Effective Marketing Presentations

According to the Edgar Dale Cone of Learning, most people only remember 10% of what they read and 20% of what they hear. However, people can recall 50% of what they see and hear, making the multimedia presentation a valuable tool for businesses. Whether it’s a Flash commercial, product demo or training guide, a multimedia presentation could greatly impact the results of your sales and marketing campaigns. But simply having one is not enough. To get the most out of your presentation, it is important that you track, evaluate, and analyze its performance to learn the most effective and impactful ways to use it.

One key element to measure is the total number of people viewing the presentation. If your multimedia presentation is on your website, use Google Analytics to track how many people come across it by installing the appropriate tracking code on each page of your website. You can also track online advertising and email campaigns that contain links to the presentation hosted on your website or on a landing page. To do so, tag your creative using Google Analytics’ tracking parameters and Google Analytics will be able to identify the number of people who click on specific campaigns. Then, you can run reports on what those visitors do on your site. Make sure to tag each link that you want to track so you can follow the performance of each element clicked in your campaigns.

You should also gauge who is viewing your multimedia presentation. If you link to your presentation in an email campaign, choose an email marketing service that provides open, click-through, and forwarding data. Another way to capture viewer information is to add a registration page to the presentation. If the registration page is placed at the beginning, you may want to keep it to a minimum so that prospects are not overwhelmed before viewing the presentation. To capture more thorough information, consider placing your registration page at the end of the presentation. Placing it at the end will also tell you that the prospect viewed the entire presentation.

Viewing performance is another important component to assess. You will learn whether viewers are watching the entire presentation and which content is replayed most often. Viewing performance can be measured with the Google Analytics for Adobe Flash component, which enables you to track specific events and functionality in your Flash presentations and seamlessly communicate with Google Analytics for reporting.

Knowing the number of views, who is viewing your multimedia presentation, and how well your presentation is resonating with the audience will help you gain greater control over the effectiveness and cost-efficiency of your campaigns. With this information you will be able to create more targeted, relevant messages and deliver them through the appropriate channels.