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Pictures are important... for sales....

Have you noticed in the last ten years how the Web is transforming from a text based medium to something much more graphically based.  This month YouTube is five years old.  In that short timeframe video streaming on the Web has become normal and unremarkable occurrence.  Static images have also become more important in search marketing.  With the introduction of Google Base you can create a data feed using a spreadsheet, an XML data feed or use the Google API to make sure Google knows about your products and your images.  This chart shows the importance of taking advantage of this free service.  Everybody in marketing is concerned with return on marketing investment (ROMI), and if you sell tangible products this has to be one of the first tactics to use. This chart’s data comes from the May issue of the US magazine Internet Retailer.  Their survey of US retailers shows that whilst 38% showed no improvement on click-through rate, a similar amount of retailers do get an increase.  All by just by adding a picture that can be displayed in the search results.  Over 20% get an increase of greater than 10%, with nearly 6% getting a 20% increase or more.  The cost of this kind of search marketing activity is just the time needed to create the product feed.  The cost of the marketing investment never gets much lower than this.  That is, if you already have existing good quality product images. It shouldn’t come as a surprise that pictures help sell products, after all a large amount of our brain is devoted to image processing.  If you want to start exploring the science behind this then start by looking at this academic paper that used brain imaging techniques to explore how brains remember pictures much better than words. May 2010
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Pictures are important...

for sales....

Have you noticed in the last ten years how the Web is transforming from a text based medium to something much more graphically based.  This month YouTube is five years old.  In that short timeframe video streaming on the Web has become normal and unremarkable occurrence.  Static images have also become more important in search marketing.  With the introduction of Google Base you can create a data feed using a spreadsheet, an XML data feed or use the Google API to make sure Google knows about your products and your images.  This chart shows the importance of taking advantage of this free service.  Everybody in marketing is concerned with return on marketing investment (ROMI), and if you sell tangible products this has to be one of the first tactics to use. This chart’s data comes from the May issue of the US magazine Internet Retailer.  Their survey of US retailers shows that whilst 38% showed no improvement on click-through rate, a similar amount of retailers do get an increase.  All by just by adding a picture that can be displayed in the search results.  Over 20% get an increase of greater than 10%, with nearly 6% getting a 20% increase or more.  The cost of this kind of search marketing activity is just the time needed to create the product feed.  The cost of the marketing investment never gets much lower than this.  That is, if you already have existing good quality product images. It shouldn’t come as a surprise that pictures help sell products, after all a large amount of our brain is devoted to image processing.  If you want to start exploring the science behind this then start by looking at this academic paper that used brain imaging techniques to explore how brains remember pictures much better than words. May 2010
Click to return to page Click here to download the PowerPoint chart: Click here to download the PowerPoint chart: