How To Use Visual Content To Your Advantage

For those of you who've followed my blog over the past few years, you'll know that not only have I grown up in the digital era, but I've been working in it since before I started this blog. I've seen social media channels come and go, I've seen email marketing lose major faith from bosses & coworkers, and I've seen the digital front change before my very eyes faster than anything! 

One thing that's continued to ring true as social media, websites, email marketing, retargeting, digital advertising, etc,etc, overtakes the marketing front, is that great visual content MATTERS. Not only does it matter, it can make or BREAK your engagement numbers, ROI, CTR, and then some. 

Not only do you need to hire marketers who can spot great photography, it's probably key that they can take great photography from an iPhone as well, because that's what consumers (at least in the travel industry) want. They want you to tell a story with your imagery, don't worry so much about the text content that you have to draft up alongside it - a picture speaks 1,000 words, so don't waste those extra characters if you don't need to. 

By now, thanks to social media, you should know what types of images your consumers are interested in. Do they love food shots? Do they care more about a behind-the-scenes type feel? Do like they to see you do good? Even personally, you know before you post that instagram shot what is going to do well (and what time it does best) vs. what doesn't. 

So, don't overthink it, but use your head. Don't post that blurry shot, don't forget to fix the lighting and post a photo JUST to upload an image, not text - and DON'T feel like you can't hire a great photographer above all when you don't know where else to turn. 

2015 Tech & Digital Marketing Predictions

The digital marketing field is a great place to be these past few years (if you like change & innovation!). It seems every few months, there's a new gamechanger, or new consumer behavior that's changing the way things work, and it's almost always for the better.

My top five predictions for 2015 include the following:

1. Personalization in marketing content  
1. Consumers have spoken and it has become imperative for businesses to stop shouting at customers via social media or advertising or print and start working on personalization. They're willing to pay attention to your ads if and when you've learned their likes & dislikes, and cater to them. Remarketing ads have begun popping up like wildfire left and right from many big businesses, and while they're starting to get the right idea (Yes, I was staring at this pair of shoes while on your site, but no I don't actually want them unless you sweeten the deal) the amount of information collected can be put to much better use.
2. Rise in wearables
1. The rise in all the fitness-oriented smart watches has really taken off in the past few months. The reason? The approachable price of many. Before, only serious fanatics had some options, and they were mighty pricy. For those who don't want to commit to an expensive fitness tracker, newer devices have come on the scene that fit any type of lifestyle and provide a more approachable device than the expensive brands that previously catered to serious athletes. 
3. Rise in virtual homes
1. Devices like nest & kevo have really stepped onto the scene & picked up their advertising and word of mouth. With the announcements and success of Apple Pay in 2014, it seems people are more interested in being 100% connected all the time, and in the dream of owning a "smart home". The ease and ability to check on your home via smartphone may change the game for other industries such as travel (iPhones opening doors becomes standard, anyone?). 
4. Pay-to-play from social media channels
1.  Gone are the days of reaching 100% of your audience on Facebook organically. It's probably for the best, because for every 1 person out there effectively marketing their business to consumers, there's probably 3 people out there about to be unliked for their terrible usage of social. For those who've jumped on the social media bandwagon, it's not time to start diverting a small portion of your online advertising budget to continuing to grow and nurture your social channels. It's not just free anymore, and if you want to be effective, you're going to have to look into social media advertising options.
5. Mobile is a must
1. I've said it before but this year I really mean it. If you aren't looking into mobile advertising or optimizing your site for mobile & tablets, you are missing out on A TON! 

What do you think will be the biggest shift in digital & social this year?