Web Communication: "Sign - Sign - everywhere A Sign"

Your company success depends on your quality to quote effectively to an curious audience. Driving standard traffic to your site is important, but the tactics that originate visitors are not the same tactics that get visitors to stay on your site.

Websites that consistently under accomplish and that don't meet company expectations generally suffer because they are not designed to hold viewers attention long sufficient to quote a clear brief marketing message.

Yiddish

Web-communication is a series of illustrate multi-sensory sign languages; signs being the words, images, Audio and videos that constitute the range of presentation vehicles that like all forms of transportation have their own grammar, context, and relevance as interpreted from personal perceive by each member of your customer-audience.

Web Communication: "Sign - Sign - everywhere A Sign"

When Words Lose Their Meaning

Marketing is one of those words that has lost its currency because it has been tossed about with microscopic respect for its meaning. To many, it's merely just someone else word for advertising, which of procedure it is not. To the more sophisticated it takes in all the disciplines of branding, positioning, identity, advertising, and more. Above all marketing implies a strategic approach to implementing these tactics.

For clubs curious in using the Web to additional their company objectives, Web-marketing is the operation of a transportation strategy through the creative implementation of multi-sensory signature presentations.

Semiotics: The Study of Signs

"Sign, Sign, in any place a sign,

Blocking out the landscape breaking my mind,

Do this, don't do that, can't you read the sign."

- Five Man Electrical Band

Like the lyrics of the song, 'Signs,' by the Five Man Electrical Band' suggests, we are surrounded by signs, the interpretation of which creates our reality. The study of signs and how meaning is derived from them is called 'semiotics.'

We are bombarded by signs, not just images, but the words, voicing, gestures, posture, attire, and Movements of the messengers, as well as the music and sound effects that accompany the presentation; not to mention the chosen media itself.

Each of these elements is a language all its own. And like all forms of language if you don't learn the rules, the grammar and syntax, you can't quote coherently.

Fear of Meaning

Most company transportation is shrouded in a haze of protective ambiguity caused by the fear of production a decisive statement of who you are, and what you stand for. This kind of defensive thinking may protect your company from some criticism, but it also distances you from your real audience, habitancy and businesses that could be responsive to what you have to offer.

Advertisements, videos, images and copy designed to not offend, will fail to quote meaning and if what you have to say is not meaningful, how can you expect your audience to respond? Bland royalty-free images, stock video clips, and talking-head presentations of statistics and specifications will guarantee all the money you spent on generating traffic will go down the drain as visitors leave faster than they arrive.

Instead of just finding at how many hits your website is getting each week, take a look at how long they are staying on your site. If habitancy are leaving within a few seconds of arriving, then they have determined you have nothing to offer them, which may or may not be true. You need your website visitors to stay long sufficient to get the essence of your marketing message and if they aren't, then maybe it's time to rethink the message and how it's being delivered.

A microscopic Yiddish May Help

Yiddish is a language of idiom, of colloquial metaphor, a series of expressions that by literal, interpretation of the words mean little, but through the base perceive and relevance of the listener mean more than mere words can imply.

In Yiddish there are many ways to tell somebody to 'drop dead,' not a very nice thing to say to someone, but a sentiment that is often expressed anyway.

So how then do you tell person how you feel without resorting to the crude direct approach? In Yiddish you would use one of the many expressions available such as, "zolst vaksn vi a tzibele mitn kop in dr'erd!" which actually means "may you grow like an onion with your head in the ground," a far more colorful, poetic turn of phrase with humorous undertones that softens the intensity of the raw meaning.

Our daily language is full of idiom and metaphor and for the most part we don't even notice. If we want to outwit our competition, we instruct our staff to "take no prisoners" and if we are thriving we 'blew them away;' company often resorts to war metaphors to emphasize the enormity of the stakes complicated in company initiatives, or should I say 'campaigns.'

And it is not just written and verbal transportation that is perpetually encased in a cocoon of evocative metaphor. Optical communication, along with images and video, has its own idiomatic metaphorical sign language that helps quote a message in meaningful short-hand. The producers of 30-second Tv commercials are specialist in this style of communication, how else can a faultless marketing story be told in 30 seconds?

Relevance of Character and Situation

When we originate Web-video commercials we need to tell a story that the audience can quote to. This story should be a metaphor that draws upon the audience's own experiences, and if done properly it should allow the viewer to let down their natural sales defense mechanism and let the humanity of the characters and situation lanch on a meaningful human level. This style of presentation makes the point and delivers the message in a much more sufficient manner than a hit-you-over-the-head, hard sell style commercial, or a meaningless exhortation of company platitudes.

Dr. Satoshi Kanazawa, a sociology professor at the University of Canterbury in New Zealand, in the 'Psychology Today' article, 'Friends In Cerebral Places' by Kaja Perina states: "The human brain is hardwired to talk to stimuli as it did in its ancestral environment, where television and movies didn't exist. Kanazawa says that we have evolved to believe that 'all realistic images of habitancy you encounter repeatedly are friends and family.'

In the environment of evolutionary adaptedness there was no one-way acquaintance, as there is today with celebrities."

The implication of Kanazawa's explore for the Web-marketer is significant. If you as marketers can originate websites and webmedia presentations populated with ongoing characters to which your Web-audience can relate, then you have solved the biggest obstacle in the Web-sales process: lack of trust.

People buy things from habitancy they trust, habitancy they know and like, and habitancy to whom they can relate. You can create this relationship with a continuous campaign of Audio and video presentations delivered by characters representing your company's personality, delivering a message that improves your audience's lives or company interests.

The Familiarity of Presentation Genres

An sufficient Web-commercial must touch your audience in some way. One recipe that we use to make this relationship is through the exploitation of genres.

Genres are storytelling formats with built-in conventions, rules and guidelines. These conventions Supply a communication-shorthand allowing Web-storytellers to deliver rich article in an economical use of time and space.

Since the audience already understands what the conventions of the recognizable genre are, resources need not be wasted establishing a frame-of-reference that is built into the genre itself.

It is here that the Web-commercial producer must strengthen the thought of genres beyond that which is regularly understood. Everybody understands the western, detective, romance, and sitcom styles of storytelling genres, but genres exist beyond the confines of literature, movies, and television series. Genres also exist in the truncated world of television commercial storytelling. Take for instance the current ubiquitous series of Macintosh television commercials that have been copied numerous times by many habitancy on the Web and even on television itself.

The use of genres as a recipe of presenting Web-commercials provides a set of expectations for the viewer or what has been referred to as 'cultural capital.' While the recognition of the customary provides a connection, its creative manipulation provides enjoyment and more importantly aids memory and enhances recall. You can see an example of this genre manipulation at the link in case,granted at the end of this article.

The lowest Line

If real estate is about, 'location, location, location' then websites are about, 'communication, communication, communication.' The skillful Web-marketer will understand this and use their website the way it was all the time supposed to be used, as a means of communication; but that transportation no longer has to be delivered in mere text form, but rather it can now be delivered using all the multi-sensory media tools available. The caveat, of course, is knowing how to use these tools properly

Web Communication: "Sign - Sign - everywhere A Sign"

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