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Marketers fail to leverage visual content: Study

Show, don’t tell – many authors are told. This would be applicable for marketers too when it comes to photography, videos, infographics and illustrations. About 65 per cent of marketers feel that visual content is important for communicating their brand story. However, only 27 per cent of marketers say they have the ability to leverage these visual assets, according to a CMO Council study.

Visual content is core to customer engagement and the study says that its usage will increase in the coming year. The most dramatic increase will be seen in videos, according to 79 per cent of marketers.  Following videos will be, infographics (60 per cent), photographs (50 per cent), and illustrations (41 per cent).

A research by Zabisco found that when it comes to visual content, 40 per cent of consumers prefer it over plain text.

The production of infographics increases by one per cent every day according to another estimate.

However, there are many challenges that marketers face in leveraging visual content such as internal silos and disconnected content development strategies.

“Marketers have been remiss in approaching the visual asset dialogue as part of the strategic customer experience and engagement dialogue. Perhaps because visual assets have long been the domain of creative or agency resources, the conversation around maximizing value across the organisation has fallen off of the priority list. But as customers continue to react in meaningful ways to visual media, marketing cannot afford to stand idly by and not include visuals in the content ROI agenda,” said Liz Miller, Senior Vice President of Marketing for the CMO Council.

“Companies will continue making massive investments in the production and procurement of visual media assets because of the obvious and powerful impact on audience engagement and customer experience. Yet as the study shows, hiding these assets away in team silos is destroying the greater organisation’s potential return on content investments. As more content is captured and created, companies will need to rebalance their focus with a greater emphasis on strategies behind digital asset management, including centralisation, storage and accessibility,” explained Andrew Fingerman, CEO of PhotoShelter.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.