The Digital and Interactive Media have opened
a whole range of new opportunities.
The question is:
are these opportunities thoroughly exploited?
From e-business to Virtual Reality, from video
streaming to rich media user experience, to
totally new and highly successful business models.
The Digital and Interactive Media give companies
the opportunity of communicating their product
value to their costumers base, and to potential
costumers in a compelling and exciting way that
no other media is able to provide and that was
not possible before Digital Media existed.
The current widespread diffusion of broadband
connections, up to 512 Mbps, widens even more
the opportunities given by the Digital and Interactive
Even today, the majority of the companies in
the US and in Europe do not grab more than 20%
of the opportunities the Digital Media are able
to provide. We can give hundreds of examples
to our claim.
Digital Media are not restricted simply to corporate
communications internet websites, e-business,
dvd roms, cd roms. The Digital and Interactive
Media are able to do much more than that.
Besides the examples of what Google, YouTube,
Amazon and Apple have done through the Digital
Media, we give some examples of what the Digital
Media can do in the paragraphs below.
We believe that the Digital and Interactive
Media should be considered as the central pivot
of the marketing and communications activities
of a company.
The central concept that we prefer in the Digital
and Interactive Media is the "Online Communications
Hub" concept. But this is just the beginning.
What follows and complements it is a comprehensive
and well planned Cross Media approach, rich
media user experience, Virtual Reality, streaming
video, multimedia content, e-business, according
to the specific communication needs..
The Online Communications Hub needs to be carefully
tailored according to the communications strategy,
to the product pluses, to the company mission
and to its corporate identity. And needs to
be compelling and enticing.
Imagine that you are the CEO or the Vice President
of Marketing of a renowned Fashion company.
Imagine that you can show, in real time, your
complete spring-summer collection of your garments
and accessories - bags, jewelry, timepieces
to your existing or potential costumers in a
compelling, refined and enticing way.
You show them your collection in 3D, not only
though a static image. you show them in streaming
the video of your latest presentation of your
collection in Paris, on full screen, an event
of just 5 days ago, or even live as it happens.
You create the event.
And everything may happen on your Online Communications
Hub. And may be seen all over the world, in
New York, in Tokyo, in Paris, in London, in
Sydney, in Firenze.
You enchant your costumers, you entice their
interest and curiosity, and you bring them to
their nearest store that they find in 5 seconds
on the Store Locator on your Online Communications
Hub. At your store they look and try the skirts,
dresses and suits they just saw through your
Online Communications Hub yesterday. Or 2 hours
ago. They like them and they buy them.
And next season, six months after, you can show
in the same way your complete new fall-winter
collection, the video of the collection presentation
in Firenze and over again.
You can even build your own personal Television
channel on the web.
Imagine that you are the CEO or the Vice President
of Marketing of one of the best manufacturers
of luxury Sailing Yachts in the world. Imagine
that you can show, on your Online Communications
Hub, your 72' jewel, a $3 million cruiser yacht
to a sailing passionate Executive.
You show him the refined interiors in burma
teak, in mahogany, in cherry wood. All handcrafted
by your dedicated artisans. You explain the
hull construction technology, which no other
manufacturer can match, using carbon fibers
and kevlar, you show the engineering process
behind the design, using Finite Element Analysis.
You show him the sailing performance of your
yacht, with the different wind conditions, windward
and leeward, with different wind speeds.
Imagine that your potential costumer can enjoy
all this in a compelling and exciting Interactive
Yacht presentation on your Online Communications
You show him in streaming the video of your
72' in windward navigation with a 23 knots wind.
He can feel the emotion of sailing your yacht,
the waves, even imagine the wind on his face.
Then the veer and riding leeward. You show him
the modular, custom design to suit his needs
- the cockpit, the option of one or two steering
wheels, the possible different choices of rigging,
winches, mast, mainsail and genoa.
Everything we described can be done on your
Online Communications Hub. And can be seen by
sailing passionate Executives from all over
the world, from San Francisco, from San Diego,
from New Zealand, from Brittany, from Annapolis,
from Portofino, from Porto Cervo, from Seattle.
You enchant your potential client, you entice
his interest and grow his desire of sailing
your yacht, of possessing her. He finds his
nearest yacht broker in 3 seconds on the Broker
Locator on your Online Communications Hub, fills
a quick form in 20 seconds. The yacht broker
and your VP of Sales receive the email that
the contact form has generated, your broker
reads it and sets an appointment for a meeting.
Then, it will be up to your broker to finalize
These are compelling examples of what the Digital
and Interactive Media can do for you when they
are part of a comprehensive, well designed and
well crafted Cross Media Marketing Strategy.