Industry report: In visual marketing, it’s scale to win
Consumers’ attention spans are plummeting. In 2000, the average hovered around 12 seconds, just enough time for marketers to make an argument and draw in their audience. In 2013, that number sank to a mere eight seconds. Let the chase begin.
Marketers are in luck, however: they have a tool in the form of visual content. Our brains process visuals 60,000 times faster than text. But marketing teams only have so much time and so many resources to create this content. Producing, distributing and managing all of the visuals necessary to keep up with the digital pace isn’t easy.
“We know that on some platforms, you could just click a button and create all sorts of banners,” said Freeman Setrana, digital marketing manager at Home Depot. “But we do everything manually in-house. That’s a time-consuming effort.”
To discover just how hard it is, Chute partnered with Digiday on the latest State of the Industry report. We surveyed 204 marketers at brands, agencies, retailers and publishers on the challenges and opportunities created by visual marketing.
First things first: it should come as no surprise that visual marketing is on the rise. In the past year, the allocation of total marketing budget to the creation and distribution of visual content has grown from 26 to 30.5 percent, with similar growth projected for 2016. By then, visuals will consume more than one-third of total annual marketing budgets.
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