The Current and Future Role of Visual Media in Marketing

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by Ayaz Nanji
Nearly two-thirds (65%) of senior marketing executives say visual assets (photos, video, illustrations, and infographics) are core to how their brand story is communicated, according to a recent report from the CMO Counciland Libris.The report was based on data from a survey of 177 North America-based senior marketers (52% from B2B companies, 18% from B2C companies, 30% B2B-B2C hybrid). One-fourth of respondents work for organizations with more than $1 billion in annual revenue.

Infographics are viewed as being extremely important to current marketing and storytelling strategies, with 57% of respondents saying they are critical; 46% of respondents say photography is critical, and 36% say video is critical.

Below, additional key findings from the report.

Future Importance

  • 79% of respondents say they think the role of video in marketing will increase in importance in the future.
  • 60% of respondents say the role of infographics will increase, and 50% say the role of photography will increase.

Budgets

  • 24% of respondents say they say spend less than 5% of their annual marketing budget on visual content.
  • 42% say they spend between 10% and 25% of their budget on visual content.

About the research: The report was based on data from a survey of 177 North America-based senior marketers (52% from B2B companies, 18% from B2C companies, 30% B2B-B2C hybrids).