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Rescooped by Daniel Armstrong from Integrated Brand Communications
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Marketing Evolution: How Brands Can Move From Text To Images | Business 2 Community

Marketing Evolution: How Brands Can Move From Text To Images | Business 2 Community | Direct Marketing | Scoop.it

There are two primary sources of imagery: consumers and brands.  Instagram is heavily biased toward user-generated content — photos taken in the  moment by consumers eager to share their lives. For example, Instagram users tag  Starbucks in images over 10,000 times daily.

 

Conversely, Pinterest  is dominated by images supplied by brands. Over 85% of Pinterest engagement comes from consumers saving  images from the Websites/blogs of the brands they visit. Taken together,  these platforms represent a powerful continuum of the things people want  (Pinterest) and those things in action (Instagram).

 

Pinterest, in particular, is driving substantial results for brands. Unlike  Instagram, images on Pinterest link back to brands. Those links have enabled  Pinterest to become the Web’s third-largest traffic referral source. For  numerous retailers and publishers, Pinterest has actually become their top  referral source. The traffic converts, with average shopping cart sizes over 75%  larger than Facebook.  That’s not surprising when you consider 70% of Pinterest users use the service  to look for shopping inspiration.

 

Digital marketers will need to adapt to these new visual conversations in  order to drive consumer engagement and revenue. But, like all things worth  doing, this isn’t easy.

 

Read more at http://www.business2community.com/marketing/marketing-evolution-how-brands-can-move-from-text-to-images-0475839#Jms0etkQibWKITSz.99


Via Russ Merz, Ph.D.
Daniel Armstrong's insight:

It is clear consumers are increasingly communicating through social media outlets with pictures rather than words. Between instagram and Facebook alone, consumers are generating nearlly 2.5 billion images every week. This articles discusses how brands will need to adapt to these new visual conversations in order to drive consumer engagement and revenue. There are two primary sources of this imagery, consumers and brands. Instagram  is heavily biased on user generated images while social media outlets like pinterest rely on brands to supply images. 


So what’s a digital marketer to do to get started in this new world of marketing without words?

1. Leverage user generated content -Encourage fans and employees to share their brand stories and ask for permission to highlight these photos.

2. Don’t do it alone – Cultivate relationships with those that engage with you frequently. Provide these advocates exclusive content to share and invite them to collaborate on your visual presence3. Make your site shareable – Integrate “PinIt” buttons throughout your site. If you’re still using Flash, stop!

4. Be authentic – Know your brand identity and your brand voice. Even if you don’t have your own content to share, make sure the content you do use fits your brand’s personality.


"Every shift in consumer behavior brings with it both significant challenges and incredible opportunities. By adapting to this new behavior, you humanize your brand and migrate from transactional relationships with your consumers to emotional relationships with your fans."

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Alina Oleinik's comment, May 9, 2013 8:03 PM
Between Facebook and Instagram alone, consumers are generating nearly 2.5 billion images every week. The introductory sentence of the article is a good way to summaries how important images have become. There are two types of imagery; consumer and brand. Instagram is full of consumer imagery, as people take photos of the things that they come across in their lives. They tag places or products, such as Starbucks, to show their followers where they are and what they are up to. On the other hand, the website Pinterest is a place for images to be linked back to the brands they become to. These links have let Pinterest to become the the Web's third largest traffic referral source, showing the interest marketers need to pay to these online imagery sources. This article provides 4 steps that marketers should follow in order to achieve successful digital marketing. These are: 1) leverage user generated content - this means that marketers should encourage their consumers, fans, and employees to share their brand stories and ask for permission to highlight these stories. 2) Don't do it alone - build relationships with those that engage with you frequently. 3) Make your site shareable - this can be through Facebook, Pinterest, Twitter etc. 4) Be authentic - Know your brand personality and use content which fits. It is important for marketers to always be aware of the changes in the environment and adapt in order to constantly relate to their consumers.
Kate Corkery's comment, May 10, 2013 12:31 AM
as this article shows there are apx. 2.5 billion images being generated every week just through facebook and instagram. this shows that pictures are becoming the way to share their thoughts and emotions as opposed to words.

in the past many companies have been using key words to engage with their cusomers. images are becoming a core part of the social experience. it is more visiyal and creates more of an emotional connection between the brand and the consumer.

marketers need to adopt to this new style of communication through images. this has been lacking with many larger companies and is starting to show that it will help to increase consumer engagement with the brand. it will give it a more 'humanized' feel and look. many consumers prefer this to purchasing from a large 'robot' company.
Rescooped by Daniel Armstrong from Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing
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What is direct marketing, anyway. Week 8 - Direct marketing: The ultimate in consumer engagement?

What is direct marketing, anyway. Week 8 - Direct marketing: The ultimate in consumer engagement? | Direct Marketing | Scoop.it
As touchpoints and technologies evolve, so does the definition of direct marketing.

Via Mike Kirkwood
Daniel Armstrong's insight:

The definition of direct marketing depends on whether you're a traditionalist, digitally focused or a multichannel maven. Something we can all agree on though is that Direct marketing is not restricted to direct mail through the letter box or email, but is direct, talking to, or with, specific, targeted customer, with relevancy.That means it creates a virtuous cycle of gathering and using customer data to improve those communications over time. Done well, it will also increase customer engagement and loyalty, as well as marketing and sales performance.

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Peter Simunovich's comment, September 22, 2013 10:47 PM
I have to agree with Jamie’s opinion on direct marking as when the data on consumers is used properly it can help to increase the consumers engagement and loyalty through sending the right personalized message to the target consumer.
Matthias Röse's comment, September 26, 2013 10:10 AM
The title is well chosen for this article but it does not answer the question. I agree with the author that direct mail doesn’t equal direct marketing – especially through the new media. I think CRM and direct marketing have to work closely together to really start the virtuous cycle the author promises. Both base on good knowledge about the customer and have to contact him so that it might sometimes be hard to tell what is CRM and what is direct marketing. For me direct marketing means finding the individuals within your database that are relevant to the upcoming marketing strategy and contact them directly. Thus direct marketing aims to enhance sales directly while CRMs goal is nowadays direct marketers have to use more channels that might be cheaper, more relevant to the consumer and better suited for delivering the message than direct mail is.
Josh Leuenberger's comment, September 26, 2013 11:18 PM
As @Curtis Milner has outlined in his comment direct marketing is easier in terms that it is easier to respond to a survey or newsletter. That is about you and targeted at you because you are more likely to be interested and give a more honest opinion. Specifically how direct marketing if done right can be very successful for a company as it helps improve customer engagement and customer loyalty. I agree that this is an affective method as the over all goal for a company should be to specifically look into a customer group and target them to purchase your product as it can be cheaper in terms of advertisement wastage.