InstaBRAND: The Rise of Visual Storytelling in a Content Marketing World
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Transcript of InstaBRAND: The Rise of Visual Storytelling in a Content Marketing World
WHY NOW?
TECHNOLOGY(Disruptive)
Hardware & Coding Edition
DEATH OF THE HOME PC
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100000000
200000000
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400000000
500000000
600000000
700000000
800000000
900000000
1000000000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Units Sold
Personal Computers
Smartphones
Tablets
Source: Gartner, IDC Strategy Analytics, company filings, Business Insider estimates
SHIFT IN ECOMMERCE
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012
PC
Smartphone
Tablet
Source: Monetate
Website Traffic By Device
RESPONSIVEDESIGNA Quick History Lesson - Then & Now
1996-2000 HTML WYSIWYG Editors
2001: Content Management Systems
2001 - Tableless, Fluid/ “Liquid” Layouts
2010 - Now - HTML5/Mobile Applications/Responsive Design
2005 - Adobe Flash
Coded Web Timeline
User Experience
INFORMATIONOVERLOAD
“We’re overwhelmed by data and info, we want things that make communica;ons more simple, less complex.”
-‐ Jason Korman, CEO of Gaping Void
“GeAng informa;on off the Internet is like trying to take a drink from a fire hydrant.”
-‐ Mitchell Kapor
“Anyone?”
Social Is Visual
44% of usersARE MORE LIKELY TO ENGAGE WITH A BRAND THATPOSTS PHOTOS VS. OTHER FORMS OF MEDIA
Source: ROI Research
Site Retargeting
“Don’t put all your eggs in one basket.”Average CTR : 0.21% - Marketing Sherpa, 2008
WHAT IS YOURDIFFERENTIATION STRATEGY?
“Never judge a book by its cover.”
90% of informa?on transmi@ed to the brain is visual, and visuals are processed 60,000X faster in the brain than text.
-‐ Source: 3M
1 month after the introduction of Facebook timeline for brands, visual content -- photos and videos -- saw 65% increase in engagement.
Source: Simply Measured
...then they bought Instagram.
Your customer is the new C-Level boardroom executive.
THE SOLUTION?
Photos Videos
Infographics Memes
Comics Visual Note-taking
6 Types of Visual Content
B2C Case Study: Whole Foods
B2B Case Study: Maersk Line Positive reinforcement in the # of impressions or subliminal repetition
Visual does...
Sell
Brand Awareness Promote Events Educates
Brand Position Product Launches
WHAT DOES THE
FUTURE HOLD?
True Social/Mobile CommercePlatforms and Apps Have To Evolve
for Publishers and Advertisers
Luminate Image Platform
•A Return To Traditional (of sorts)
•An “All Access Pass”
•Images Add Value
•Continued Growth
•Big Data Equals Big Opportunities
Takeaways
•Get your customers involved
•Keep context top of mind
•Focus on the experience
•Utilize your SMEs
•Go back to the future
•Measure the data
Actionable Items