Content marketing through photos is a win-win-win (for consumers, advertisers, and publishers) model that delivers tremendous value to the entire marketing ecosystem.
We’ve never had access to reams of data like we have today – as marketers we should be thrilled. We can measure performance until the cows come home, and at times we do. Unfortunately, it’s made us myopic.
Great Data, Wrong Medium
We are so blindly focused on using "big data" to increase display advertising performance (by a percentage of two if we’re lucky) that we’ve forgotten a basic consumer truth – consumers don’t like ads. As an industry we’re spending tens of billions of dollars, yet display advertising average performance continues to decline. Retargeting and rich media show promise, but how many times have we heard someone describe them as "creepy" and "annoying"? Is this the way forward for our industry?
The Way Forward
Luckily, there’s a better way – a much better way: content marketing through photos. It’s a win-win-win model that delivers tremendous value to the entire ecosystem:
100x Performance Improvement
The result of this approach delivers undeniable value to marketers, namely engagement rates and click-through rates that are on average 50x and 100x, respectively, better than the display advertising industry average! So what’s the secret? It’s quite simple – people don’t engage with ads, they engage with content.
Image-Based Advertising Is the Future
No other medium delivers as much information and as quickly as a photo. Photos also evoke emotions and raise questions. So when a consumer is viewing a photo related to the article they’re reading it creates a tremendous opportunity for a brand to seize the moment. Advertising in images that contain your product or spokesperson allows you to deliver your content and messaging in a hyper-relevant manner with tremendous results.
Homepage image via Shutterstock.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT