Driving customer engagement is the No. 1 objective for digital marketing departments, as per the “The Future of Digital Marketing” study by Mondo. The study was based on an online survey of 262 digital marketing decision makers from startups to Fortune 500 companies.
Thanks to the growing popularity of social media, visual content has become the number one way to engage with the millennials. Photos now account for 93% of the most engaging posts on Facebook.
However, content generation is key challenge in providing engagement visuals. More companies are relying on consumer generated content created on online platforms like Olapic, PicMonkey, Visual.ly etc to market their products to the masses. This may be especially effective in high involvement categories like sports, fashion, jewellery and food to build engagement and loyalty.
Olapic democratizes the Visual content creation which is one of the biggest challenges of content creation – “Pics of the customers, by the customers and for the customer.”
Olapic allows brands to crowd source images from its customers/ prospects and build original content generated by users. And with social media, marketers can reach users directly and quickly using the visual content – by building a relationship across multiple platforms. This can be packaged in the form of a campaign or contest for example, the famous #ALSicebucketchallenge or #Selfiewithdaughter
Olapic makes consumer generated content more cost effective, considering that most of the pics are uploaded for free by the users. It also makes brands and agencies lives easier as time is a critical factor in driving engagement.
These visuals could also be used for qualitative research, where customers are asked to take photos of their activities “in the moment” to help brands understand their customers better. Currently brands spend millions to get this kind of data to get customer insights.
The tricky part for the marketers will be to have motivating campaigns for consumers to start pushing these “user generated selfies” to get a critical mass for the engagement. Any ideas?