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How our visual culture is shaping the future of digital marketing

How our visual culture is shaping the future of digital marketing

Nowadays the incorporation of images to reinforce the digital communication has become the common denominator. Everyday digital platforms offer more tools to facilitate the inclusion of images on our digital content and digital development, improve their quality and make them more interactive and attractive to the audience. The purpose achieved was to take the traditional analogic visual culture into the digital world to lead digital expressions to the same effective level but with the possibility to reach a bigger audience, in a more direct way and with a cheaper cost. All this advantages have consolidated the digitisation of our visual culture. The proliferation of digital tools, social media, new technology, such as tablets and smartphones, and their applications have increased the digital visual culture development in a stunning way.

From Visual Culture to Digital Visual Culture:

Images have been an effective communicator and its development as part of our identity is what is understood as  Visual Culture, the way that we express ourselves through images and the composition that we construct of them. Visual Culture has played a crucial role in communication and particularly in marketing, as an image can produce a huge impact in our brain to remember a product or a brand. This is the reason why visual culture could not be forgotten on digital development. In fact, digital visual culture is extremely strong and everyday more and more as currently everyone count on a camera in their pockets and can easily participate on digital visual culture construction thanks to the devices which has become common in our society and the spreading of Internet access. Such an elements have made of digital visual culture an aspect of our society that includes the participation of the mass and actively invites to reinforce the communication between emitters and receptors. In this way, nowadays it is possible to create, for example, digital marketing campaigns where the consumers of your product can participate on its development, the creation of content can be much more dynamic, fast and varied to reach specific targets and, the feedback results can be immediate.

The Evolution of Digital Visual Culture.

The digitisation of images has allowed the communication field transform the images in powerful elements to support your presence in the market. The definition and quality of images was considerably improved from the printed images and more important than that, it’s proliferation through the audience has reached levels never possible before. The digitisation of visual culture has helped communication to reach a wider audience, directly to their electronic devices and in a cheaper, faster and and higher quality way which moreover, it success can be easily tracked.

However, those characteristics are not the only evolution that visual culture has experience after the digital era. Since images have reached a relevant role in digital communication, the development of it has been unstoppable too. Static images, simple pictures…have turned into images with effects, videos and short videos, gifs, digital animation and more recently 3D and the development of Rich Media.

What is Rich Media?.

The future of Visual culture is intrinsic to Rich Media, a digital advertising development which allows you to include advanced features such as video, audio, and several elements to create a stronger engagement to your content from the audience. Rich Media can offer you the right communication strategy to involve an audience to your advertisements. Brands such as L’oreal, Nutella, Peugeot or Netflix are already incorporating Rich Media advertising to their digital communication and sale strategies.

The Future of Digital Visual Content is Here.

It seems that nowadays consumers expect powerful contents and effective communication through short texts. The context counts as much or even more than the content, the speed of our lifestyle and the facilities that we have now to access to new technology make us to be more interested in visual content than just a flat communication relied only in texts. The incorporation of dynamic visual communication is not an option to create successful content which will be empowered by the strength of digital visual culture.