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Why
Aren't You Using Audio? |
by:
Ronni
Rhodes |
Why
Aren't You Using Audio?
By
Ronni Rhodes
As use of the Internet continues to grow
geometrically, we see an increased demand
for information to be provided by a variety
of media. Viewing options can range from
simple text to PDF documents to video clips.
Unfortunately, each option requires more
and more resources and technological know-how.
As convergence moves inexorably forward,
we have to ask ourselves if there is a practical
way to combine the best of this technology
and still provide the user with a satisfying
Internet experience.
The answer, at this stage of Internet evolution,
is audio.
Voice, by itself, provides the means to
enhance a user's enjoyment of the Internet.
Voice conveys many of the intangibles underlying
the written word. A voice can touch the
human spirit and deliver a message on its'
own merits. Audio can build community and
maintain relationships.
Audio is the most mature of the streaming
technologies and doesn't have the bandwidth
requirements associated with video. Any
Internet user connecting at 28.8k or better
can enjoy FM quality sound without experiencing
buffering and other annoyances that can
affect video at lower bit rates.
It is common knowledge that people only
retain 20% of what they read, but they do
remember 70% of what they see and hear.
That fact in itself increases the value
of an audio message delivered from a website
for the typical user. And, the implications
of how audio can increase Internet enjoyment
for the handicapped are overwhelming.
Streaming audio provides Internet businesses
with unlimited opportunities to reach their
audience and to simplify their interactions.
Streaming audio broadens a product's appeal
and helps to stimulate sales. People are
comfortable with audio and have few qualms
about using it in their day-to-day lives.
Retailers can integrate audio into their
operations in several ways. Use it to enhance
product descriptions and deliver product
information in ways far more persuasive
than plain text. Booksellers can have "special
events" that offer audio excerpts from selected
titles. Art dealers can use voice to give
value added information on an artist or
a period of history depicted by an artist's
work. (Think of those audio tours that museums
offer.)
Organizations that specialize in selling
educational tools can use audio clips for
potential clients to preview and evaluate
the material being offered. The ability
to sample the product is a potent and practical
selling aid.
Business-to-Business sites and corporate
Intranets can also harness the power of
audio. The need to provide up-to-the-minute
information for employees and customers
can be well served with streaming audio
and the telephone. Integrating audio into
the corporate communications mix is a tool
that is easy to use and addresses the need
to communicate with a distributed work force.
In both the retail and business-to-business
marketplace, audio can and should be used
to maintain those all important customer
relationships. Voice messages add a personal
touch that intrigues the listener and encourages
them to remain on the site.
Employee training is greatly enhanced with
audio. Use it to orient new employees and
keep the information archived on the site
for easy reference. Sales training can also
be archived and quickly retrieved when needed.
The ability to offer customized audio training
materials on a 24/7 basis makes streaming
audio a very versatile and efficient learning
tool.
Some words of caution are also necessary.
Audio, just like any other value-added technology,
has to be used judiciously. It should be
employed for a specific purpose and to enhance
the text based message being delivered.
Think of your audience and how you'd like
them to interact with your website. Keep
in mind that your visitor may be coming
to your site while they're at their place
of business and plan accordingly.
The future of streaming audio is bright
and filled with promise. More and more Internet
users have become familiar with streaming
audio and use it everyday. Internet radio
broadcasts are extremely popular and are
now being employed as effective advertising
vehicles. Audio e-mail messaging is becoming
widely available and is being positioned
as a practical business tool. Consumers
are attaching audio messages to greeting
cards and experimenting with Internet telephony.
Streaming audio will allow the average Internet
user the ability to create content that
conveys the power of voice and the emotions
that it conveys.
So.why aren't you using audio?
About the Author
Ronni Rhodes is the owner of WBC Imaging,
an Internet company that specializes in
web site enhancement utilizing streaming
media technology. With her husband, Don,
a digital media engineer, they work with
companies to incorporate streaming as
part of successful and meaningful sales
and marketing programs.
Please direct all questions and comments
to:
Ronni@wbcimaging.com
520-742-5780
http://www.wbcimaging.com
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