Getty Images’ new ‘Visual GPS’ report finds four ‘Forces’ guiding consumers

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30-second summary: A new “Visual GPS” report from Getty Images and research firm YouGov finds four Forces influence decision-making by consumers, and thus should be considered by brands when they choose images. The four Forces: Wellness, Technology, Sustainability and Realness. The report provides visual examples of each driving Force, in the form of related galleries. In a new study called “ Visual GPS ,” Getty Images and market research firm YouGov has sifted data to find what kind of visual content most engages today’s consumers and helps them make decisions. The photo archive says the new study is not just another “visual trends” report, but is instead the first of its kind. The report describes four Forces that influence people’s behaviors, decisions and experiences, and calls them the “driving concepts behind current and future visual trends.” They are: Wellness, Technology, Sustainability and Realness. Instead of looking only at what images are selling, the report combines external and custom market research about consumer behavior and values, insights that are internal to Getty, and search data from Getty Images and Getty-owned iStock.com. Getty says its study surveyed more than 10,000 consumers and professionals in 13 languages over 26 countries. Wellness The purpose of identifying the four Forces, according Getty’s Global Head of Creative Insights Dr. Rebecca Swift, is to “arm brands with the very best understandings so that they can better choose visuals which align with their aims and target audiences.” The Forces, she told ClickZ via email, are powerful influences “on the way people behave, and, ultimately, the way they make decisions.” Swift added that the four Forces can increase or decrease in intensity or over time, “depending on who and where you are in the world.” Wellness isn’t only about physical health or body image, but also includes emotional, mental, spiritual, family and relationship fitness. “It’s up to brands to take more of a 360-degree view of a life lived well,” the report says. Audiences that are more responsive to Wellness imagery tend to be more female, value “kindness” and “joy” in life, and have higher incomes. Since Wellness is fueled by celebration and togetherness, a gallery of images on this theme represents one aspect of this force. Here’s a sample image: Credit: AsiaVision / Getty Images Technology Technology, says Getty, is not necessarily about devices, but about people’s relationships to tech. The driver is a desire for more efficiency …

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How to leverage AR in your digital marketing strategy

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30-second summary: AR serves as one of the best opportunities for digital marketers to promote their product effectively. It makes it easy for a customer to visualize the product before purchasing. Digital packaging makes it more engaging and drives higher sales. Using AR with digital marketing strategy gives an authentic and unique perspective to the brand. Augmented reality (AR) is no more a concept limited to sci-fi movies. If you are familiar with the digital retail digital marketing of 2020 , you must have known that it has made its way to marketing long before. Marketing experts are showing interested in adopting this amazing technology in their digital marketing strategy. They have some compelling reasons for this. Do you know, 72% of online shoppers buy products they had not planned because of AR? Or that 61% of them prefer retailers that use AR? In 2020, 32% of users had already …

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How Using Emotional Marketing in Content Can Help Drive Way More Sales

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Whether you care to admit it or not, the decisions you make today will be driven by your emotions. In emotional marketing, we talk a lot about using psychological triggers to get customers to click, convert, engage, etc. “By leveraging common psychological triggers all people have,” you might hear, “you can drive more sales.” While it may feel like we make decisions with our minds, using logic and reasoning, the “mental triggers” we hear about are tied more to emotion than anything else. Case in point, Antonio Damasio spent time studying individuals with damage to the area of the brain where emotions were generated and processed. While these subjects functioned just like anyone else, they couldn’t feel emotion. The other thing they had in common was they all had trouble with making decisions. Even simple decisions about what to eat proved difficult. While they could describe what they should be …

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Key insights: AI Summit highlights, microbrowser advertising, and customer engagement sweet spots

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30-second summary: We’re not in a “post-COVID” world, we’re in a “coexisting-with-COVID” world where essentialism and humanization will matter the most Now is the time for marketers to dive into their data and reconsider the technology they use to understand the customers’ pulse Emerging habits of the “Interim Normal” The common line of vision for the bigger picture of the oncoming times will be based on hyper-targeted advertising and marketing Keeping it light, engaging, and interactive isn’t an option anymore – it’s a prerequisite for brands wanting to succeed at marketing and advertising More on the big-four of microbrowser advertising, the sweet spot for engaging your audience globally, and the secret sauce to marketing success in emerging times The answers lie in the data and how it is digested and applied will continue to play a vital role. Today we’ll take you through key takeaways from our AI Summit, new …

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Tech Talk with Jivox: Personalization and ecommerce marketing

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30-second summary: Between multiple devices, fast-paced lifestyles, ever-changing minds, and the pandemic getting the brand message across is usually a shot in the dark. So many disparate marketing tools only make the task tougher. As confusion ensues, costs go up and productivity is impacted. Brands have to, at all costs, find the best way to predict customers’ path-to-purchase that works in the new normal. The winners of this new economy are going to be brands that can deliver their products directly to consumers digitally and achieve excellence in personalized ecommerce marketing. With a cloud-based, data-driven, and AI-powered platform, Jivox delivers personalized digital advertising and marketing experiences at scale; engaging consumers with the right message in real-time and across all channels. A modern brand is faced with many disruptions. And embracing the evolving needs of the modern brand is no longer optional, rather a compulsion. One of the most dominant needs …

