“We are not driven by reality, but by our perception of reality”. That’s a quote by Anthony Robbins who’s not only a North-American strategist, writer, and lecturer, he is also considered one of the people responsible for the popularity of Neuro-linguistic programming.
We all understand that creating this perception of reality is one of the roles of marketing, and for that to happen, working with images is essential. So to get things started, I have a question:
Did you know that we, human beings, take longer to process words than images? The reason behind this is simple: the human brain instantly deciphers image elements.
What does that mean? This goes way beyond saying “a picture is worth a thousand words”. A well displayed imaged in an e-mail, banner, pop-up, product catalog or website can be responsible for the start of your client’s buyer journey.
That’s why we talk about Visual Advertising
In the majority of cases, an image as a photograph or shown as a video is the trigger to create engagement between your product/service and your client. Prices and descriptions – especially when talking about product catalogs – play an important role, but the images are what grabs the attention at first.
And how to stand out using Visual Ads?
The rule here is pretty simple: leave it to a professional. Unfortunately, there are still a lot of companies that make the mistake of thinking that they can optimize their budget by taking their own product photographs – or recording their own videos – using smartphones and low-quality lighting pieces of equipment.
However, when we talk about professionals, we don’t mean photography teams taking pictures or videographers making videos on location which only increases cost for the company. To make your visual ad stand-out (and to stand-out from your competition in general), you have to get that scenario out of your head and use a technique that’s becoming more and more popular in marketing: Computer Generated Imagery (CGI).
We spoke about CGIin this article. Simply put, CGI is making the surreal transform into something real. This gives marketing teams the flexibility to show their products exactly how they wish for their current and future clients to see it.
With Computer Generated Imagery and your 3D model, images can be used for a product tour on your website, animations and mobile apps. Furthermore, with these images in a Virtual Reality environment, your clients can try your product and have an experience a lot closer to reality.
Actually, Virtual Reality can – and should – be used in product catalogs. That way, instead of texts explaining the details of whats being offered, your clients will be able to see every characteristic of your product. Its as if the image from the catalog jumped out of the page and was amplified in front the person viewing your catalog.
More and more, advertisers are concerned with immersive experiences (Engagement Marketing). Because of that, when we speak of visual advertising, we have to focus on combining the physical and digital worlds, allowing consumers to connect with a product before, during and after the buying journey. This is also possible thanks to Augmented Reality, another marketing ally that we talked about.
We can’t forget about e-commerce!
Of course that when we talk about visual ads, we can’t leave out all the product images shown on e-commerce sites. In the United States, in the fourth quarter and 2017 as a whole, online retail grew faster than it has since 2011.
This means that competition online competition has been increasing year after year, so companies must now have not just a functional and user-friendly website, but, one that also shows their products in a more attractive and appealing manner.
Once again, my advise is to take full advantage of Computer Generated Imagery (CGI), that allows for much clearer images, in the adequate setting, up-to-date, and with a much better finish than any of the traditional methods.
To sum it up
If visual advertising is increasingly being used, we have to think about how technology can make it so images and videos are more attractive to the eyes of our target audiences.
Companies that want to stay relevant and keep a competitive edge – including the e-commerce world – must look at their product images and videos not just as an option, but as a necessity!
So how about we step up your company’s visual advertising game using CGI and Augmented Reality? If you want to learn more about how we can help, reach out to us!
‘Till next time!