Visual Marketing

If you are familiar and experienced words like info graphics, Vine videos, Instagram videos, YouTube Videos, Photographs that tell a story, you have experienced visual marketing. Considered a key component of modern marketing, Visual marketing has become more powerful with the increased usage of new age mobile phones. As per Comscore“a majority of consumers are "multi screening", accessing retail sites on mobile or desktop, so consistent experiences across device need to be deployed”. The experiences deployed across devices needs to be more visual and connecting so that consumers can easily recall the information shared with them.

It is believed that visuals are processed 60,000 times faster than text. Photos and videos account for 93% of the most engaging content on Facebook. Instagram shares, FB shares, YT shares are all evident examples of what people like. There are enough behavioral and cognitive theories to prove the efficiency of communication when done visually. However, the quality of the visual content definitely plays an important role in this entire process.

Visual Marketing in India is still developing and brands are trying to break through the clutter of visual noise online. To create a successful campaign the marketer needs to be nimble to the changing consumer needs and market environment – digital undoubtedly makes this possible. With online data analytics it is easy to understand specific consumer behavior towards your campaign. The idea is not to have one successful campaign but to build a brand that can sustain itself through your online efforts.

All the platforms your brand is present on need to have a consistency in the brands visual language. Only then the relevant consumer can eventually start identifying the brand and its values and become loyal to the brand. Sudhir Ramchandran who runs an online visual marketing company in Bangalore, shares his insights on how his team helped brands like Taj and F1 Singapore evolve their online presence. His team, which includes strategists, designers, copywriters, a technical and analytics team and animators develop what they call as morphing websites. The UX and IA of these websites is developed to handle the transformations and modifications of visuals continuously based on the analytics of changing consumer behavior. He says its important to align to changing consumer needs to reach the marketing goals. The approach is about being relevant and more focused to achieve conversions than just mass-market awareness.

Whatever you choose as the end goal, creating a relevant visual message can impact the way your consumers build the perception of your brand in their minds. So it is no more just a visual but a visual that represents your brand and a stepping stone to brand building.