Media is the ‘means’ of carrying your message to your market.  Increasingly, online media includes not only your website but the media it contains.

Take VIDEO.  It’s engaging.  It’s consistent.  It’s inviting of the response you want from visitors.  Here’s a good example from the email solution provider called Bronto:

Using video to provide testimonials — in  lieu of text — is a powerful way to get your message across.

KEY POINT:
in the 1960’s Marshall McLuhan wrote “The Medium is The Message”.  Digital media — like video on your website — brings new meaning to that statement and new opportunities for you