Crucial Digital Marketing Role of Visual Images In Creating Website Visitor Engagement

Crucial Digital Marketing Role of Visual Images In Creating Website Visitor Engagement

Crucial Digital Marketing Role of Selecting The Right Images For Your Website

“Website visitors “read” images faster than copy.  Then the brain make a split second decision whether or not this website holds the promise to meet a need.  If so, a desire to know more is passed along to the conscious mind for further action toward investigation and action.” Lonn Dugan, BIG Marketing Solutions LLC

OK, so that is my simple theory of cognitive engagement in Digital Marketing.  For another detailed opinion, consider this white paper and infographic from Wordstream…

Why are images so important?

Humans respond to and process visual data better than any other type of data. In fact, the human brain processes images 60,000 times faster than text, which means the first thing your prospects see on a landing page is the image and the colors you use.   90% of information transmitted to our brain is visual, with the remaining 10% divided between the rest of our senses. Our eyes are our primary way of consuming and understanding information.

why landing page images are important

How the brain processes visual information, via ernestoolivares

In his study “Imagery and verbal processes,” Allan Paivio states that our ability to remember words depends on our ability to visualize their referents. Paivio is most known for his dual-coding theory, one of the most influential theories of cognition in the 20th century, explaining the practical use of imagery as a memory aid.

Why do we remember images better?

Simply put, images evoke different memories and experiences than do written words. As this study shows, we have a remarkable ability to remember more than 2000 images with at least 90% accuracy over a period of 7 days—even when images are only presented for a short duration of time.

In addition, it takes only 150 milliseconds for us to process an image, and another 100 milliseconds to attach any meaning to it. (FIAS)

These stats are what make image-driven social platforms such as Instagram, Pinterest, Tumblr, and Snapchat so successful. The use of images and videos on these platforms capture most of our attentive mind and pull us in time and time again.

Over the years, many studies have been conducted on the subject of visual processing and the importance of imagery in marketing. The studies consistently find that images are the best way to help convey feelings that drive conversions.

Images are more than just placeholders to make a page look nice; they have a significant role in persuading prospects and customers to take the next step. As MIT Professor Mary Potter explains:

“The job of the eyes is not only to get the information into the brain, but to allow the brain to think about it rapidly enough to know what you should look at next

Capitalize on placement by using your hero image to direct the prospect’s attention towards the action you want them to take. The most famous representations of this are the heat maps shown below. As you can see, when the baby is looking at the reader, most of the clicks and attention are paid towards the baby.

how images on landing pages work

Most visual attention is focused on the baby’s face

However, when the baby faces the text on the right and looks straight at it, the prospect’s gaze and attention is also directed toward the text:

landing page heatmaps

Visual heatmaps show that an image can guide the viewer’s gaze

 

Source:  http://www.wordstream.com/blog/ws/2017/06/01/high-converting-landing-page-images

Does your digital marketing effort on your website and in social media efforts use images to illustrate how you can meet needs of visitors and prospects?  What problem do you solve?  What desire do you satisfy?  Do you offer an immediate and clear decision tree so the prospect knows what to click on next, and what path to follow to get the solution they seek?  Does the visitor come to increase general awareness, gather information for later purchase, or want to buy a solution today?  Images and content must work together in harmony to address each stage in the buying cycle of a website visitor.  Website design that takes this science and psychology into account will produce more engagement, lower bounce rates, more leads for your list of prospects you can reach out and nurture until they are ready to buy… and more conversions!  More on the

There is a formula in marketing for prospect engagement and conversion.  The buy cycle is made up of several stages described as Attention, Interest, Desire, and Action (AIDA).  The brain decides quickly, and mostly unconsciously, whether or not the conscious mind will pay attention to a visual cue.  Until you capture attention and create interest (AI) you cannot fan the flames of Desire & Action (DA).

Only once you have accomplished engagement can you appeal to Desire and Action.  Do you offer an immediate and clear decision tree so the prospect knows what to click on next, and what path to follow to get the solution they seek?  Does the visitor come to increase general awareness, gather information for later purchase, or want to buy a solution today?  Images and content must work together in harmony to address each stage in the buying cycle of a website visitor.  Website design that takes this science and psychology into account will produce more engagement, lower bounce rates, more leads for your list of prospects you can reach out and nurture until they are ready to buy… and more conversions!  More on the Buy Cycle… coming soon!

Read Me

Can a Sound Marketing Plan Produce Success on Autopilot? 

Can a Sound Marketing Plan Produce Success on Autopilot? 

Can a Sound Marketing Plan Produce Success on Autopilot?

Success doesn’t happen by accident.  At least not usually!  Most small business owners have a business plan… in their head.

Or somewhere around the seat of their pants : )

Doing your business planning or marketing plan in writing is much more powerful than keeping it in your head.  A written plan can be shared, bought into by stakeholders, guide during unexpected events – even if you are not personally involved in day to day decision-making on the front line with supply chain or delivery chain partners.  How do others recognize an opportunity if they don’t know your complete plan for the future?  Do your people know what you want?  Do they KNOW it or only “have a general idea”.  The more your marketing plan is written, the more thought goes into it, the more research goes into it, and the more on point it can be to help you get where you really want to go.  A written plan shared with others eliminates wasted effort and accelerates desired results.  Just because you and your crew have thought about it more.  And because some sound priorities and schedules have been set.

