Attention all digital marketers – customer behavior is
experiencing a major change, and it’s going to affect how you engage with and grow
your audience. Specifically, it involves a migration away from text towards a
much more emotional medium – images. Turns out, between Facebook,
Instagram, and Tumblr, consumers share 5,000 images every second of every single day.
Today, in order to be relevant and loved, your brand must
think visuallyy and cross-channel. Marketing without words enables you
to tap into the power of images – emotions. Images cause people to react, and
those reactions can humanize your brand.
Smart brands are investing in capacity-building now. They’re
learning to measure visual engagement, testing visual campaigns, creating
visual content, and leveraging the content fans have created. These brands are
generating awareness and revenue while it is still easy to stand out from the
crowd. Apu Gupta, CEO and co-founder of Curalate, a marketing platform for
the visual web, shared with
Forbes interesting examples of how brands are using these new visual
platforms include:
Collaborate with
Fans–Visually
Auto brand Buick turned to Pinterest to source the
interior and exterior design elements of their new 2013 Encore,
asking nine leading design, food, and fashion bloggers to create thematic
boards based on each individuals’ passions and lifestyle. Buick’s designers
then took inspiration from these boards, which included summer-inspired
photography, the chevron pattern, and recipes, to impact the
vehicle color, texture and feel. In addition to generating 17 million unique visitors,
followers, and users across their social properties, the campaign gave Buick
the opportunity to engage with their community visually, generating strong emotional connections and provided the brand with insight on the lifestyle of
its consumers.
Creative Optimization
In addition to social media, innovative brands are trying to
repurpose images from Pinterest and Instagram for the purposes of the image in
a display ad. Ben and Jerry’s asked fans to post photos of themselves enjoying
ice cream on Instagram accompanied by the hashtag #captureeuphoria. Two-dozen
of these fan photos were then selected for and used in print and outdoor
advertisements.
Social Proof
Retailer Free People’s ecommerce site now enables and
encourages consumers to upload photos of themselves wearing Free People
clothing on specific product pages. The authenticity of seeing real people
celebrating Free People’s products provides an endorsement for potential buyers
to see.
So marketers, know your brand identity and your brand voice.
Even if you don’t have your own content to share, act as a curator and share
content that fits your brand’s personality.
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