Multimedia adds dimension to communication

The technological age of rapid and worldwide communications is prompting the necessity for multimedia expertise or at least an understanding of it in order to keep up with the competition.

Ten years ago, most of us would have shrugged at the thought of personal computing, consumer electronics, publishing, entertainment and telecommunications all being available in digital formats that are conveniently housed in bits and bytes.

Today, almost everything we see on the television, view at a theater or receive via wires or airwaves can be easily accessed through advancing multimedia technologies.

So, what exactly is multimedia? Multimedia refers to the ability to combine video, sound, pictures, graphics, 2-D and 3-D animation, and interactivity into one medium.

Variations of multimedia include traditional VHS; interactive CD-ROMs; CD-ROM business cards; electronic catalogs; and DVDs for sales, recruitment, promotion and training.

Practical business applications can be categorized under seven main headings: electronic books, presentations, education, corporate training, sales, recruitment and interactive kiosks.

The challenge lies in understanding what these innovative technologies can do for your company and determining the best ways to utilize them.

Because multimedia has the unique ability to capture reality, the creative and profit-making capabilities are endless. Studies have shown that people are 70 percent more likely to pay attention to something they can both see and hear. Add interactivity and the percentage dramatically increases.

Whether you are using CD-ROM business cards to introduce your company to a potential client or a video catalog that caters to a specific client's needs, multimedia is a fast, inexpensive and technologically impressive technique to get your message, product or service out in an effective format. An impact-filled video presentation also can be a great way to open a conference, divert attention to your trade show booth or simply generate interest in your products or services.

With all of this said, it is important to note that multimedia might not be the answer for every company out there. However, knowing your options for the future should be a consideration, especially if you are concerned with technological trends.

Multimedia applications tend to be fairly involved and require substantial testing and attention to detail. Needless to say, they cannot be produced overnight. Smaller projects like the CD-ROM business card can be produced in less time, but even this should not be rushed if you want to ensure the end product is a professional representation of your business.

There are two main points for business owners or managers to keep in mind when considering multimedia applications.

First, work with an established company that you are comfortable with. There is a multitude of companies forming in this market, so you should take the time to explore a company's history and technological expertise.

Scheduling an initial consultation should provide you with enough information to decide if you feel the company is competent. Developing a multimedia application requires that the production company and the client work closely together to ensure the creation of a product that functions properly and meets the client's needs.

Second, know what you want to accomplish with your multimedia application so that it can be designed to meet those goals. Often a business makes the mistake of rushing to set up an e-commerce site without first considering how it will be integrated with the existing offline inventory database.

Developing a focused message from the start works to build your company's image. It's also important to establish long-term goals, so the multimedia application you create today will coincide with multimedia technologies as they continue to evolve.

Details such as this may seem of little importance as you begin to utilize multimedia, but trust me, they can end up saving you lots of time and money in the future. It is important to remember multimedia can be a very powerful tool if done correctly, but it can also be a financial mistake if both time and expertise are utilized inappropriately.

(Stephanie L. Orman is a producer with Associated Video Producers Inc.)