Content marketing is nothing new, and the importance of images among that content is not either: marketers have been using the power of images for years, if not centuries, to attract customers, position their products and increase brand awareness. . But with the arrival of the Internet, a new scenario arose: the channels through which to communicate with the consumer proliferated, the concept of “sharing content” changed due to the emergence of social media, and the mobile made content always available available to any consumer. This led to a sustained increase in content creation (also visual) and 2.6 billion images are currently shared every day through various channels.
And yet marketers trust the power of such images less than ever. At least that’s what emerges from a new report from the Curalate and the Internet Marketing Association on the state of visual commerce. And it is that only 7% of those surveyed believe that their visual content is helping to achieve the established marketing objectives and few more (11%) are those who think that their visual strategy through the different channels is very effective. Of course, if you ask them in which channel they are doing better, they are clear: social networks.
Although it should be clarified that, to begin with, few people know how to measure the ROI of images. 3 out of 4 marketers say that there is increasing pressure from companies to show the results of visual content, but half of those surveyed do not know how to measure the effectiveness of this visual marketing. Among the most used KPIs are clicks, conversions, traffic and income, but they are not quite conclusive for most professionals.
If something is clear, it is that visual content is not something you can give up: 84% of marketers distribute images on social networks, and 77% in email campaigns. They are also more than half those who use visual content in digital ads, print, on the web ecommerce and in the stores themselves. However, the use of images through mobile phones is South Korea phone number list still low, both on the web and in branded apps. In any case, something in which almost everyone (88%) agrees is that it is important to personalize the content and adapt the type of image to each channel. Something that, however, only 22% of marketers are doing. In addition, a large majority believe that more images should be used in emails (8%), ads (15%) and in the ecommerce environment (15%).
Although undoubtedly the great pending issue is in mobile marketing, since only 1 in 3 marketers is using visual content to reach potential consumers on mobile, and all recognize that their images are weaker both on mobile websites and on websites. apps. As for the main challenges to carry out an effective visual commerce strategy, they are clear: choosing powerful images, developing new creative content, measuring ROI and budget. Success requires better visuals, more insight into what works (and what doesn’t), and better tools to measure performance across channels.
The ROI of the images being used may not be well measured, but no one has doubts about the indisputable effectiveness of the image in marketing strategies. To begin with, because human beings remember 10% of what they hear, 20% of them read it, but 80% of what they see.
In fact, more than half of consumers claim to feel more identified with brands when they share photos (compared to other materials) and articles with photos register up to 94% more visits than the rest. And according to a Bloom Reach report, for 93% of consumers, the impression produced from a product image is the first factor that prompts them to buy it.