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There's no doubt digital media has
hit its stride and is rapidly changing the way we
communicate in a connected world.
Although images and messages from traditional media
such as newspapers, television and radio are still
relevant, it's getting more difficult for marketers
to be seen and heard if they use only these media.
To reach the new, plugged-in brand of consumer, creative
professionals need to tap into a variety of different
channels to command attention and communicate their
message.
"The technologically savvy consumer might rely on
their iPod, PDA, mobile phone and the web all in
one day to find information, be entertained or network
with friends, family and colleagues," says Steve Nichols,
Business Development Manager for Creative Solutions
at Adobe.
"Smart advertisers are now reaching out to consumers
with online and mobile device video, as well as other
forms of rich media content to develop their brand
and increase sales."
Digital media and video used across these devices
tends to be effective and measurable
– and can help
marketers and advertisers target specific audiences
with pinpoint accuracy.
"Video distributed via the web and mobile devices
is increasing because the hardware required to display
high-quality images is now within easy reach of almost
everyone," says Steve.
In addition, recent research conducted by US consulting
firm Marketing Evolution indicates the demand for
information via digital media has risen as 'social
networking' communities across the web and mobile
devices (such as MySpace) have become more mainstream.
The research points out that "For many users, social
networking is more than just something to do; it
is also the venue in which they do it. Watching streaming
video or TV programming, sending messages, listening
to music, or searching for the next great thing...more
and more users are enacting a broad spectrum of activities
from within the confines of their favourite social
network."
As a result, cross-media engagement has been central
to some of the most successful marketing and advertising
campaigns to date in 2007, with video winning scores
of attention. US research agency eMarketer also forecasts
that, as we move into the next decade, marketers will
put even more of their online budgets into video and
other rich media advertising than they do into display
ads, banners and other static placements.
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 To meet this growing demand, creative
professionals require an all-in-one design solution
to work with the new trends and have designs flow effortlessly between applications in web, print, interactive,
film, video and mobile environments. "The new Adobe® Creative Suite® 3 Master Collection includes all the
best Adobe tools available in one complete package,
for rich media content development as well as production
with more traditional design," says Steve.
"Designers now have the freedom to work across mixed
media with open-ended possibilities, and can balance
creative aspirations within the development environment
and tight client deadlines required by online and
mobile content." This includes tasks such as professional
page layout and print production, website development
and design, creation of rich interactive content,
visual effects and motion graphics, as well as video
capture, editing and production.
"The Adobe Device Central tool included with Creative
Suite 3 also helps creative professionals produce
engaging content for a broad range of mobile devices
and consumer electronics," says Steve.
"You can preview, test and optimise design images,
animation and other content created in Photoshop® Extended,
Illustrator®, Flash® and other Master Collection components
before loading it onto the mobile device for final
testing."
"Adobe Creative Suite 3 Master Collection is the new
must-have package for today's complex design requirements."
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