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Cardlytics combines ad tech with fintech to create a unique walled garden for advertisers

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30-second summary: Atlanta-based Cardlytics is an ad platform that operates within banks’ native digital channels. Cardlytics brings the worlds of ad tech and fintech together within a fraud-free and brand-safe environment, offering a high degree of trust. Cardlytics boasts an audience within the US of more than 125M monthly active users. Larger than Snap, Twitter, and Pinterest. The Cardlytics platform enables banks to send offers to their end customers and enrich the banking experience by getting cash back. Advertisers can show ads to potential customers to motivate online and in-store purchases, and they’re also able to give their customers cash back. Cardlytics sees 1 in 2 of all credit and debit card swipes in the US, which enables them to understand how a bank user engaged with an offer through the platform and then went on to make a purchase. Cardlytics has helped customers get back nearly half a billion …

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How to Create an Engaging Value Proposition

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Warren Buffet once said, “Price is what you pay. Value is what you get.” Having a solid value proposition is one way your company can illustrate and introduce its value upfront. In just a few sentences, your company’s value proposition should describe your main selling point and draw in customers. A good value proposition tells your customers what they can expect to gain by doing business with you. What is a Value Proposition? A value proposition answers the question, “What makes your organization special?” For example, Facebook’s value proposition is a simple one: “Connect with your friends and the world around you on Facebook.” Facebook’s answer to “What makes your organization special” is “we can connect you to anyone, anywhere.” Think of it like this: Why should a customer pay attention to your brand in the first place? That’s where you should start when developing your value proposition. A good …

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Steering retail into 2021 with digital at the wheel

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30-second summary: The shift to online shopping was already well underway pre-pandemic. Consumers are taking advantage of expanded service offerings to get the products. Customers see digital and in-store as two facets of the same experience. People are looking for brands to deliver instantly on the values they believe in. In the absence of historic data, BI and search insights have become critically important. Now that the holiday buying season is well underway, we’re seeing the extent to which the year of the pandemic—and its unusual consumer trends and behavior—is impacting the retail industry. While some of these trends could revert to historic levels post-pandemic, others will likely change retail into 2021 and forever. The shift to online shopping was already well underway pre-pandemic, although no one could have predicted the speed at which adoption would increase over these past months. As digital accounts for an increasing proportion of purchases, …

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COVID-related digital behaviors that won’t going away in 2021

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30-second summary: Market volatility and rapid shifts in consumer behavior will continue in 2021. The longer the COVID pandemic goes on the more ingrained digital behaviors become. Shoppers are buying more online and spending more when they do. Consumers are becoming more comfortable online experiences over with time. Taking in-store experiences and taking them digital is becoming more common. Search and market insights are becoming mission-critical for all marketers To say the last several months have been a roller coaster would be an understatement. This year has been one for the books as we’ve collectively experienced something no generation before us has: the impact of the COVID-19 pandemic on a constantly connected, technology-empowered population. We’ve run the gamut of emotional states and economic impacts. As brands and consumers alike prepare for our most unusual holiday shopping season yet, it’s become clear that we’re in this for the long haul. While …

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Supporting Small Business Saturday with 2020-Conscious Marketing

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Posted by MiriamEllis Image credit: Elvert Barnes “Conscious spending with the community can contribute to neighborhood sustainability.” — Christine Araquel, The Park’s Finest I encountered this quote from a restauranteur on the American Express Small Business Saturday website , and just these few words called a vivid image to my mind: local business owners and customers gazing together toward the horizon, hoping to pierce the clouds of COVID-19 and see them clearing away, revealing communities that are still standing, and still capable of sustaining our hometowns, our cities, and our dreams. 72% of consumers believe they will frequent neighboring businesses more after the crisis is over, but that will take all of us doing our part now to ensure as many SMBs are still there to greet us when better days return. In Q4 of 2019, I used my column to encourage local business owners to start having meaningful conversations …

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Influencer Marketing for E-commerce: Tools and Tips to Grow Your Brand

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To have a successful e-commerce platform, you have to pay to play. Some of the top US brands spend billions on advertising to secure their internet advertising space. If you can’t keep up with the big companies that spend billions of dollars on their advertising campaigns, there are still a few ways you can get your brand noticed. One such method is an influencer promotion campaign. It’s a quick and effective way to help with brand recognition. You could also invest in some tools that will make working with influencers simpler. In this guide, we will break down these unconventional forms of marketing. How Using Social Media Influencers Can Grow Your E-commerce Brand Influencer marketing is the practice of working with well-known social media users to grow your brand. For example, if you have a popular skincare line, you might have a well-known lifestyle influencer try your product and tell …

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