Earlier this month, industry expert Rodric Bradford of MartechToday.com published an article entitled ‘How visual commerce is transforming the customer experience’ about the importance of visual assets when selling online and why it is a necessity in this day and age, especially in the face of the ongoing pandemic restrictions.
There are very few businesses that can survive without a digital strategy of some sort, particularly now. And a huge part of any online or digital strategy is the visual component. The graphic assets of a business or brand can be found on the company website, on social media profiles, and across online advertising. Of course, they also feature in offline communications, from brochures and business cards to outdoor advertising banners and so much more. These visual assets are usually team and/or product photography, video stills, drone footage snippets, or perhaps eye-catching motion graphics. They can massively impact the appeal and overall effectiveness of your brand messaging. This is the most direct route to transforming the experience for your customer online.
All industries’ marketing departments struggle to adjust to their ‘new normal’. This new normal will need more than new tactics; for businesses, this means acquiring a full contemporary understanding of the consumer and how these consumers want to interact with the company online.
Visual commerce can be as flashy or as simple as you make it. One example Bradford gives in the above-mentioned article is selling a car and a cocktail dress. You can go high-tech when selling a car and design a digital platform that allows you to flick between different colours, interiors, and materials and even photoshop it onto a road to see how it looks. Or create a library of images of the ideal cocktail dress varying the length, material, colours, etc. The role of great imagery online is to help people imagine themselves with your product (driving it or wearing it!). This online customer experience can be amplified through immersive technologies, starting with great product photography and videography.
At Lensmen, we champion the ‘Show, Don’t Tell’ online communication method. It is said that a picture paints a thousand words, and this has been scientifically proven. In fact, according to Krista Neher, the human brain can process images up to 60,000 times faster than words. If your business needs help adjusting to the new normal and creating images that paint a thousand words, contact the Lensmen team!
Founded in 1952, Lensmen is one of Ireland’s most established and accredited photography and video production agencies. The Lensmen team specialize in commercial food and beverage photography and video production https://www.lensmen.ie.