December 05, 2012
Want Customers' Attention? Get Visual
By Steve Anderson
Contributing TMCnet Writer
A recent survey from Matter Communications revealed that there was a way to catch the attention of potential customers across a wide variety of media and promotional types. For marketing, public relations, and social media alike, the way to catch attention and hold it was surprisingly common across all three major substrata of marketing. The Matter Communications survey discovered that, to make marketing materials of all stripes more engaging, using visual content caught and held customers' interest much better than those who didn't use it.
The survey revealed just how valuable visual content was in terms of marketing, public relations and social media initiatives. Fully 95 percent of respondents believed it was very important to use such materials in online marketing, while 89 percent put action to that belief by either currently using it or having plans to do so in the works. 87 percent believed that even traditional marketing depended on visual content, and 80 percent were planning to budget some form of visual content marketing with the arrival of 2013. As for social media, 96.7 percent advanced the belief that visual content had the best engagement when it came to that particular section of marketing.
It's not just marketers who feel this way, either; Facebook (News - Alert) advanced some data of their own that shows that, overall, visual content drives responses on their own service. Posts that included a video offered 100 percent more engagement than those without. Posts with a picture yielded 120 percent more. Posts with a full photo album, meanwhile, picked up 180 percent more engagement than those without.
The CEO of Matter Communications, Scott Signore, responded to the survey with some remarks, saying, "Brands of all flavors see higher engagement with their customers when they deploy visual content across their marketing disciplines – from social and public relations, to web site content and even static marketing materials like annual reports." To that end, Matter Communications put forth something new for its customers, Studio-C, which helps generate visual content that's providing such improvement in engagement.
Most marketing does depend at least somewhat on visual impact. Social media and online marketing is mostly visual; sure, it's possible to do audio-only advertising online and on social media, but to what end? Even text-based advertising is visual, as text is processed by visual receptors. Why produce audio when text will do essentially the same job? Backing it up with photos and video helps break up large blocks of text and makes it more accessible. Marketing that is more accessible becomes more engaging, as those targeted don't simply give up and walk away.
Getting visual components involved in marketing and social media efforts will go a long way toward providing the necessary engagement to not only get potential customers interested, but keep them interested. Potential customers that are interested are much more likely to become actual customers, and the more actual customers a business can get, the better off they are in the long run.
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Edited by Brooke Neuman