VISUAL MARKETING

NAME : DEVI L.

ROLL NO. : 21BBA015

CLASS : 2 YEAR BBA

SUBJECT : MARKETING

MANAGEMENT
VISUAL MARKETING:

Visual marketing is the use of images, videos, and other pieces of multimedia content to
strengthen your brand and communicate with your target audience.

A brand can invest its resources in infographics, interactive videos, animated GIFs, data
visualization, and other types of content to successfully engage with their audience.

Visual marketing can be a part of every aspect of the Communication Mix. Marketing persuades
Consumer’s buying behaviour and Visual Marketing enhances that by factors of recall, memory

And identity. Growing trends in the usage of picture based websites and social networking
platforms like Pinterest, Instagram, Tumblr, timeline feature of Facebook justifies the fact that
people want to believe what they see, and therefore, need for Visual Marketing.

When you consider that 65% of people are visual learners, 90% of information that comes to the
brain is visual, and presentations with visual aides are 43% more persuasive, it makes sense to use
visual content types which people have an innate psychological resonance with.

Visual marketing focuses on using unique and relevant images. This, paired with specific design
elements to pull consumers in. Visual marketing campaigns are more likely to be shared and get
clicks than text ads would. As a business, investing in visual marketing is invaluable to your overall
strategy.
KINDS/TYPES OF VISUAL MARKETING:

1. Images:

The visualization of ideas by spicing up your text with some appealing and relatable images,
then the overall content becomes more readable. It will increase the probability of readers who
are reading your content until the end.

Adding quality images to your text content will enhance your visual content marketing efforts;
also in the appropriate direction.

2. Videos:

3D visualization of ideas in videos are the best way to present the whole idea in a fantastic way.
If the video gets combined with audio, it adds value to the content. It gives a positive impression
that you can also walk that extra mile for the quality. This will be an add-on to your basic visual
content marketing strategy as it will put a better impact on your audience.

Also, videos prove to be very useful in describing the product and services that your brand offers.
You can add any type of video to your content. For instance, you can add explainer videos,
demonstrations, testimonials or how-to videos.

3. Infographics:

Infographics are a wonderful tool to represent your data in a visual format. It comprises of text
in the image. In your infographic, you can include your promotional endeavors like your
networks of key influencers, social media etc. An infographic can become an integral part of
your visual content marketing strategy.

You have to keep in mind that your design and layout should be as impactful as it could be. Your
data has to be conveyed in a design which is a combination of good shapes, colors, and fonts.
Also, you should try to include accurate and relevant information. Many a time it happens that
mundane statistics can be brought to life when conveyed as stunning visuals.

This will reap you quick and true rewards for your infographic.

4. Memes:

We all find memes really humorous and they are quite popular in the realm of digital media.
Nobody has ever thought that memes would play a role in visual content marketing; when they
first started to be used as a form of entertainment among college students. But now they represent
a quirky form of visual content.

You can also create your own meme and set yourself apart from your competitors. But before
creating, ensure the type of audience. Another plus point of using memes is that they give you
the luxury of creating in-house jokes about your industry. This could benefit you in establishing
a community around your brand.

5. Presentation:

They serve the almost same function as an infographic but focus more on appealing designs,
color and lengthy content. Some-time before, presentations were restricted to only board rooms.
But now, with the help of Slide Share, you can share your presentation with the world; thereby
expanding your business reach. A good representation allows you to communicate with your
audience irrespective of the device they are using.

Keep in mind that you follow the consistency throughout your presentation. Proofread your
content for spelling and grammar mistakes.

6. Screenshots:

With the help of screenshots, you can provide your audience with the actual working of your
product or service. Along with screenshot, you can combine a marketing copy or a testimonial
to boost your credibility. This will give a jolt to your visual content marketing, thereby increasing
your profits.

Screenshots might not be that appealing to you but they can be hugely used as a trust-building
tool for your audience. Capture customer reviews or testimonials that are there on industry
forums or social media. Those screenshots can be used in infographics or Slide Share
presentation as they will bring meaning to the stats or information you are presenting.

VISUAL ENGAGEMENT:

The next level in visual marketing is visual engagement.

Visual Engagement means “is all about real-time collaboration with customers on channels that
feature a dynamic visual element”. Visual engagement helps you to quickly grasp how the
practice can better serve your customers and bring value to your business.

TECHNIQUES/TOOLS TO USE VISUAL ENGAGEMENT:

The four primary visual engagement tools which enhances visual marketing by transforming
passive customers to active customers are

1.Video conferencing:

Video conferencing or video chat is familiar to everyone and marketers can enable visitors to
their marketing content to start a video chat with a sales rep with the click of a button. This offers
a more personalized experience than live chat, and gives customers the satisfaction of knowing
they’re not engaging with a bot.

Video conferencing can also be used for webinars, giving customers an opportunity to ask
questions and see software in action.

