Leveraging the Infographic

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What makes a great infographic?

Care and targeting intention makes a great infographic.

Well, that was easy. But how do marketers exhibit and monitor care and targeted intention while putting forth meaningful content that hits the four E’s (excite, education, experience, and engage) of the social and digital media framework?

A wealth of strategies from social and digital media sources offer tactics and habits that can guide a marketer through the infographic-creation process and criterion of highly effective infographics that will provide marketing leverage.

One of the primary principles of effective infographia can be drawn from Social Caffeine,

In a nutshell, “Don’t Be Lazy” because, “Infographics don’t just appear at the click of your fingers. Creating good infographics takes time and effort. You’ve got to start with a ton of research to find data that has the power to shock, educate, or provoke an emotional reaction. Then you’ve got to check that data is from a reliable source.Finally, you’ve got to pull together your data into a quality design. That means investing time designing it yourself (there are low-cost design solutions if you’re not a wizard with Adobe’s software), or hiring out the work to a pro designer.”

Now that we’ve dug in, done the research, and produced the visual, it’s time to consider our infographic’s effectiveness prognosis in a see of mass media.

“As the social media powerhouse Jeff Bullas has pointed out, infographics are so effective because they:

  1. Are Attractive. Good looks draw eyeballs and create “addictive content”.
  2. Are Scannable. The web has transformed the way we read and take in content. People skim-read instead of pondering every word. Infographics are highly scannable, so they’re perfect for the modern reader.
  3. Have Viral Potential. Infographics are easy to share, and people love to share them.
  4. Show that You’re an Expert. Infographics display a ton of data in an easy to understand way. As such, they can position you as an expert in your field.”

Interactive Infographia and “Motion Graphics.”

Interactive Infographia delivers experience while covertly requiring engagement.

Motion Graphics may feel more film-like, but offer marketers a tool with which to excel at the storytelling component of great content creation.

Grow ideas and become inspired as you progress through traditional marketing steps in the social and mobile marketing framework. This motion graphic hits the four E’s. It Excites, engages, educates through process, and offers consumer experience with the birth and fruition of ideas.

How much motion do you really need to offer? Tailoring dynamics to message are an important intangible of infographic design.

Bizbrain.org brings us this motion infographic. It’s motion is stylistic and used in a strategic and impactful way.

http://www.bizbrain.org/coffee/

The Dare Grad Scheme predicts an infographic usage trajectory that is all-encompassing stating that, “Soon, there will be an infographic about everything.”

Are you ready to dive in to infographia?

Viewing this Canva-created motion graphic is a great way to take-the-edge off and begin building a user experience that will excite, educate, offer your consumer a meaningful experience, and engage that customer in playing an active roll in the marketer-consumer relationship.

 

http://www.socialmediatoday.com/social-networks/2015-04-16/how-leverage-power-infographics-social-media

http://lorirtaylor.com/infographics/

 

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Leveraging the Micro-Moment is Seizing the Moment

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Mobile micro-moments can be an impactful marketing tool when every aspect of their management is strategic. They can increase responsiveness, excitement, and brand loyalty when they are consumer-centric and hyper-relevant to that consumer.

From the creative team at blog.kiip.me, these infographics demonstrate how a marketer can, “Own,” the micro-moment.

 

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This definition breaks it down to simple addition.

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The consumer has a personal relationship with their mobile device. So much so that their device is a part of their personal identity. How do marketers leverage this mobile–yet captive–audience?

How to be in the micro-moment with your customer? It begins with an understanding of when, how, and why the micro-moment occurs.

Steps marketers–my crib-notes version–can take to systematically maximize success of micro-moments from Google’s micro-moment website are outlined here:

1. Make a moments map where you identify a set of moments you want to win or can’t afford to lose. Examine all phases of the consumer journey and map when people want to find inspiration, learn about your product, make a quick purchase, or anything in between.

2.Understand customer needs in-the-moment by putting yourself in the consumer’s shoes and asking what would make it easier and faster while considering what content or features would be most helpful in the moment.

3. Use context to deliver the right experience through leverage of contextual signals like location and time of day to deliver experiences and messages that will feel tailor-made for the moment. An example is providing search information of in-stock items when customer is at location.

