Events:
Past Event Summaries

October Meeting Summary:
Use Rich Media Strategies to Turn Information into Knowledge
by Judy Carrasco

"Leveraging media technology to enhance marketing and to ensure superb corporate communications is not something to consider, it is the Holy Grail," said Charles Little, president of Gulf Stream Communications, to IABC members at the October 9 meeting at Cisco Systems in Research Triangle Park. Gulf Stream is an end-to-end media solutions company based in Wake Forest and a digital media technology solutions partner with Cisco.

Little explained that, whereas the 1990s ushered in the internet era, the revolution in the past decade is the seamless convergence of different technologies into a single, unified network platform. As the company asserts, "the network is the platform." The network enables an improved human network, as individuals are able to connect faster, easier, and in more ways than ever before. Technology now not only allows people to communicate globally but also to customize their online experiences.

Studies show that sixty percent of communication is visual. Technology is being shaped in response to that truth. Today's rich media strategy encompasses several visual media options, including companywide TV, Web casting and video incorporated into companies' Web sites.

Media technology profoundly influences marketing and communications by creating new capabilities that offer key benefits:

Drive sales: Tools such as on-demand feeds and podcasts allow instant, direct ways to connect with customers worldwide. Another tool, digital signage, offers a customized, dynamic way to engage customers.

Facilitate internal communication and enhance training: A network greatly improves communication among employees in remote locations and encourages knowledge sharing.

Little demonstrated the power of the Cisco Digital Media System to the audience. He and a coworker communicated with each other and with IABC members by streaming video technology. In addition to video capability, the integrated system includes ways to keep in touch via e-mail, voice and phone.

As varied and convenient as media technology is, business communicators need to be aware of the rich possibilities that it offers. Little informed IABC that "implementing a rich media strategy is in [communicators'] future. It's not a question of if, but when." By understanding the newest technologies, communicators can turn information into actionable knowledge. They can imagine and develop innovative ways to increase their productivity and expand their reach.

Judy Carrasco is a freelance writer and copyeditor. You can reach her at (919) 451-3949 or judycarrasco@hotmail.com