Content marketing isn’t so much a trend as it is a longstanding brand tradition. For decades, marketers have been utilizing imagery and the power of storytelling to engage their customers, to position their products, and to grow their brand.
But while content marketing isn’t new, it has certainly evolved. Digital media has proliferated the channels on which content lives. Social media has diversified the ways in which content is shared. And mobile has made all of this content available anytime, anywhere.
As a result, the way consumers are shopping has dramatically changed. The shopper of today is discovering products in many new places, buying across channels that limit control, and turning your products into “visual experiences” of their own. At the center of all this action is the image. With more than 2.6 billion images shared daily across the visual web, your brand is no longer just vying for clicks. You’re competing for revenue.
While images are core to the way brands and consumers communicate, the pressure to maximize the return on visual commerce is growing. Fast.
Our new market study—The State of Visual Commerce—illuminates how marketers are investing in authentic lifestyle images; how success is being defined and measured; and where marketers need support to effectively marry visual content and commerce. Here’s a taste of what we found.
- 77% of marketers agree that there is an increasing amount of pressure to show ROI on visual content.
- Just 11% of marketers believe that their team is leveraging images “very effectively” across the entire breadth of their marketing channels.
- Marketers feel that their visual content is strongest on social and weakest within mobile commerce environments, as well as apps.
- In order to succeed, today’s marketers need access to better images, better insights, and better tools to measure how images perform across every channel.