Question 2b (8 Marks)
Explain in detail how the image(s) strengthens the post from a digital marketing perspective.
You may reference:
• Attention economy
• Scroll behavior
• Visual hierarchy
• Brand perception
• Trust building
• Emotional triggers
• Information processing
• Conversion influence
Be analytical. This is not a design reflection. This is marketing reasoning.
From a digital marketing perspective, these images strengthen the post in several ways. First, when it comes to attention economy and scroll behaviors, the first image is meant to capture attention, making viewers stop scrolling and grab their attention. The main image represents a woman at work or about to go to work, looking at her watch evoking emotions like stress and she is rushing. In this digital marketing world, people usually scan through the content and engage more often with content that grabs their attention faster, which is what the first image is meant to do. People will find it relatable, it will strike emotions and want to find out more about it which will make them keep scrolling. This image will be effective because just by looking at it, it can relate to a lot of people and also solve problems. This visual post also encourages scrolling which increases both time and them more likely to interact with it and have an interest in the business. When it comes to visual hierarchy, instead of just having plain text, or the biggest part of the post being text, the visuals by themselves express a story without having to even read anything, but they are also being backed up by headings and small descriptions for marketing Vending Glow. The 4 images all tell a story, the main point is to lead people into purchasing from Vending Glow, it is trying to relate to people’s busy and stressful lifestyles while also trying to get the main point across. The post goes from Ana being stressed and in a rush, to finding the vending glow and purchasing the product in this case being a lipstick she forgot or was looking for, to using it and finally being happy and feeling confident. This makes people understand what Vending Glow offers and what problems it can solve, which will benefit them, just by scanning through the post following the F-pattern. The visuals also determine brand perception and build trust in many ways, first by using images women and students and people with jobs can relate to in a real life scenario the woman rushing or being late for work. This gives Vending Glow a sense of authenticity, this is a strong benefit because high-quality and relevant images express quality, credibility and trust unlike visuals that do not relate in many ways to the target audience,or feel forced or not interesting or reliable. This post makes it as real as possible, relating to its audience and not having “too good to be true” visuals. Another reason why this image strengthens the post itself is because it triggers emotional responses. This is an important factor to consider when creating the posts in order to influence consumer behavior, how to get rid of stress and turn it into confidence and a smile, this triggers people’s emotions and leaves them space to engage and connect with the post. If a person relates emotionally to a post or story, they are more likely to look more into it and eventually make a purchase or keep it in mind for when they are in a situation like that as well. Moving on to the image processing and conversion influence, users retain 65% of information that include images and only 10-20% retain the text (w9-c-importance of visuals). The final image, which is the girl at her workplace, feeling confident and happy. These images make it simple for the message to be processed just by taking a glance. People’s attention spans are not high and this makes users understand the message fast and know what the end results and solutions are to this specific problem lots of us have. The images themselves also get across the Vending Glow’s CTA message which is glow-on-the-go, getting viewers to eventually try the machines, be on page with the business and getting them to take action. This does not make anyone feel pressured to purchase from Vending Glow however it does show clearly the benefits that can come from the vending machines. These images are all strategically placed, they are not there for only design or decor, and they are meant to catch attention, strike emotions, relate, build trust, educate and guide people to purchase.
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