Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Micro Content, Maxi Effect — How Shifts Toward Visual Content Will Impact Marketers

Micro Content, Maxi Effect — How Shifts Toward Visual Content Will Impact Marketers | Integrated Brand Communications | Scoop.it

The written word seems to be on the decline, at least in the online space. Articles and white papers have morphed into blog posts and status updates. Hashtags, acronyms and emoticons stand in for sentences.

Russ Merz, Ph.D.'s insight:

The increased usage of mobile devices is driving the move toward greater emphasis in visual #content by marketers. Allows for more efficient communications.

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Visual Content: Which Brands Are Showing Marketers How It's Done?

Visual Content: Which Brands Are Showing Marketers How It's Done? | Integrated Brand Communications | Scoop.it
We asked the experts -- speakers at this week's Content Marketing World event -- to weigh in on who stands out on visual content platforms. Find out which brands are showing marketers how it's done...
Russ Merz, Ph.D.'s insight:

Eight examples of how #brands can use #visual content to stand out from the crowd.

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Karen Resch McKeown's comment, September 17, 2013 9:40 AM
Some good best practice companies mentioned to check out! Loved GE on Instagram.
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Everything you need to know about using images to enhance your brand | SmartBlogs

Everything you need to know about using images to enhance your brand | SmartBlogs | Integrated Brand Communications | Scoop.it

Content creation can be one of the toughest areas for a business owner to handle. Knowing what to post and coming up a stead stream of new ideas is not always easy. Content creation is also time consuming to put out onto the social networks, so much so that many businesses just give up. This guide is created to simplify the process of content creation, starting with images.

 

Images are the cornerstone of social media today. Why do you think social networks like Instagram and Pinterest have become so popular? They are all about images. People surfing the Web today are overloaded with so much information, that they are in a hurry to get through it all. So, what’s the quickest way to absorb information? It is through the use of images.

 

One thing to remember when choosing your images is to know for which social network you are choosing them. For instance, the images you use on Pinterest might be different from what you post on Facebook.

Russ Merz, Ph.D.'s insight:

A very useful primer on the use of #images on #socialmedia by #brands and small to medium business (#SMB) owners.

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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 | Integrated Brand Communications | 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

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Daniel Armstrong's curator insight, May 9, 2013 8:36 AM

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."

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.
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5 Ways to Create Visual Blog Content with Mind Maps

5 Ways to Create Visual Blog Content with Mind Maps | Integrated Brand Communications | Scoop.it
Experiment with these 5 approaches to mind maps to create smart, eye-catching blog content. You'll find that mind maps are an ideal form of visual, shareable content you may want to add to your rep...
Russ Merz, Ph.D.'s insight:

Can't the same approach be applied to any brand content? Not only blogs.

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The Rise and Impact of Infographics: Marketing in the Social-Media Age

The Rise and Impact of Infographics: Marketing in the Social-Media Age | Integrated Brand Communications | Scoop.it
Infographics have become more popular with the rise of social media, fuelling the need for instant results by providing content in bite-size chunks.

Via janlgordon
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Mercor's curator insight, January 28, 2013 7:38 AM

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janlgordon's comment, January 28, 2013 3:27 PM
Deb Nystrom, thanks for your comment
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Visual Content: Which Brands Are Showing Marketers How It’s Done? - Business 2 Community

Visual Content: Which Brands Are Showing Marketers How It’s Done? - Business 2 Community | Integrated Brand Communications | Scoop.it

Looking for help with your biggest content marketing challenges? We’ve invited some of the experts who spoke at this year’s Content Marketing World to share what they’ve learned from their experience in the industry.

Two weeks ago, our panel of sharp content marketing minds talked about what it takes to make content engaging, useful, and easily accessible

 

on mobile devices. But today, we are diving a bit deeper into the engagement pool to explore one of content marketing’s most powerful assets: visual content media, including photos, videos, infographics, and other storytelling devices that connect with consumers by grabbing their “eyeshare.”

 

Let’s take a look at our CMW speakers’ responses to the question, “What qualities do you think are most important for brands that want to stand out on the latest visual content marketing platforms? What brands do you think are “killing it” when it comes to creating engaging visual content?”



Russ Merz, Ph.D.'s insight:

Perspectives about the most important qualities of #visualcontent from 13 experts at the Content Marketing World conference. The article concludes with 5 tips to consider if planning to use visual content.

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How bitesize videos are changing the way brands communicate

How bitesize videos are changing the way brands communicate | Integrated Brand Communications | Scoop.it

Who would have thought that the launch of micro video was going to revolutionise the way we think?


Less than 20 seconds of space is being filled with so many great and creative ideas, allowing good concepts to grow, and more importantly, allowing you and I to become part of them. 

 

The power of crowdsourced video projects is on the rise. Now more than ever we can see examples of campaigns that use video to tell stories that come to life through the involvement of an online community.

 

It was all given a kickstart with the launch of micro video (Vine and Instagram), which is now taking over the way we and brands communicate with one another. 

 

Have a look at how video is sneaking into our daily lives, where brands and society work together to create something that emphasises the role of creativity.

Russ Merz, Ph.D.'s insight:

Six short #casestudies illustrating how #brands are using micro #video technology in breakthrough #creative campaigns.

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Using Visual Content to Promote Your Event

Using Visual Content to Promote Your Event | Integrated Brand Communications | Scoop.it

Learn how visual content for events can be a valuable tactic before, during, and afterwards, becoming a cornerstone of your event marketing strategy.

 

Visual content is an important part of creating engagement across social channels. It stands out from all the text promotion companies typically do, helps tell a story, and gives event attendees all the information they need in a short amount of time. Visual content for events can be a valuable tactic before, during, and afterwards, becoming a cornerstone of your event marketing strategy.

Event Graphics

At Marketo, we make a custom graphic for every webinar and event that we promote on social channels. We find that it increases the EdgeRank of our posts on Facebook because our followers tend to engage with images over text only posts. We have seen a huge uptick in registration by using this tactic, particularly in a promoted post.  Take a look at a visual image we used on Facebook for our Keynote at Marketo Summit.

 

 

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3 Tips for More Effective Content Marketing Visuals

3 Tips for More Effective Content Marketing Visuals | Integrated Brand Communications | Scoop.it

Memory and retention research shows that people only remember about 10 percent of what they hear just one week after hearing it. However, according to a 2006 study, retention jumps to 65 percent when a picture was associated with the key messages being delivered.  

 

The rise of memes, infographics, and videos in content marketing means you most likely already understand the need for effective content marketing visuals to aid brand storytelling. But, are you just as informed about what makes visual content effective? How do you make sure your images help to drive actions, rather than just conveying information? And how can you create visual content that challenges your audience to do something different, instead of just saying they “like” it?

Russ Merz, Ph.D.'s insight:

Taking a page out of Gestalt psychology.

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19 Reasons You Should Include Visual Content in Your Marketing [Data]

19 Reasons You Should Include Visual Content in Your Marketing [Data] | Integrated Brand Communications | Scoop.it
Take a look at 19 statistics that make the case for including visual content in your marketing strategy.
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