Visual Marketing for Ecommerce
7 Mistakes to Avoid
Visual marketing for ecommerce is a surefire way to attract attention to products at the times when people are torn between the real world and social media. So the only way to get to prospects is to go where they are – on Instagram, Facebook, online magazines, etc. So catchy ads and smart presence wherever the target customer is vital for sales. To nail visual marketing, ecommerce brands need a smart strategy and superb imagery. Oftentimes, however, they miss on major opportunities by not complying with the basic rules. For as simple as they look, these small mistakes lead ecommerce to major expenses and low sales rates. So how to avoid these deadly pitfalls and make the best out of one’s visuals assets? As a product rendering company, we know what it takes to create great imagery and how to use it to a brand’s advantage. So join us as we discuss 7 most dangerous mistakes and get ahead of the competition by avoiding them.
#1. Ignoring Visual Marketing for Ecommerce
Who cares about visuals when the offer is great? The answer is – everybody. The main proof for that is the boom of visual-based social networks. To illustrate, Instagram has 1 billion users, 51% of whom access the platform daily, as Wordstream reports – that’s some audience. Furthermore, Pinterest has over 250 million users. According to the network, 98% of them try the things they discover there, and 40% have the yearly income exceeding $100k. The stakes are high, so the competition is fierce – which means that average imagery won’t do. The only way to get the product noticed is through smart visual marketing.
#2. Forgetting about the Brand Style Guidelines
Another deadly sin of visual marketing for ecommerce is the failure to comply with the brand style guide. For the notion of brand visuals include not only the imagery but also the logo, website design and all the advertising, marketing and sales collateral a company has. All these assets should reflect the same style which conveys a brand’s values and makes it recognizable on all communication channels. Together, all these elements form the brand’s face.
#3. Not Ensuring that the Images Share a Common Theme
Product imagery should conform to a collection’s theme. Otherwise, the visuals will look odd together and spoil the viewing experience – definitely not the recipe for a successful visual content marketing. To achieve the desired effect, it’s paramount that the ads have the same mood and feel. And these are created through a number of means, such as lighting and shadows, color palette, surroundings, and styling.
#4. Using the Same Images for Every Campaign
Staying consistent doesn’t mean trying to impress the audience with the same images time and time again – it just won’t work. To capture attention, ecommerce Marketers need fresh imagery for every campaign. Products should be featured in brand-new scenes, with new props and views – offering people a fresh perspective on the piece. For instance, in December, prospects are much more likely to pay attention to the chair in a scene with Christmas decor, than to the same piece in a usual room setting.
#5. Opting for White Background Only
White backdrop is classy and effective: it shows the product just the way it is, with no distractions, and is compulsory for every ecommerce marketplace. However, white background doesn’t provide the wow factor ads require. To attract a viewer’s attention and ignite emotions, the advertisers need to experiment with different options – like color and texture background, and of course lifestyle imagery. Combining a few is always a great idea for visual marketing for ecommerce. This way, a table in a roomset will provide inspiration on how to best complement the look and show the real dimensions of the item. Meanwhile, the silo image on the online store will offer more information to those who clicked on the ad.
#6. Forgetting that Ads Should Bring Value
Ignoring the storytelling power in visual marketing comes at a price. For behind each successful advertising campaign, there is a story about the value the product brings in customers’ lives. This way, a table can be more than just a surface to have meals on. The advertisement may show it as a symbol of family, an heirloom to pass on to the next generation. For the material will last many years and will look just as beautiful and shiny as on the day it was brought home for the first time.
# 7. Underestimating the Power of Storytelling
Visual marketing for ecommerce has the means to bring to life any concept. Roomsets and lifestyles are great examples of its impact: the lighting on the image will set the mood – the background for the picture. A smart composition will highlight the piece, and little details will speak to the viewer about important things. Like neatly arranged books on the coffee tables, with names on the covers that the prospect will immediately recognize – for these are the ones he or she is reading. A cup of fuming tea on the table and a cover on the chair suggest that the room owner has been reading and went out for a moment. The prospect sighs at the thought of cozy time with tea he loves to have in his reading nook… Now that is a story that can sell an armchair!
Since forewarned is forearmed, you now have 7 actionable tips on how to conduct a superior visual marketing campaign. To get ahead of the competition and catch the eye of a prospect, ecommerce companies need to stick to the guidelines, collection theme, diversify visuals and use situational marketing. As well as that, it’s wise to remember that imagery should go beyond merely showing the product and tell its story. It’s not just the purchase the store wants – but the change of mindset. What value is the merchandise about? How will it improve a customer’s life? What’s unique about it? These questions can be answered with imagery – that’s what smart visual marketing for ecommerce can do.
But what lies at the heart of its success? Professional visual content that speaks to the audience and leaves a lasting impression. To get these, contact CGIFURNITURE for product rendering services. We’ll create 3D renders that will make your product look just as awesome as it is in real life.
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