Marketing Engagement through Visual Content

• Author: Manic M.
• Pages: 89-94

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 2 - 2015

Marketing engagement through visual content

Marius MANIC1

Abstract: Engaging visual is a must in the modern marketing world. Wide access to mass

communication devices, with extended visuals enhancements, made visual content an

important point of interest for any publisher, on all media channels. The decreasing costs

and huge variety of types are premises for an easy and effective marketing investment, with

strong benefits for any company and its brands. Loyal customers are ach ieved and kept

through visual content; the lack of it in the general marketing strategy of any producer is a

question mark that can lead to a diminishing market share.

Key-words: visual content, marketing engagement, video, photo, brand image

1. Introduction

Human perception is mostly visual. Over 90% of the daily processed information

comes from visual receptors. The written language started and probably will end

with pictures: drawings, hieroglyphs, icons, symbols. (No wonder that the word of

these days is “selfie”!)

There are several factors that have made visual content so important in present

days:

 It is easier to understand, often beyond the cultural and linguistic barriers.

 It is shorter - and 95% of the B2B clients prefer short, visual, mobile-

optimized content (Taylor 2014). Users have now the shortest attention

span of all times (probably the proper name for this era is the light-speed

century!).

 Most people remember 80% of what they see and only 20% of what they

read.

 Visual content is more likely to be shared across the respective platform,

between friends, family and business partners. It is eye-catching and has a

direct effect on human emotions.

 Last, but not least, the affordability of the needed hardware (by

technological progress) and proliferation of the necessary software (very

1 Transilvania University of Braşov, marius.manic@unitbv.ro