Images have always been a valuable asset to ecommerce endeavours. With the rise of Pinterest, Instagram and the like, visuals are now being treated as a sales tool in their own right.

No longer merely sidekicks to written content, often with little or no accompanying text, images and video are increasingly taking the lead in driving communication, selling products in ways aimed at captivating the imagination of the customer.

With countless images being created and shared every day, marketers are now faced with tying visuals tightly into their campaigns. This requires not only producing the right visuals for the right channels, but measuring, tracking and reporting on their success, too. Enter visual commerce, the strand of digital marketing that assesses how images engage and convert customers at every point of the purchase funnel

Easier said than done, it seems. This infographic reports the findings of a survey conducted by visual commerce company Curalate and the Internet Marketing Association, which canvassed the opinions of 200 marketers. It reveals that while most marketers are aware of the growing importance of showing ROI on imagery, only one in ten strongly believes their assets are hitting the mark.

Knowing what to do and having the ability, expertise or resources to act are two very different things. For example, while there is acknowledgement that tailoring visual content to the type of channel through which it’s released can reap rewards, over three quarters of marketers still roll out the same image regardless of channel.

The rising focus on visual commerce and the challenges associated with getting it right are all too clear, with over half of marketers feeling overwhelmed by the pace of change. This strand of digital marketing is still fairly emergent, however, which indicates there is still some time for marketers to build their confidence, gain greater insight into what’s working, and make the case for support and investment.

Infographic: visual commerce trends
Source: Curalate

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Tan Allaway

Tan Allaway is a former editor of PwC’s Digital Pulse.

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