In the final chapter of “The Sound of Business” we discuss the step-by-step procedure for creating a Web-audio presentation. With today’s access to broadband, Web video has become the best presentation option. See SonicPersonality.com and 136Words.com for an explanation and illustration of how audio and video are combined to produce an effective Web marketing presentation.

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We live in an age of metrics. Traditional and new media advertising agencies often substitute metrics for understanding. Mathematical models create the appearance of scientific analysis, when in fact they are often manipulated to support a preselected agenda.

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Creating a ‘kick ass’ SonicPersonality© for your business requires that your business have a personality in the first place. Of course every business has one, whether you are aware of it or not, and this is a real danger.

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SonicPersonality© was originally conceived as a Web-audio marketing communication solution. Subsequently we have expanded the concept to include the full range of audio and video Web presentation techniques. For a more complete understanding of the SonicPersonality© concept you should visit SonicPersonality.com and 136Words.com. That said, this four-part article does speak to the audio component of SonicPersonality’s© complete audio-visual-performance marketing concept and implementation.

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Every business needs to do everything it can to stand out from the crowd, to differentiate itself from the competition. This is a major challenge for companies that sell substantially the same thing as their competitors.

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You would think that everyone in business would be able to tell you what they do and why you should be doing business with them; unfortunately the sad truth is many business executives can’t. In fact one of the biggest problems in designing websites has always been getting appropriate raw material that can be turned into meaningful presentations: a handful of badly written brochures and a few out-of-date photographs are not going to make much of an impression.

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Search Engine Optimization has become the holy grail of website design. There are an endless number of articles available on the Web, citing numerous tips and tricks on how to maximize your search engine profile. I find this never-ending game of catch-up with search engine programmers to be a futile exercise as it often leads to the corruption of your website content.

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We read the newspaper, we watch television, and we listen to the radio, but we experience the Web; this is what makes ‘The Website’ one of the most powerful marketing tools available to today’s marketing executives. Unfortunately conventional wisdom has stifled the ‘experience factor’ on most website presentations.

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The primary goal of all advertising, including website content is to be remembered. No matter what other marketing goal you want to achieve, if your audience doesn’t remember your presentation, it is a wasted effort and lost opportunity. All the money spent on attracting people to your website goes right down the drain if your content is instantly forgettable. With that in mind it is hard to believe how little thought is put into creating content that people will remember.

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The next generation of websites will have a vastly different way of communicating information to their visitors. Websites will evolve into true communication platforms that will take advantage of the Web’s multimedia capabilities and the Internet’s broadband penetration.

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