OK so as I write this blog tonight, I’m home alone without my gorgeous wife, she is out having a beautiful dinner in Brussels with her work colleagues, and i’m a little bit bored and thinking, how can I use my time more productively. I thought why not practice a bit of self- South Brittany, South Brittany! WT!, (Self-branding) why would I type this? well I wouldn’t and I’m not, I’m dictating most of it on my Google Pixel mobile phone, yes its a bit cheeky, lazy too I know, but its speeds up work flow so much, technology has come so far and I love it. I bet your thinking “why have I done this yet” I say give it a try!
So I’ll move on and get to the point, I’d like to talk about marketing, photography and how marketer needs to pay more attention to digital images and the power they possess.
How many marketers pay attention to the images being used in there DMC strategy or wider marketing strategy, they say a picture paints a thousand words and I would agree, you don’t see the traffic lights in most city’s saying WALK or STOP no my friend they show a picture or symbol, a picture can be symbolic too and it’s easier to comprehend.
So a little about the professionals you might need to deal with or even in house ones, Some photographers will sell you the world, Some will say they are natural light pros but that is code for- I don’t know anything about flash photography and
(I’m not saying I do…. but they should, and that is something I endeavor to learn about)
or how to use a grey card or a light metre. Are they using colour calibrated monitors, are they using a full frame camera at the very least, This stuff is industry standard or in the corporate world we would say-best practice, sounds a bit PC to me.
I am of the belief that the power of Visual Communications is climaxing and the rise of digital and social marketing Media that modern marketers used to promote their content and Brands is becoming more and more ambiguous.
For instance, I see so many LinkedIn business profiles that are using Unsplash, Unsplash is a dirty content marketer secret, but they do have free high resolution stock photos, they’ve now amassed a rather large online warehouse of stock images however they don’t update them very often, I’m not sure if it’s monetised yet but it will be soon.
A big issue is that Googles algorithms are involving every single day, and Google loves fresh, crisp, creative, new and different content; all the old stuff gets pushed to the back of the bus if you keep putting old stuff Google will just walk on by again until you come up with something more authentic, You can of course buy your way to the front of the bus but not every Marketing strategy has a bottomless budget.
Lisa Friedman marketing manager of global partners operations SAP has written a great article where she goes on to state that “visual elements increases people’s willingness to read content by staying 80%”, furthermore “The human brain can only process a limited amount of information at a given time. Data that can be processed much faster, such as a compelling photograph, will always take precedence.”