Visual Marketing – Brand’s touch point with customers
1. What is Visual Marketing?
Visual Marketing or Visual Marketing is the activity of researching, analyzing, understanding, and using images in Marketing to increase the memory and recognition of the brand in customers’ minds.
Logos, graphics, colors, uniforms, and a combination are visual signs of Visual Marketing. Besides Buzz Marketing (word-of-mouth marketing), Visual Marketing is a suitable method businesses use. Businesses can combine these two tools to increase the effectiveness of their marketing campaigns.
2. The Roles of Visual Marketing
It is no exaggeration to consider Visual Marketing as the touch point of the brand with customers because its contributions to the business are undeniable. So let’s take a look at the roles of Visual Marketing below.
Attract traffic for website, fan page
Websites and fan pages are essential in generating revenue, so they are often carefully invested in and cared for. The reasonable use of impressive Visual Marketing will make a strong impression on consumers, thereby helping businesses advertise products and services, attract buyers and increase revenue.
Effective brand positioning
Creating a consistent synchronization from logo, web, and fan page to a message and color suitable for business style and industry will help businesses quickly save an impression in the minds of customers.
Integrating Visual Marketing into Marketing campaigns will also impact the business brand and retain strong consumers.
For example: When it comes to Coca-Cola, we think of carbonated soft drinks with bright red packaging that are always eye-catching and arranged on store shelves with pictures of happy meals with relatives and friends.
Convey messages easily and quickly.
Social networks develop with massive information updated every second, so too many factors distract customers’ focus. Besides, the content is condensed, with less text, and is eye-catching, making viewers more interested. Therefore, effective visual marketing will help the message the business wants to convey become easier to understand and more accessible to customers.
Visual Marketing is easy to share on social networks with a high spread.
Sharing is the need of each person. When encountering the right psychologically stimulating information, people will want to share it with relatives and friends or learn and remember the flow of that information. Especially with the strong development of social networks today when sharing is as simple as one click. Therefore, it will be easy for your brand to spread to everyone if there is an effective visual marketing action.
3. Popular Visual Marketing Types
There are many forms of Visual Marketing, and marketers choose the most suitable format depending on the marketing plan. Here are the most common types of Visual Marketing.
3.1. Image format
It is the easiest form to implement in the articles. Make the article more attractive to attract the attention of readers. However, choosing the right image and image content is necessary to achieve the best effect.
3.2. Video Format
Video can contain and convey more multi-sensory content and impact than images, especially when the trend of short video content is becoming increasingly popular. The platforms are constantly improving diverse and eye-catching short videos. The effective use of Visual Marketing Videos will bring businesses a lot of attention from users. Not only that but the videos can also be reused across multiple platforms, saving time and money for businesses.
3.3. Gif
They are action files (image files) with low resolution and no sound. The advantage of gif is that it is easy to spread, the message conveyed is easy to understand, and close and has a variety of forms. Gen Z favors them because of the ease of conveying stories and emotions instead of lengthy messages.
3.4. Infographic
This is an extremely useful form of visual content. They help to summarize all necessary information in a concise, concise, and easy-to-understand, many times easier to share. Businesses can use infographics on social media platforms to increase their customer reach. However, creating a perfect infographic takes a lot of time to research and create the right content.
3.5. Meme, Quote
Meme and Quote are two forms of visual marketing with the highest level of virality and interaction on social networks. If the meme is amusing and entertaining, then the Quote is the deep Quote that touches the reader’s mind.
This form of visual marketing is straightforward to implement but very effective. They can make a marketing campaign more attractive if your product is rigid.
3.6. Screenshot
A screenshot or screen capture is an image used to show feedback, guide a feature, or convey a certain story. This is a common visual form often used on social networks because of its quickness and ease of understanding. A screenshot will provide customers with clear images to help the business’s message be conveyed easily to understand and win customers’ trust.
4. The Most Effective Visual Marketing Strategies
4.1. Share user experience
Being the center of attention is the desire of every human being. Applied to businesses, we will make customers the center of our brand journey. Let the voice of the customer become the brand story of the company. Turn their consumer experiences into authentic, reputable marketing lines.
Streams of authentic experiences combined with photos, videos, and comments are posted to business platforms. This will be an effective way to build a brand image to help businesses win the sympathy and trust of customers.
4.2. Visual Marketing Provide a user-friendly experience.
Besides being customer-centric, a user-friendly website interface is also essential.
The website is designed with a polished, eye-catching, and easy-to-use interface that will help increase the business’s ability to interact with customers.
Especially when the personalization factor is increasingly emphasized, the design according to customer experience (especially for e-commerce sites) will make buyers remember and return to the business.
4.3. Compatibility on any mobile device
Mobile devices are the most preferred and used products by people. Therefore, building a visual marketing strategy suitable for displaying mobile devices is essential. In addition, optimizing relevant, seamless content for mobile users will make marketing campaigns more accessible to target customers.
4.4. Build user community
Businesses attract customers with brand activities, building up their user community. The larger the size of the user community, the greater the reach of users and businesses.
The user community has a great deal of trust in the business and is an excellent source of support for the company’s activities. To build a solid common community, brands can use several ways, such as contests, creative artworks associated with brands, and campaigns to call for community.
4.5. Using UGC Marketing
UGC (User-Generated Content): User-generated content includes reviews, comments, or posts instead of brands. And they are shared by brands on their mass platforms.
Consumers are becoming increasingly demanding. Instead of being attracted by business advertisements and referring to relatives, the celebrities they admire are much more trusted by customers. Therefore, using UGC will help increase the brand’s authenticity, strengthen customer trust, and increase revenue.
5. Some examples of Visual Marketing
Alluvia Chocolate – luxurious but environmentally friendly packaging
With experience working in large corporations and many years living abroad, CEO Alluvia Chocolate understands that beautiful packaging is very important. Therefore, to be attractive and attract consumers at first sight, the brand has focused on designing elegant and luxurious packaging.
In particular, the company also pays attention to the “environmentally friendly” factor, and is shown right on the product packaging. Because environmental protection is a factor that international customers care about, and this will become a plus point for an export-oriented company like Alluvia Chocolate.
Neptune – campaign series “Going home for Tet, Family first.”
Neptune 2017’s “Understanding To Love” campaign is considered a successful case study in the industry.
With messages and videos close to every family, such as “One day without a wife,” Neptune has caused sympathy and interest from customers. In addition, users have posted many shares, discussions, and articles agreeing with the company’s message on social networks.
Thanks to the rational use of Visual Marketing in integrating the image of the wife and mother into the videos, the brand image has been vigorously spread to customers and contributed significantly to the revenue growth.
Bryansk Dairy Plant – When Boss becomes a “snatch” in product packaging
Bryansk Dairy Plant is a local dairy product brand in Russia. To increase sales and expand and develop markets and distribution channels. The brand partnered with the agency Depot Branding to implement a campaign to change the packaging of its Milgrad dairy products.
And after the working process, Bryansk Dairy Plant chose the image of an adorable blue cat as the new packaging. And it has helped Milgrad’s milk stand out in the stalls.
6. Conclusion
Visual Marketing is a unique element of Marketing. They are discovered and shaped by marketers from the very biological properties of the human brain – easy to attract and remember visual information. Therefore, businesses need to master this type of Marketing to build effective advertising campaigns.
