite selected user groups ▫ offer „premium content“ to motivate opt­in ▫ differentiate premium information groups ◦ always offer an opt­out possibility ▫ this creates trust ▫ guarantees quality growth #viskoko · @BusinessWireDE · @altii_news · @christiansalow
  20. 20. 22 not the future – developing present ◦ the presentation and simultaneous perception of reality and its physical properties such as gravity in a computer­generated in real­time and interactive virtual environment MicrosoftOculusGoogle
  21. 21. Preparation of the session with a VR360 device
  22. 22. 24 VR / AR – is it important? ◦ helps planning & understanding ▫ architectural projects, mashines, medical, etc. ◦ can make intangible things tangible! ▫ think about what it means for your business ▫ it will influence us & how we judge experiences ◦ it has its own rules ▫ camera positions, safety/comfortable areas ▫ it „absorbes“ senses
  23. 23. 25 summary ◦ pictures & videos are A / I important ◦ the context & the credibilty are essential ◦ the (technological) future will be groundbreaking ◦ humans have responsiblities ◦ the society needs to discuss rules
  24. 24. 26 financials & social media ◦ analysis of 41 financial service providers, AM, WM, etc. ◦ focus on the German market ◦ detailed analysis ◦ anonymous ranking available at amazon.de
  25. 25. altii fundportal the digital marketing hub altii GmbH Fellnerstrasse 7­9 60322 Frankfurt a.M. Germany christian.salow@altii.de +49 69 57708987 @altii_news www.altii.dewww.BusinessWire.com

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