Pic­ture-per­fect pro­mo­tion

Vi­su­als are worth a thou­sand words, and mar­keters are los­ing no time in re­al­is­ing this, as an un­stop­pable revo­lu­tion dis­rupts the ad­ver­tis­ing world, writes Zia Cre­ative Net­work’s

Campaign Middle East - - FRONT PAGE - Waseem Yakdi

Zia Cre­ative Net­work CEO Waseem Yakdi says that as me­dia changes it has never been more im­por­tant to mas­ter vis­ual com­mu­ni­ca­tion.

Show, don’t tell.

The ad­ver­tis­ing world is tak­ing a colos­sal leap in al­ter­ing the clichéd meth­ods of brand pro­mo­tion. It was not long ago that writ­ten con­tent was con­sid­ered as one of the most ro­bust for­mu­las for en­gag­ing a tar­get au­di­ence, but vis­ual me­dia has strik­ingly taken the ad­ver­tis­ing world by storm by trig­ger­ing the senses of brands’ tar­get au­di­ences. Ef­fec­tive vi­su­als have be­come a pow­er­house to boost en­gage­ment and stim­u­late com­mu­ni­ca­tion.

While flip­ping through the pages of a mag­a­zine or scrolling down the Face­book feed, our eyes of­ten get glued to the in­trigu­ing and en­thralling im­ages and videos more than just plain text. I still re­mem­ber some of the most un­con­ven­tional and bizarre TV com­mer­cials I saw sev­eral years back. I even re­mem­ber the brand, the de­sign and even the lo­ca­tions of cer­tain bill­boards I have passed by on my way to work, as the vi­su­als on the bill­boards were ex­cep­tion­ally en­gag­ing.

Stud­ies show our brains not only process vi­su­als faster, but they also re­tain and trans­mit much more in­for­ma­tion when it is de­liv­ered vis­ually. Con­sid­er­ing this, mar­keters and agen­cies are now on a run to care­fully in­te­grate dif­fer­ent forms of thought-pro­vok­ing im­ages and videos into their brand-en­dorse­ment strate­gies.

If a mes­sage is con­veyed to the au­di­ence and no one re­mem­bers it, did it re­ally hap­pen?

To­day, it’s easy for in­for­ma­tion to get drowned in the end­less dig­i­tal ocean or ig­nored if it is not in a di­gestible for­mat. In such a sce­nario, the ad­vent of dig­i­tal cam­eras, smart­phones and so­cial me­dia have pro­vided a plat­form to reach out to the world by creat­ing vi­su­als ca­pa­ble of leav­ing a long-term im­pact on the minds of the tar­get au­di­ence.

By 2021, video traf­fic will make up 82 per cent of all con­sumer in­ter­net traf­fic, ac­cord­ing to Cisco. It is not dif­fi­cult to see why, as 87 per cent of on­line mar­keters are cur­rently us­ing video con­tent in their dig­i­tal mar­ket­ing strate­gies. Dig­i­tal mar­ket­ing ex­pert James McQuivey es­ti­mates that a sin­gle minute of video con­tent is the equiv­a­lent of 1.8 mil­lion words.

Thanks to its vi­ral and highly eco­nom­i­cal na­ture and built-in value, vis­ual mes­sag­ing is the fu­ture of brand pro­mo­tion in years to come. It has an un­ri­valled po­ten­tial to cre­ate emo­tion­driven sales – and sales are al­ways per­sonal on some level. Buy­ers al­ways wish to see and feel the prod­uct be­fore mak­ing a choice, and pow­er­ful im­ages and cre­ative videos can em­phat­i­cally pro­duce that feel­ing.

Mak­ing an ex­pres­sive video or cap­tur­ing a stir­ring im­age re­quires cre­ativ­ity and un­der­stand­ing of hu­man psy­chol­ogy. The cock­tail of these el­e­ments can do won­ders for any busi­ness.

As video pro­duc­tion and pho­tog­ra­phy has taken over the cen­tre stage of all the mar­ket­ing chan­nels of ev­ery busi­ness, it be­comes im­per­a­tive for ad­ver­tis­ing agen­cies to de­velop in-house stu­dios and hire pro­fes­sion­als to meet the swelling de­mand of good-qual­ity videos and pic­tures from clients. In-house pro­duc­tion helps clients re­act to the mar­ket, and an agency ad­dress its ca­pa­bil­i­ties to make any type of con­tent, be it a big-bud­get broad­cast or a low-bud­get so­cial me­dia video.

Any agency to­day that is not able to cre­ate videos and pic­tures for In­sta­gram and Face­book, live streams and com­mer­cials for TV will find it­self at risk as it is a req­ui­site for the sus­tain­abil­ity of the agency. Now tra­di­tional agen­cies are com­pet­ing to catch up with dig­i­tal ones, which have long had dig­i­tal video ca­pa­bil­ity.

The agen­cies have been out­sourc­ing the pro­fes­sional ser­vices of stu­dios and pro­duc­tion houses for their clients for de­vel­op­ing com­mer­cials, videos for so­cial me­dia and pic­tures.

The flip-side of this is that these ser­vices of­ten ex­ceed the bud­gets of the small com­pa­nies that don’t have lofty mar­ket­ing bud­gets. Be­sides this, the ad­ver­tis­ing agency doesn’t have di­rect con­trol over the cost and qual­ity of the video and pic­tures. There­fore, the time is not far off when all agen­cies will trans­form into pro­duc­tion houses.

In to­day’s noisy world, be­ing out­landish is some­thing that helps you stand apart from the crowd. Churn­ing out mean­ing­ful, tar­geted, and en­gag­ing vi­su­als can be one of the most ben­e­fi­cial tools to el­e­vate your brand and foster a con­nec­tion with your cus­tomers.

To­day, it is easy for in­for­ma­tion to get drowned in the end­less dig­i­tal ocean or ig­nored if it’s not in a di­gestible for­mat.

CEO of Zia Cre­ative Net­work WASEEM YAKDI

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