How image-based marketing has changed in a COVID world
The role of technology in business and our everyday lives has significantly increased in the past few months. From remote working and virtual meetings to online learning and weekend Zoom calls with family and friends, the way technology impacts all aspects of our lives has been amplified. What's more, the increased interaction has been reflected in the way we perceive and represent the world around us.
Earlier this year, iStock by Getty Images released its global Visual GPS study, which revealed that 79% of people believed that technology had made them feel connected to those who mattered most. Following the pandemic, technology has become synonymous with connection itself.
New ways to reach customers
With more people online than ever before and consuming increasing amounts of content, technology presents an opportunity for small businesses to create an even stronger relationship with their customers. According to a recent Nielsen study, consumers forced indoors during a crisis had spent 60% more time on media. There has never been a better time for small businesses to seize the moment and use digital media to get in front of their target audience.
As consumers continue to adjust to the new normal, businesses are also still adapting to the new ways of working. With that, businesses have the opportunity to revamp the more traditional forms of marketing, such as email marketing or digital advertising on social media, in ways that respond to consumers’ lockdown-related needs and concerns. For example, technologies such as WhatsApp Business and Facebook Messenger allow brands to connect with audiences via live chat, offering new ways to communicate their message. Ensuring that visual content is both resonant and optimised for mobile should be a key consideration for small businesses taking advantage of new channels.
Businesses can visually demonstrate their ability to adapt to a new normal and continue to offer clients value from afar by delivering the right kinds of visual content that show companies are in tune with what people need and want in their current circumstances. Identifying those needs is crucial in order for businesses to create the right content to suit them.
Representing technology as a helpful tool in current times
In my work, I collaborate with photographers and art directors to provide the most up-to-date visual content for businesses. When it comes to technology, our global Visual GPS research has revealed that 74% of people said that technology had helped them keep track of goals and 82% said mobile devices had helped them stay connected to what’s happening in the world. It is key therefore that brands demonstrate the impact of technology in a relevant way.
Our findings have shown 62% of brands had been looking to depict technology benefiting or working alongside humans. In response to this, we’ve found that there are a number of effective approaches to take when visualising technology:
1) Show technology as the centre of the action – visualise how people are using technology to interact with your products or services. For example, recent searches on iStock show image searches for "online learning" have increased by 5,700%, and "telecommuting" is a new significant term across APAC that has emerged since lockdown began.
2) Show how technology has brought people together – technology has the power to bring people together during the lockdown and beyond. You can champion this as it relates to your business offerings. Customer searches on iStock mirror this with searches for "video call" and "webinar" increasing by 4,100% and 3,600%, respectively, as well as searches for ‘virtual meeting’ continuing to grow.
3) Use graphic illustrations that represent the connections that technology enables – showcase how your product or service can be accessed using the latest in technology, bringing purchasing power to customers’ fingertips.
Kate Rourke is Head of Creative Insights, APAC at iStock by Getty Images.