What does your business know about Engagement Marketing?
So, you sell your product on an e-commerce platform. You and all your competitors that is. In this extremely competitive market, what makes someone, when they visit an e-commerce platform, click on your product and not on the product next to yours?
One of the reasons can be price, after all, the financial aspect has a certain importance to all of us. But we all know that the final decision, the one that puts your product in the shopping cart, is more complex than just that.
In marketing, we say that a decisive purchase factor is the experience your brand offers its consumers. And that’s where the marketing experience or Engagement Marketing comes in.
What is Engagement Marketing?
The idea behind the strategy is to look at consumers not just as a passive “information receiver”, but as someone who is directly involved in interacting with the brand. Throughout the world, we talk a lot about Marketing Experience, whose main idea is to provide consumers with memorable experiences.
Engagement Marketing occurs when there’s some sort of engagement between the consumer and the brand, meaning when they both connect. For that, your actions must entice the consumer’s senses, rational, and/or emotions. The goal is to create synergy between the brand’s positioning, perception, consumers, and loyalty.
The most important of all of this is to understand that in Engagement Marketing, the experience you provide to your consumers, must be enticing enough to grab their attention, and there’s a variety of ways of doing this. For this post, since we’re focusing on how to your product can stand-out from your competitor’s in an e-commerce platform, let’s talk about the use of product images and videos.
Video and Image strategy for Engagement Marketing
Imagine that at this exact moment, your client is on an e-commerce platform looking for one of your products. He’ll find many options, and as we know, he’ll click on what catches his eyes. In other words, the image that provides the best visual experience.
Let’s suppose that your client clicked on your product’s image to get more information. He’ll be taken to a new page, and on this page, you need to do even better. This is where product images and videos can create – or miss creating – synergy between the client and your brand.
- 76% of marketers say that videos helped them increase sales.
- 76% say it helped them increase traffic.
- 80% of marketers say video has increased dwell time on their website.
If those numbers aren’t enough, then pay close attention to this:
- 81% of people have been convinced to buy a product or service by watching a brand’s video.
- 69% of people have been convinced to buy a piece of software or application by watching a video.
When it comes to product images, Computer Generated Images (CGI) is a critical option when it comes to your e-commerce marketing strategy. To find more, check out our post: How Can Computer Generated Imagery (CGI) Change Your Marketing Campaigns?
What type of video to use?
I think it’s now pretty clear the importance of marketing videos. There is an array of options that can range from demo videos to 360º product videos. In Video Marketing: Make Sure You’re Not Left Out!, we talk about the various types of videos.
As you can see, standing out in a crowded marketplace may not be as easy as it seems. But if you make sure your company provides synergy between your client and product through Engagement Marketing or Marketing Experience, you’ll be way ahead of your competition.
When it comes to e-commerce, take full advantage of the visual aspect of Engagement Marketing by using videos and images of your products. If you have any questions about engaging your clients with visual experiences, reach out to us here! It would be awesome to hear from you.
‘Till next time!