Melon Corporate Blog
A case for audio and video in online content
I recently went to a talk where different learning styles were discussed and the studies done by Hermann Ebbinghaus really struck a cord with me.
Apparently we only retain in our memory;
- 10% of what we read
- 20% of what we hear
- 30% of what we see
- 50% of what we see & hear
What great motivation to include audio, images and especially video in your email and web campaigns.
You can include images (photos/graphs/diagrams) that support messages conveyed in your audio section.
Video combines both what you see and what you hear.
Including some video content also caters for those that prefer to have choices about how they source their information. An email or website with text, images, audio and video offer so many avenues to learn about your company or product.
The trick though is to keep your video and audio content succinct. Focus on your key messages otherwise viewers will switch off. We all apparently all have rather short attention spans for absorbing new information 
For more information on Hermann Ebbinghaus see:
http://en.wikipedia.org/wiki/Hermann_Ebbinghaus
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