2. Screen sharing:

Screen sharing allows you to assist your customers with online sales and customer support. With
this visual engagement tool, you can arrange product demos for your customers by sharing the
screen.

3. Co-browsing:
 Co-browsing solution allows agents to interact with your customers in real time on the website
or mobile apps. You can collaborate with customers and manage their browser to proactively
guide them in the right direction, which accelerates sales conversions with one-on-one
interactions.

4. Web annotations:

Website annotation allows marketers to add annotations to any site on the web. For example,
you could share a third-party website with relevant statistics and add annotations to explain how
different data points relate to your product or service or you could share a news article that was
written about your company and annotate the text with relevant marketing copy.

PROS AND CONS OF USING VISUAL MARKETING:

1. PROS:

1. Engagement:

One of the biggest pros about visual content marketing is the fact that it boasts stronger
engagement compared to other content formats. Audience members are about ten times more
likely to engage with visual marketing than any other type of content. Visual content marketing
also performs the best on social media platforms, compared to any other type of marketing.

2. Natural understanding with consumers:

Visual content is text data or statistics displayed in the form of images or videos. It has a graphical
representation of information, which is also easier for a person to understand and retain that
information. This places a critical role in content for viewers that may not understand the data
mentioned included within the material. However, if images or videos used to explain the
information further, that can make difficult topics relatively more understandable.

3. Supports in oral communication:

Oral communication is enhanced when visual aids are used. It’s important to pair the correct visual
aid with the type of oral information presented. For example, a manager discussing a data-intensive
topic, such as a company’s fourth-quarter financial results, should consider passing out a handout
that details the financial information. Presenting the information in a table format, or using a chart
or graph to highlight key financial results, increases the audience’s understanding and encourages
participants to ask questions.

2. CONS:

1. Design issues:

If a visual aid is not properly designed for its intended use and audience, it can lead to a breakdown
in communication. For example, a business person presenting a new product launch must consider
the size and color of the product images he wants to show to the audience. The size of his audience
determines the size of the pictures he will present. A large audience requires large images that
might be shown on a screen so they are visible by everyone. A small audience, such as one that
can be seated around a conference room table, can be shown images from a brochure.

2. Distraction from the message:

A visual aid with the wrong information can cause a distraction and detract from the message the
image is supposed to convey. For example, a discussion of a company’s U.S. manufacturing plants
might be accompanied by a map showing the location of these plants within their respective states.
But if you include irrelevant information, such as tourist sites, it can distract the audience from the
purpose of the map – to show the location of manufacturing plants. If you are making a presentation
using slides, always try to be in charge of the remote or computer used to click to the next slide to
ensure your words coincide with the graphics presented.

3. Time and cost consuming:

A major concern many businesses have when deciding to implement a visual marketing strategy
is the amount of time visual marketing content takes to produce and the cost it takes to produce
excellent quality content. Visual content marketing can take a lot of time and money so this
should be something you think about before you decide to implement a visual marketing strategy
that may not pay off.

EXAMPLES:

1. The power of emojis in 2015:

One reason Domino’s has become such a popular brand (particularly with a younger demographic)
is its ability to tap into current social trends.

So, recognizing that emoji had become a language of its own, it decided to provide digitally-savvy
consumers with the height of convenience – a service that allows you to order merely by tweeting
the pizza emoji. Checkout this Domino’s video from 2015: https://youtu.be/NtdLsJsObrU

2. Daniel Wellington’s #WheresWellington:

Ever played the game Where’s Wally? That classic picture book is what inspired the team from
luxury watch brand Daniel Wellington to create their latest visual marketing campaign on social
media.

While re-sharing user generated content is nothing new for Daniel Wellington, the team decided
to put on a creative twist on their usual visual content strategy.

Instead of merely re-sharing the best images from customers, Daniel Wellington used the hashtag
#WheresWellington and asked followers to guess where each photo was taken.
The act of gamifying their visual content helped to boost engagement rates for Daniel Wellington
on social media.

The simple step of having to guess the location of each piece of user generated content gave
followers an added reason to like, comment and share their posts.

As a result, Daniel Wellington’s #WheresWellington campaign content saw significantly higher

engagement rate than their normal social media posts.

With more users interacting with these visuals, the platforms deemed this content to be interesting
and relevant (thereby boosting the reach of these posts).

3. TOMS ‘One Day Without Shoes’ in 2015:

TOMS’ #WithoutShoes campaign is designed to raise awareness of how an inability to afford or

access shoes can affect a child’s quality of life, such as not being able to go to school.

Of course, TOMS is doing more than simply raising awareness. For each person who posts a
unique image of bare feet with the hashtag #withoutshoes on Instagram on the designated day,
TOMS donated a pair of shoes to a child.

The success of this campaign is due to the stunning-yet-evocative user-generated imagery that
makes viewers take notice while drawing attention to a worthy cause.