Multimedia is the new synonym for marketing communications. With the enhancement of visual and audio aids such as animation, still images and the click of the mouse for interactivity, companies have found more effective ways to reach out to their target audiences, imagining a myriad of creative ways to advertise their products, presenting information on its special features in ways the masses would never have seen before.
Providing a multi-sensory and multi-dimensional world that a potential customer can immerse himself into, the multimedia is the crux to interpersonal, relational advertising, bestowing a higher level of informed decision-making on the customer.
I am the most impressed with Samsung’s method of using multimedia to market communications. For one, they promote Samsung not as yet another electronics brand but as a lifestyle; as an experience to behold. For example, in their website targeted at an American audience, it features an interactive exhibition of rotating LCD screens, developed in collaboration with the Parsons School of Design, presenting curated exhibits on New York related themes and personalities.
Customers can also create and send a personalised postcard online, discover how Samsung products work and try them out within the context of everyday life. Samsung’s concept is to engage with visitors, rather than sell to them. The environment, wholly designed by Imagination, has retail design cues, but it is not a store. Since its opening in 2004, it has also been used as an event space for product launches and press conferences. I feel that this is very effective in attracting an informed market who is probably sick and tired of having salesmen extoll the virtues of Samsung products. This alternative method of avoiding the explicit in-your-face advertising and focusing on ensuring an enjoyable customer experience in the Samsung world is much better.
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