Building a Business Case for Rich Media Applications

For manufacturers and retailers alike, rich media and rich Internet applications drive sales by boosting conversion rates and increasing average order size. According to a recent Forrester report, "The Business Case for Rich Internet Applications", RIA's are popular because:

People know them and like them
They enable tasks that HTML can't
They get results

As you think about incorporating rich media and rich Internet applications on your web site, please remember:

The goal of any addition to your web site should be to improve your customers' experience. Use these new technologies to help customers visualize your products. One drawback to the Internet is that it creates touch-and-feel barriers. Use rich media and RIA's to overcome that barrier.
Be sure that the rich media and RIA's accurately reflect your brand and increase brand awareness. Nothing will hurt your brand more than to have customer's let down because their expectations were not met.
Though developing rich media and RIA's can be complex, to the end-user they should seem simple and work flawlessly. Make sure they are easy to use, contain great content, and help your customers visualize the product.
Brainstorm different uses for these new technologies such as 360-degree views of products, video testimonials, video casts of product demonstrations, and applications that give customers the ability to attach and detach components.

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