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Pinterest

There are many different types of learning styles: auditory, visual, kinesthetic, etc. However,research shows that 90% of information transmitted to the brain is visual, and that visuals are processed 60,000 times faster in the brain than text.

These statistics prove there’s an opportunity for digital marketers to incorporate visuals into their marketing strategies. Images help businesses increase the chances of visitor interaction with content and provide an additional opportunity for websites to be found in search results.

Here are a few ways image-specific digital marketing strategies can yield positive results for marketers and appeal to customers:

Blog Posts

There are many reasons marketers incorporate blogging into their marketing strategies, including cost effectiveness, brand awareness, business-customer engagement, search engine marketing, etc. Furthermore, incorporating images into blog posts is proven to return positive results; in fact, statistics show articles with images get 94% more total views than those without images.

Of course, marketers should bear in mind they need to have an appropriate mix of quality content to go with images; in other words, images must be used to support the post’s content, not define it. The real key is striking the right balance of images and content to engage consumers and drive traffic.

Infographics

Infographics offer a creative, visual way of presenting a large set of data or creating a story through the use of images. Since their emergence in 2009, infographics have quickly become a powerful weapon in the digital marketer’s content arsenal. In fact, businesses represent 12.7%of all infographics posted on the web, which speaks to their effectiveness for marketers.

Oftentimes, traditional business solutions or processes can be associated with a theme to create a fun way to consume information. In the example above, we used the game of Monopoly to illustrate the financial transactions that have occurred within the marketing technology sector. It’s a fun way to make a somewhat complicated topic interesting and easy to digest.

Infographics are also incredibly useful due to their share-friendliness. In fact, MediaBistro found that infographics shared on Twitter get 832% more re-tweets than images and articles, which brings us to our next section.

Social Media

Consumers love images, and, according to statistics, they also love social media. This provides a powerful combination that marketers can leverage on Facebook and Twitter, along with Pinterest and Instagram, which have experienced success strictly based on static image-sharing. “As of May 1, the collective audience of the 76 Interbrand companies on Pinterest was less than 500,000, while Instagram’s 67 companies reached more than 7 million followers,” according to SimplyMeasured findings.

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Understanding what people do on different social networks is the key to effectively using those networks for marketing. Companies currently spend 8.4% of their marketing budgets on social media, and that’s expected to grow to 21.6% in the next five years. But with so many social networks competing to grab marketing dollars, determining the most effective channels can be extremely difficult. To illustrate, let’s look at how Facebook and Pinterest stack up against one another.

Different Networks For Different Reasons

While both Facebook and Pinterest offer deep customer segmentations and user engagement, it would be a mistake to target audiences in the same way across both networks. For example, you wouldn’t market your product to someone shopping at a trendy boutique the same way you would to someone walking down the street with their friends. In a store, you’d likely look to make a sale, while on the street you’d probably have more luck building brand awareness.

Similarly, BloomReach’s analysis consistently shows that Pinterest has a higher concentration of people who are in a ‘buy’ state of mind, while Facebook users are more interested in interacting with friends – and brands. (According to Paul Adams, Facebook’s global head of brand design,Facebook’s strength is relationship-building, noting that many lightweight interactions over time can help promote brands.)

Traffic Analysis Tells The Tale

That is borne out by BloomReach’s analysis of total traffic – 46,277,543 site visits – for a set of retail clients from Sept. 20 through Dec. 31, 2012. We looked at five key metrics: total traffic, revenue per visit, conversion rate, bounce rate and average pages viewed. While Facebook delivered more than 7.5 times the traffic, Pinterest handily won the remaining four areas:

  • Pinterest traffic spent 60% more than did traffic coming from Facebook.
  • Pinterest traffic converted to a sale 22% more than Facebook.
  • Facebook traffic bounced 90% of the time, compared to 75% for Pinterest.
  • Facebook users viewed an average of 1.6 pages. Pinterest users saw an average of 2.9 pages – a 76% difference.

The average revenue per visit for Pinterest traffic was more than $1.50. But while Pinterest is able to drive highly lucrative leads – and the release ofPinterest’s Analytics Tool for Businesses should help companies make use of them – it can deliver only a relatively limited set of eyeballs.

Facebook Still Rules Awareness

If a company’s goal is to simply reach a larger audience to create or maintain brand awareness, Facebook remains the best option. Its sheer volume of users – 1.06 billion active monthly users, 680 million mobile users and 618 million daily users – and the army of people ready to sell impressions make it an easy channel to leverage. But it may be difficult to realize an immediate return on marketing investments on the network.

Perhaps the best approach is to look for ways to optimize Facebook campaign while expanding Pinterest presence. Both Facebook and Pinterest should become larger parts of the media mix model as visitor referrals from these sites grow. At the end of 2012, only 2.7% of total traffic in our analysis came from the networks, demonstrating that social commerce is still in an early stage. In the meantime, though, it seems fair to say that Pinterest is a more efficient marketing channel than Facebook.

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