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Communications & Marketing


and images pretty much 24/7 these days, it is very easy for our individual stories be lost among the information torrent.


A picture gets your message across The expression, ‘Use a picture, it's worth a thousand words,’ first appeared in an article quoting newspaper editor, Tess Flanders, who was discussing journalism and publicity in her paper the Syracuse Post Standard. This was a few years earlier than


Bill Gates. It was in fact on 28 March 1911!


Maximum meaning Because we have so much information to take in these day we all tend to skim read and we will only engage further if it’s something that really captures our imagination or ticks our box. Even then, on average, we only


remember around 20 per cent of what we read. That’s because over 80 per cent of what we retain is through visual stimuli.


Quite simply our brain grasps and


absorbs images far more readily that text and most importantly, this is also retained for longer. When it comes to websites and social media these have a constant and huge appetite for images. Look especially at Pinterest and


Instagram. These platforms really understand the capability and power of visual imagery and that’s why nowadays, they play such a huge part in our modern world.


In your pocket and by your bed Instagram is now reportedly returning ten times more engagement with its users than sites such as Facebook and Twitter. It is no surprise then that


Facebook recently paid $1bn to acquire Instagram. The shift to mobile devices also means that those images are with us both instantly and constantly. Mobile devices now account for


around 65 per cent of all digital media communication, with the communications regulator Ofcom


‘Quite simply our brain grasps and absorbs images far more readily that text and most importantly, this is also retained for longer. When it comes to websites and social media these have a constant and huge appetite for images’


saying that UK adults spend an average of eight hours and 41 minutes each day on media devices. That compares with the average


night's sleep of eight hours and 21 minutes!


Rise above the competition So what does this all mean to those of us involved in or using, marketing and communications in our business lives? In our integrated, multi-media


environment the challenge of having our marketing messages heard is getting harder and harder. Whatever we do, must therefore, really standout.


Make your images count Here at Nexus Creative we bring our marketing and communications expertise to approximately 400 businesses, organisations and individuals. Interestingly, one similarity we


see between them all is that ‘content’ in all its forms is usually the very first thing that they ask to us improve and manage. For many clients and many of


our colleagues involved in advertising, marketing and communications, those words from Bill Gates have perhaps been simplified, leaving some people to


Feature


now equate content predominately with the written word. So what do clients usually ask


for? Do they always ask for more words? Well, our new clients on the whole, tend to like to see more volume in terms of content including more wording. Sometimes it is a challenge for


us therefore, to tell them that we plan to target a database of potential clients with a brief marketing message and that this will be nothing more than a picture and two words. Why do we do this? Well simply,


because we know it works! With the perfectly judged image


(one that stops a potential client in their tracks and makes them say ‘That’s exactly what we’re looking for’) plus a few very brief words to drive a call to action, well, we know this is something that often, perfectly hits the nail on the head.


Wise and simply words It is worth remembering therefore, when commissioning your next marketing campaign or producing one, to take a step back even beyond the words of Bill Gates and recall that phrase from Tess Flanders back in 1911. And that’s because, when you do


find the perfect picture, it is always going to be, ‘worth a thousand words.’


May 2017 CHAMBERLINK 43


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