So here is a question for you.  Do your people know what you want?  Do they KNOW it in their sleep, or only “have a general idea”.  Do they know where you want to be in a year, or two, or three?  Or do they just want to do more of what they did yesterday?  The more your marketing plan is on point, the less wasted effort and the faster the desired result.  Just because you and your crew have thought about it more.  So… is it time to stop hoping and wishing and get proactive about creating a solid marketing plan?  I can help you with that!

What does a real Strategic Marketing Plan look like?  How about an Integrated Marketing Communications Plan?  See example Integrated Marketing Communications Plan as PDF or PowerPoint.  Then let me know if you want to talk!   Please note I cannot share actual client work, but the sample plan being shared is from coursework on a fictitious company done in Grad School at UT.

See Sample Integrated Marketing Communications Plan PowerPoint and  Sample Integrated Marketing Communications Plan PDF

Blog Post and Sample Plans Copyright BIG Marketing Solutions LLC, All rights reserved.

Read Me

Trends in Social Media Marketing: Entrepreneur Magazine Article Review:

Trends in Social Media Marketing: Entrepreneur Magazine Article Review:

Trends in Social Media Marketing:  Entrepreneur Magazine Article Review:

Social Media Marketing Article in February Issue Entrepreneur Magazine

Social Media Marketing Article in February Issue Entrepreneur Magazine

Article Review By BIG Marketing Solutions:

Trends in marketing are very much in the news these days, especially the growth of Social Media Marketing. To explain the phenomenon, Entrepreneur Magazine published “10 Tips For Millennial Marketing” an article on February 9, 2017 sharing that there may be an unheralded digital divide in this respect.  The Millennial generation may actually be avoiding other media while being more likely to respond to properly done social media marketing efforts. 

The opening paragraph describes Millennials as “are one of the most talked about generations in the marketing industry…” Then it asks if they are really that different, noting that people have been observing generational differences since 400 BC when “Socrates described teens and young adults like this:

…They no longer rise when elders enter the room. They contradict their parents, chatter before company, gobble up dainties at the table, cross their legs …” That sounds like any generation of teens and young adults, but Millennials are different than (sic) earlier generations because they grew up with an unmatched presence of technology in their lives — and they are one of the most studied generations because of that.

The article continues by noting that Millennials think differently and act differently, especially with regard to online behavior, because “some things are intuitive to them that are not intuitive to anyone else.”

Many of the differences between the Millennial Generation market segment and others arise because they are the first generation to be digital natives.  Mobile devices are affordable so they are the screen of choice for this generation.  Millennials think the information available on a mobile device is the same as what is found on a desktop computer screen.  Maybe you had heard this, but probably had not heard the following:

According to Google, 66 percent of Millennials are confident that the information they find with mobile devices, such as flight and hotel data, is the same on desktop. Only 43 percent of travelers over the age of 35 feel the same way.

Millennials are very comfortable shopping, and booking travel arrangements, on mobile devices.

According to Google, 64 percent of Millennials book a hotel stay after searching for a room on their mobile device. The majority of travelers over the age of 35 — 58 percent — do not book on mobile.

Millennials do not respond to hard sell pitches because they grew up in an economically challenging time.  They are very comfortable with a sharing economy.  They want companies to share with them, and to collaborate with them in creating the brand experience and speaking the brand message.  “Brands such as L’Oréal, Chanel, Prada and others already understand this and are collaborating with influential bloggers to reach Millennials.  Recruiting thought leaders in a marketing category to initiate and maintain conversations is far more effective with Millennials than running a traditional one way campaign “pitching” a product.  Inspiring User Generated Content takes the game to the next level!

Getting good reviews on social media is reported to be the coin of the realm to generate a purchase decision or brand loyalty among Millennials,  An Omni-Channel or Integrated Marketing Strategy is thought to be the best approach.  An Omni-Channel strategy is one that makes sure that the brand identity, image, positioning, value proposition, and messaging are consistent across various media channels even if the final creative effort or delivery is quite different.  Straight up online advertising does not fare well with Millennials who are thinking about making a purchase.  

While a vast number of the population find online advertising to be credible, only six percent of Millennials in the U.S. consider online advertising to be credible.

The importance of inspiring online reviews in social media by brand fans cannot be overstated. The article reports that “Fifty-one percent of Millennials say that being able to see consumer opinions have a greater impact on making a purchase decision.”

Another recommendation is for a company to provide online customer service.  Putting customer service out in public purview shows that the company is not afraid of the conversation that takes place online.  Knowing how to handle this to deliver customer satisfaction for all to see and appreciate is considered a huge influence.

Television may influence consumers making purchase decisions up to 70 percent more than other media, but Social media is closing fast, influencing 60% of Millennials.  

Thirty-two percent of that 60 percent say that social advertising is more credible when influencing their decisions. In other words, if your company or brand doesn’t have a social media account, you are missing out on the possibility to engage with Millennials.

Maybe you have heard some of this before, but the statistics cited in the article are more concrete and persuasive than some of the hype that has been shared about the topic.

Entrepreneur Article: https://www.entrepreneur.com/article/287905

Learn More About Digital Marketing on our Home Page

Read Me

Enjoy this website? Please spread the word :)

Thank You For Visiting BigMarketingSolutions.com

Get A FREE Digital Marketing & SEO Tips Newsletter

Subscribers Qualify For Discounts & Referral Bonuses

Subscribe Now