While researching web sites on the Internet, I couldn't believe how few businesses use rich media even though it's known as a very effective marketing technique to bridge the communication gap between a business and the consumer. This communication gap has grown larger and is too often overlooked. Every web designer and business should pay close attention to this gap and take a more serious approach to resolve this issue.

I interviewed web designers and realized that few convey to their customers the communication facts noted by Dr. Mehrabians, Author of the most widely referenced Study of Communications. According to the study done by Dr. Mehrabians, he notes that people retain only 10% of what they read, 20% of what they hear, 30% of what they see, 50% when they see and hear something together, and then it jumps to 80% when they see, hear and do something altogether. That's where using rich media on web sites and in marketing campaigns becomes the key factor giving your business a competitive edge.

Business survival strategies should include learning how to take advantage of effective marketing techniques. Posting rich media on your web site and sending through email campaigns not only gives an impressive and positive image of your business, but leaves a strong impact on customers, increasing their ability to retain your message.

Not using rich media in your marketing strategy, results in business loss. Everyone must understand that the World Wide Web is an informal non-personal transmitter of information without the use of rich media. Those companies that lack this understanding and the foresight to start using rich media will fall far behind their competition. Text messages can not convey emotion or show details like a video.

Further research showed me additional reasons why businesses don't use rich media. Traditional video posting and usage are complex and costly, preventing even a savvy business from taking advantage of this key marketing strategy. The usual methods offered to post videos follows:

1. Plan the video design

2. Create the video, (lights, camera, action) and edit

3. Decide the type of video; non-stream, pseudo stream or true stream

4. Decide the final output format to viewers, (Real Media, Flash, Windows Media, etc…)

5. Encoding the video in one or more format

6. Uploading the video

7. Testing video viewing from different platforms

Some other considerations noted are the disk space available and video viewing bandwidth costs of your website.

The problems I see with traditional methods begin with the cost and complexity of the whole process. A small business that desires to use this effective marketing technique will suffer the most. The cost may force them to decide between options and set limitations on the whole process. The larger company may have the funds to foot the bill, but could be blocked with the complexity.

In addition, traditional encoding methods limit the file format posted. Only one encoding format type is used to process the initial video. To get around this issue, you purchase additional software to encode your videos in several different formats, allowing you to reach a broader customer base. Then you upload all your different encoded videos and the customer chooses the viewing format.

Web designers and business owners should know that other options are available to use rich media on web sites and in marketing campaigns. Whether your business is profit or non-profit, large or small, you can easily break down the communication barriers, open your doors globally and gain the benefits through this key marketing strategy.

When I teach Web designers and businesses these new strategies for rich media, it's exciting to see their enthusiasm about the value of adding rich media to their web sites and marketing campaigns. They are amazed at how simple and cost effective it has become. Using this new strategy makes a huge leap towards closing the communication gap between businesses and consumers and increases the marketing skills of your business.