Post by account_disabled on Mar 5, 2024 1:57:03 GMT -5
In last week's article we saw how to manage images on an e-commerce site and this gives me the opportunity this week to interrupt for a moment our ruminations on e-commerce and SEO and address a question on everyone's lips: what Is it Visual Commerce? We could define this new digital marketing topic as the emerging need to monitor and understand how images create engagement and help conversions throughout the entire purchase funnel. We can identify 3 trends: Consumers use images to communicate with each other and interact with them with more interest than simple written information. Engagement rates are higher in the presence of images: if they stir up a lot of interest, we can take them as a new form of social communication that should not be ignored.
If consumer expectations are linked to the visual aspect of information and products, the channels that convey commercial information can only be aligned with this trend. The emotions and engagement that images generate are constantly evolving: the reduction in quality and standardization brought by image banks with flat rates (the so-called stock photos) or simple product images are no longer enough. After years of flattening themselves to the average, consumers reward what goes outside the box, they look for a shopping Hong Kong Telegram Number Data experience that makes their journey as a consumer different in some way. In a world that never sleeps, always on, in which at any moment a consumer decides to buy anything and the competition is not only ruthless but above all global and in which the multiplication of "buy" buttons is pervasive and extends beyond outside one's own channel and reaching social media, differentiation is fundamental.
This last point is perhaps worth pausing for reflection. Many social networks have inserted the infamous "buy" button offering the possibility of purchasing directly from the platform: the concept is relevant and is certainly the natural evolution of a world that is devoted to conversion. But. We are also talking about the same world that has generated a dispersion of the "consumer" entity into dozens of other micro entities (here is our analysis on touchpoints) so I myself am increasingly aware of how selective my attention has become and how much this fluctuates between different messages depending on how I feel, the time of day, the platform I'm using and who knows what else. Necessary little digression, sorry. To return to our "but" relating to buy buttons, the question to ask is linked to the concept of consumer.
If consumer expectations are linked to the visual aspect of information and products, the channels that convey commercial information can only be aligned with this trend. The emotions and engagement that images generate are constantly evolving: the reduction in quality and standardization brought by image banks with flat rates (the so-called stock photos) or simple product images are no longer enough. After years of flattening themselves to the average, consumers reward what goes outside the box, they look for a shopping Hong Kong Telegram Number Data experience that makes their journey as a consumer different in some way. In a world that never sleeps, always on, in which at any moment a consumer decides to buy anything and the competition is not only ruthless but above all global and in which the multiplication of "buy" buttons is pervasive and extends beyond outside one's own channel and reaching social media, differentiation is fundamental.
This last point is perhaps worth pausing for reflection. Many social networks have inserted the infamous "buy" button offering the possibility of purchasing directly from the platform: the concept is relevant and is certainly the natural evolution of a world that is devoted to conversion. But. We are also talking about the same world that has generated a dispersion of the "consumer" entity into dozens of other micro entities (here is our analysis on touchpoints) so I myself am increasingly aware of how selective my attention has become and how much this fluctuates between different messages depending on how I feel, the time of day, the platform I'm using and who knows what else. Necessary little digression, sorry. To return to our "but" relating to buy buttons, the question to ask is linked to the concept of consumer.