Businesses and marketers still struggle with producing personalised and compelling visual experiences at scale Consumers are moved by visual experiences.
As humans, we love visual content because that’s how our brains have been hard-wired to process information. According to research from 3M and MIT, we process images 60,000 times faster than text at a nimble speed of about 13 milliseconds. And because visual communication has been around longer than written communication, it’s only natural that our visual acuity has gained the upper hand through years of evolution. While the internet has acclimated to the visual era and images now command the modern web, businesses and marketers still struggle with producing personalised and compelling visual experiences at scale. Content has become the bottleneck for personalisation and digital marketing investments are no longer moving the needle.
According to Forrester and the Harvard Business Review, 66% of CMOs are not hitting their business targets even though billions are being spent on MarTech every year. So how can businesses drive better ROI for their digital marketing efforts? Here are three things needed to succeed with digital marketing in today’s visual era, all enabled by advancements in technology: Balancing Creative and Data For the past several years, a bulk of digital marketing efforts and tech spend have been dedicated to data collection and enablement, but this is ultimately not translating into the visual experiences that speak to consumers.