Information richness refers to the complexity and content of
a message. Traditional markets, national sales forces and small retail stores
have great richness. They are able to provide personal, face-to-face service
using aural and visual cues when making a sale. The richness of traditional
markets makes them powerful selling or commercial environments. Prior to the
development of the web, there was a trade-off between richness and reach. The
larger the audience reach, the less rich the message. The web makes it possible
to deliver rich messages with text, audio, and video simultaneously to large
numbers of people. Audio, video and text marketing messages can be integrated
into single marketing messsage and consumer experience. With the use of e-commerce
and the Web, information richness does not have to suffer as a result of a
larger audience.
For instance, Zalora has its own Youtube account to deliver
their marketing message through integrated text, audio and video. Zalora is the
Asia’s leading online fashion destination as well as the largest and fastest
growing fashion focused e-commerce site in Southeast Asia that present in
Singapore, Indonesia, Malaysia, Brunei, the Philippines, Thailand, Vietnam and
Hong Kong. With the videos posted in Youtube,
it enable Zalora to reach large number of people with their message.
