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 visual 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, snippets of drone footage or perhaps some eye-catching motion graphics and 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.
Marketing departments across all industries are struggling to adjust to their ‘new normal’. This new normal will need more than just new tactics, for businesses, this means acquiring a whole new understanding of the consumer and how these consumers want to interact with the business online.
Visual commerce can be as flashy or as simple as you make it. One example Bradford gives in the above-mentioned article is the selling of a car and a cocktail dress. You can go high tech when it comes to selling a car and design a digital platform that allows you to flick between different colours, interiors, 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 the use of a range of immersive technologies, but it all starts with great product photography and videography.
Here at Lensmen, we champion the ‘Show, Don’t Tell’ method of communicating online. 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 specialise in commercial food and beverage photography and video production https://www.lensmen.ie