Marketing Agencies can help brands find success in new digital space: Saura Panigrahi, founder, This Side Up

‘Thinking visually’ can help brands succeed in the new digital marketing space.

The internet had 15 million users (0.4 per cent of world population) in December 1995. The number has grown to over 5.1 billion (65 per cent of world population) in March 2021.

Since the COVID-19 pandemic and the subsequent lockdown imposed on the entire world, consumers are being forced to change their engagement with brands. Social distancing, quarantining and work-from-home have had significant effects on media consumption. Across the world, people have flocked online as their only window to the world forcing media buyer and brand owners to recalibrate their strategies.

A recent study stated that the average time spent online on mobile devices accessing current news and updates has gone up by more than 100 per cent, doubling from 3 hours 17 minutes to 6 hours 59 minutes, since the Coronavirus pandemic swept the world.

Shifting to a digital space has made it easier for brands to grab the attention of their prospects. In some instances, it has also reduced the media spending. But it’s not that rosy after all. Soon media buyers faced an indomitable task of sailing through the vast digital world while staying relevant and distinctive to their audience. Digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day.

So how can businesses support their brands while making money in such uncharted waters?

So, at a time when every brand is trying to grab buyers’ attention that is bombarded with an unprecedented number of messages on a daily basis, brand owners need to rethink their messaging strategy.

Think Visual!

In a regular marketing plan, visual rendition comes almost towards the end, mostly as an outcome of a predefined business strategy and is often subjective. Under the current complexities, a renewed approach on how we see visuals as a tool to brand sustainability is more critical than ever. Look and feel becomes vital when our brain is inundated by countless additional stimuli. Here is a guide on how to create visual experiences that sets you apart from the competition in the digital world:

1. Create a Visual Brand

With the shift of where the consumer interacts with your brand from physical space to digital world, there is also a shift in the way they perceive a brand. In the absence of physical interaction, the brand depends entirely on the visual aspect of it to engage its buyers, making it critical for it to plan the strategy around its visual experience.

2. Be Aspirational

The visual content is your first impression on prospects. In order to use the impression to increase the probability of conversions brands need to design an experience that is effective enough to be aspirational. The consumer tends to imitate a well-crafted visual experience and is more likely to engage with one.

3. Set a Visual Narrative

Every brand has a unique story to tell. Story telling with visuals gives an edge over the competition. Marketers must invest resources in creating a distinct visual experience through colour scheme, typography, music, shape, and size.

4. Be consistent

The core benefit of building a visual brand can only be achieved through consistency across channels. A consistent visual narrative helps consumer recollect their thoughts about your brand. It makes your content increasingly recognizable and engaging.

The shift in how brands interact with its consumers is expected to remain as it is, even after the pandemic is gone. Times like these call for ground-breaking measures. Marketers should not shy away from the decision to build a visual brand experience at any cost, even if they are building it from the scratch. A visual ‘edge’ over its competition not only cuts the clutter but also better equips your brand to adapt to the new normal.

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