The Importance Of An Omnichannel Visual Marketing Strategy
Nowadays, most consumers are constantly bombarded with information and advertising from multiple different channels. While websites and mobile apps offer a look into a brand from a digital perspective, there are also physical touchpoints to consider, from storefronts and billboards to printed flyers and posters, to name a few. Customer loyalty is pivotal in the modern age, with brands having to deliver marketing strategies with precision, and with assets that address their pain points eloquently.
Brands that can capture the ever-dwindling attention spans of consumers across multiple touchpoints often do so by presenting a consistent and predominantly visual marketing strategy.
In such a crowded marketplace with increasing numbers of prospective consumers becoming desensitized to repeated marketing spiels, brand marketers have the constant challenge of trying to maintain a competitive edge, and set their brand apart from the crowd.
An omnichannel marketing strategy is essential for creating a seamless and engaging experience across all relevant touchpoints. It leverages the power of immersive, interactive, and dynamic media to capture your audience’s attention, engage with your brand on their own terms, foster the desired emotional responses and connections, and ultimately, drive continued brand loyalty. Cover photo by Serpstat.
The Rise of Visual Communication
Visual communication has become increasingly important in recent years, particularly as so many facets of modern life rely on the Internet and social media engagement.
Information overload is a constant challenge for many consumers in the digital space, being surrounded by sponsored social media ads, organic branded content, display ads on sites they visit, and more. Visual content can convey complex messages quickly and effectively, more so than long-format text which is better for delving into topics or issues in finer detail.
However, most top-of-the-funnel marketing assets are simply curated to capture prospects’ attention, illustrating who you are, what you do, and how you add value, in a few seconds. It’s often colloquially mentioned that a video is worth a million words, with studies showing that people are more likely to remember something if they see it rather than if they read it. People are naturally drawn to dynamic content like videos as they’re more engaging and entertaining than text. However, the same can be said for other types of immersive content.
The Power of Immersive Visual Media
Immersive visual content takes visual communication to a whole new level. By creating dynamic, interactive, and highly engaging experiences, brands can captivate their audiences and forge deeper emotional connections. Brands can find their prospective customers expressing more of an intent to trial or examine products in more detail if they are immediately hooked into what they do and how they work, and, above all else, whether it meets their current needs.
Immersive videos, photos, and real-world content can take many forms. While static images and infographics can offer a primary glimpse into what a product is, immersive visual media (if created correctly) can get them closer to the product – and the end result – on their own terms.
For example, if you sell kitchens or bathrooms, offering an immersive 3D visualization tool where consumers can design their new room with new fittings can be a great way to push them further along the funnel. Similarly, presenting real-world videos and demos of cutting-edge sports simulation systems offers end users the chance to envision themselves in a similar situation. Text and photos, while still useful, can only do so much. The fundamental principle is that dynamic content can allow prospects to see how a product could solve their current pain points.
Here are some examples of immersive visual media that can be incorporated into an omnichannel marketing strategy.
- Product demos: Interactive product demonstrations allow customers to explore products in detail, zoom in on specific features, and even simulate using them in the real world. In-depth demos don’t have to be long-winded to be effective.
- In-action shots: High-quality videos showcasing products in use, or with the help of props can help customers visualize themselves using the product, fostering a sense of desire and emotional connection.
- Video case studies: Storytelling through video testimonials and case studies can showcase real-world examples of how customers have benefited from a product or service, establishing trust and credibility.
- Augmented Reality (AR): AR technology enables customers to virtually “try on”, experience or visualize products in a particular environment. This drastically enhances the shopping experience and reduces many barriers towards conversion, especially if there is no obligation to buy.
- 360-degree videos: Immersive 360-degree videos can transport viewers to different locations, events, or behind-the-scenes experiences, creating a sense of being there and fostering brand affinity. Allowing viewers the chance to explore a virtual environment in their own time can be a memorable experience.
Fostering Brand Loyalty through Visual Content
Compelling visual content helps brands tap into the emotive side of consumer behavior, which is a key driver of increased loyalty. Engaging assets used as part of an omnichannel strategy can allow consumers to interact with brands in many ways across a broad spectrum of channels.
Thought-provoking and memorable visuals have the power to create lasting impressions for consumers that strengthen the bond between themselves and your brand. For example, remarketing campaigns with visual assets allow customers who may have already perused your website and e-commerce store, to be fed subtle ‘reminders’ about the product(s) they may be interested in. These could be in the form of sponsored social media ads, email ads, or display ads on other sites they visit.
Interactive content (i.e. anything that the viewer can control and dictate the narrative/flow of), can be tailored to specific audience segments, based on where they are in the stage of the marketing funnel. For example, casting a wide net for prospective consumers at the ‘awareness’ stage of the marketing funnel would need different assets and visuals from those who are more familiar with your brand and products. Those in the ‘consideration’ or ‘decision’ stages could benefit by having bespoke, personalized and dynamic content (in the form of follow-up emails, video ads, or personalized messages) that allows them to make more informed decisions about converting. If these are visual and engaging, you stand a better chance of converting another customer.
An omnichannel approach ensures that visual experiences are consistent and aligned across all touchpoints, reinforcing your brand’s identity and values, while fostering a sense of community and trust among consumers. The more visually enticing and shareable your content is, the more amplified your reach and engagement potential is.
Implementing an Omnichannel Visual Marketing Strategy
It’s vital to understand the preferences, pain points and behaviors of your target audience to identify the right types of visuals that resonate with them. Evaluate your existing visual assets and identify areas for improvement, gaps that need to be filled, or the type of content that strikes the desired response. Use your findings to develop an omnichannel content plan that aligns the types of media to produce with the channels you use, along with the frequency of content distribution.
Optimize each visual asset for the specific channel(s) you use, ensuring proper formatting, sizing, and resolution for seamless and uninterrupted viewing across all devices and platforms. Once your campaigns are underway, be sure to continuously monitor their performance and aggregate data and insights to influence and refine your strategy going forward.
Finally, be sure to invest in high-quality digital products and services like video production, photography, graphic design, and others to ensure your engaging visuals are of the best possible quality, and accurately represent your brand.
