It has now been more or less accepted that audio and video in internet marketing has been widely accepted by advertising companies and customers alike. This largely because people have come to trust the spoken rather than the written word, and a video presentation is easier to understand than written instructions.
Many people, do not understand internet audio and video and the difference between the different forms of these media currently in common use. For example, what is the difference between you playing an audio file that you click to play, and listening to an online message provided from a specific website. Why do some messages take so long to load while others play immediately?
Let's first have a look at the two basic different types of audio and video transmission, and then at how they can be used to promote your business or product. The two main transmission or playing mode are streaming and non-streaming. Simple, isn't it? Not really, and more explanation is needed here. The difference is in the way the signals are received and played.
A discrete audio or video file, such as an MP3 file, is stored on your hard disk or on a portable medium such as DVD, CD or memory stick and is played by means of an appropriate player on clicking it. The complete file is played until it is finished – just as you would expect.
However, much music that you can listen to online, and most of the online video files you watch, are streamed over the internet in much the same way that a VoIP telephone message is streamed. You can liken it to a telephone conversation, where the message is transmitted and received as it is generated. They way this works is through what is known as a packetized system, in other words digital signals.
The music, conversation or video message is broke by the transmitter into small packets of binary data that are individually transmitted across the internet using the shortest routes they can find. They are transmitted to a specific IP address, or basically the address of your computer, where they are received and the packets reassembled into the original order in which they were transmitted – hopefully! The main problem with a packetized system is that each packet travels using the internet protocol whereby each packet takes the shortest route it can over the internet to the receiver.
Imagine the internet as being like a spider's web (hence the world wide web), and each packet passing for one side to another. If one strand is busy at a particular moment, the packet will take another route. The packet behind it could take a different quicker route, according to how busy the net is at that instant and arrive at the receiver before that in front of it. This problem was a serious one in the early days of digital transmissions, and packets frequently arrived out of synchronization and many packets were lost, or dropped. The result was highly pixelated signals.
Now, however, modern reception software allows a slight delay, and can place each packet into the correct order in the time allowed. Pixelation can still occur, as can dropped packets, but they are much rarer. What you watch or listen to is basically the original signal as transmitted.
When you include an audio or video transmission on your website, it can either be of a file that you have downloaded to your hard disk and then uploaded to your website, or it can be provided by a remote third party such as a subscription site, in which case it will be a streamed signal that is transmitted it is generated, much like a digital TV signal. That type of signal takes time to load and then starts to play before the whole file has been received. That is the type of signal you are listening to when you listen to live music on your computer, and the discrete files are what you listen to after downloading them for future use.
If you have ever had your digital TV signal break up it is because the packets are not being received or played in the right order. You never got that kind of problem with the analogue signals that were transmitted as continuous waves rather than separate packets.
You can use audio and video files either to advertise your products, or to help people use them properly. A video description of a particular product can be a very persuasive sales technique, although the video must be made properly. Nothing looks worse than an amateur video trying to sell a product. You would be better sticking to traditional methods if your video is of poor quality.
'Over the shoulder' videos are great ways to provide instructions that involve complex online operations that the amateur user would not be expected to easily understand. Examples of this are creating and using MySQL databases and changing permissions so that they can be used properly.
Audio testimonials are much better than the normal written ones, and also more believable because since it is easy to make up a few written testimonials, few people would go to the bother of recording an audio testimonial unless it were genuine. Other examples of the use of audio in marketing include audio introductions to websites, which make for a friendlier welcome to a site than just a home page.
The intro could mention a few benefits of the site, and also an invitation to contact the speaker in the event of any problems. Although there is no logical reason why, it is somehow more believable if you make a spoken promise rather than a written one. There are many other ways in which you could use audio and video in internet marketing, but there is no time to cover them all here.
Simply remember that people believe what they see and hear more than they do what they read. The press has a lot to answer for!