Multimedia is essentially, a computer-based interactive communications process that incorporates text, graphics, sound, animation and video. This week, I learnt about multimedia through multimedia, or to be more specific, video clips. The several videos played in class illustrate just how influential multimedia has become today, from entertainment to education. In this post, I will be addressing how multimedia is vastly being used for marketing communication. Multimedia branches out to podcasting, photo and/or video and file sharing for the sole purpose of broadening a company’s audience reach. Through such means and technologies, many companies experience highly-facilitated communication between their business partners, customers (including potential ones) and marketers. The impact of multimedia is remarkable, and the capabilities (functions, features, etc) of multimedia are certainly a huge milestone ahead from the past when communications remained at its most basic and these two are yet to have integrated.
Before I bought my first Blackberry phone, I was an avid fan of Sony Ericsson and owned several of the mobile phones created by them. To me, they represented a brand which emphasized much on the quality of its camera (on their camera phones) as well as a pleasant music experience for their consumers (MP3 player on the phone). That was probably more than half a decade ago, and I somehow felt they were a leading brand in its own right. In recent years however, as large corporations such as Apple and Samsung rise to prominence, it seems unlikely that Sony is of a comparable competitor that is on par in terms of its features (applications, etc) and excellence. (Though I beg to differ after doing some research) That being said, when it comes to marketing communication, I have to say they are still quite admirable for being able to fully utilize multimedia as a platform to level the playing field. Perhaps in the near future, this will translate into newer ideas and innovation which may once again drive Sony back into the game. After all, Sony’s creativity is considered top-notch. Just look at their new Sony Xperia Z WaterProof Smartphone! :O
Before I bought my first Blackberry phone, I was an avid fan of Sony Ericsson and owned several of the mobile phones created by them. To me, they represented a brand which emphasized much on the quality of its camera (on their camera phones) as well as a pleasant music experience for their consumers (MP3 player on the phone). That was probably more than half a decade ago, and I somehow felt they were a leading brand in its own right. In recent years however, as large corporations such as Apple and Samsung rise to prominence, it seems unlikely that Sony is of a comparable competitor that is on par in terms of its features (applications, etc) and excellence. (Though I beg to differ after doing some research) That being said, when it comes to marketing communication, I have to say they are still quite admirable for being able to fully utilize multimedia as a platform to level the playing field. Perhaps in the near future, this will translate into newer ideas and innovation which may once again drive Sony back into the game. After all, Sony’s creativity is considered top-notch. Just look at their new Sony Xperia Z WaterProof Smartphone! :O
Below are a couple of videos on Sony, Samsung, and Apple, and how they make use of multimedia to gain competitive edge.
SONY
In the first video, Sony makes use of multimedia to portray themselves as a company that is down-to-earth and devoted in setting out to accomplish its company’s vision, which in return rouses the people’s interest into discovering more. The second video on the other hand, is more concrete and this helps to balance out marketing purposes in which there not only has to have creativity but more importantly, practicality. It focuses on the unique features that the Sony Xperia Z Waterproof Smartphone has and is concisely delivered.
SAMSUNG
Samsung attract the attention of potential customers to expect their latest product, S4, via much suspense and imagination, as can be seen in the first video. They make use of multimedia to first gain awareness and especially curiosity through various versions of the Samsung Galaxy S4 Teaser featuring the little boy on a “special” and “important” task (even before the product was launched), before finally releasing the official launch which can be viewed on YouTube at the given link here:
APPLE
Apple on the other hand, made use of multimedia not for any further fanciful advertising but more importantly, to show forth its credibility and presence. The first video gave consumers a very clear and simple picture of what the iPhone 5 would be like- simple, reliable, excellent in performance. It goes straight to the point and appeals to the logical aspect of human beings. The second video only goes to show the reason Apple has tremendous marketing power and is able to acquire such a great market is simply as a result of its first-rate quality. Apple does not merely go after a pretty design or implementing amazing features, but it makes sure that its products are also simple, efficient, and dependable (as seen through the manufacturing process). Thus, it naturally gains the trust of the general public. (And that is also why I changed from a BB to an iPhone 5 as well hahaha!)
NewsML
“NewsML is designed to provide a media-type-independent, structural framework for multi-media news. Beyond exchanging single items it can also convey packages of multiple items in a structures layout.”
Source: http://searchsoa.techtarget.com/definition/NewsML
It may be embarrassing to say this but in all honesty, this concept is completely new and foreign to me as I have never come across this term! Thus I am really glad I got to find out a little more about it, which hopefully does reduce my ignorance a little. In a nutshell, NewsML is an important element in the news industry which helps to bundle and link all information together through a system of tagging. I have found this really insightful and informative source which addresses NewsML and all that is related. Do have a look! By the way, the title of it is “NewsML for dummies”. Ha ha ha ha ha.
Have a fruitful week ahead all!! J
No comments:
Post a Comment