4. Optimize the journey so people can move seamlessly across screen and channels. Clarity of message allows for maximum impact when competing messages and fractured journey are not allowed. Focusing entirely on the customer perspective and organizing moments around that is necessary.

5. Measure every moment that matters so that you can continue to improve the value you provide.

Mobile micro-moments can be an impactful marketing tool when every aspect of their management is strategic. They can increase responsiveness, excitement, and brand loyalty when they are consumer-centric and hyper-relevant to that consumer.

google-micro-moments

Marketers are challenged to maintain mindfulness of the micro and macro pitfalls associated with delving into the micro-moment experience with their customer.

A successful micro-moment plan is reliant upon the pre, during, and post maintenance and procurement of the details. The substance of the micro-moment must be relevant, which is much more intimate than merely “relatable.”

Because details can easily be over-looked, there is a possibility for an attempt at a positive, stimulating micro-moment to turn into an annoyance and a brand negative. Mindfulness of all communications in the marketer to customer relationship is essential. With conscientious maintenance of the micro-moment tool, the relationship grows in a rewarding fashion for both parties.

Lead graphic from https://thinkwithgoogle.com

Article sources include these:

http://searchengineland.com/shifts-consumer-behavior-driving-googles-maturation-227390

https://www.forrester.com/Micro+Moments+Are+The+Next+Frontier+For+Mobile/fulltext/-/E-res118691

https://www.ama.org/publications/MarketingNews/Pages/your-mobile-moments-are-shrinking.aspx

https://www.soulfx.com/the-new-battleground-for-brands-in-2015-the-mobile-micro-moment/

http://www.adweek.com/socialtimes/5-ways-marketers-can-take-advantage-of-micro-moments-on-the-apple-watch/621984

For the Love of the Infographic

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There is nothing as visually content-satisfying as a good infographic.

A relevant infographic can touch hit all four E’s. It can excite, educate, provide product experience, and engage the consumer. When a marketer delivers the four E’s it’s similar to a chef hitting every flavor note on a foodie’s palate.

Good content is not a shot-in-the-dark proposition. Solid content creation comes from an understanding of consumers served by a company’s products. Communication through content–that is relevant to these consumers–meets needs when it provides specific answers in an engaging manner. The visually engaging infographic is a focused package that hits all content marketing requirements.

Canva.com reports the Infographics are shared three times more often than any other visual content. If it’s worth a share, relevant data is communicated in a relevant context.

Many design services offer starter templates to hook social media marketers on the practice of creating content experiences through the visual infographic.

https://designschool.canva.com/blog/visual-content/

Five criterion of solid content creation are highlighted below.

Providing relevant content must function as a strategic initiative. Quality not quantity; every piece must meet high relevancy requirements. Resist the urge to fill space with watered-down content. Rand Fishkin suggests maximizing human resources so that they’re concentrated performing big content such as mini-sites, videos, and interactive infographics.

Growing search traffic must include SEO sensitive content creation. Working strategically through content creation promotes search effectiveness. After identifying keywords and phrases that drive most traffic to a company site, content can be created to support those high-frequency searches. Because this methodology forces a high standard of content creation, it can only benefit a company’s content marketing and SEO results according to Neil Patel.

Storytelling is the hallmark of relevant content creation. Heidi Cohen’s blog details the benchmarks of engaging storytelling;  “Using a hook to pull in readers, ensuring every story you tell has a beginning, middle and end and delivering an ending that’s worthy of the build-up used throughout the story.”

Connecting data with documents in, “innovative and meaningful,” ways offers ease and builds fluidity from consumer to product information. Scott Abel advocates combating fatigue through harnessing new ideas, techniques, and tools through interactive data visualization. This relevancy and engagement focused content creation offers opportunities—through modality—for pleasant/enjoyable connection with data.

Answering the 30 top questions the target audience if most interested in, is a primary value offering. Barry Feldman promotes eliminating brainstorming efforts determining an audience’s content desires. Through strategic creation of content (blogs, posts, videos, etc.) pertaining to those 30 questions, the consumer receives answers to questions that may be delaying or prohibiting their purchase. Providing answers thoroughly demonstrates commitment to value delivery.

Where Does Coffee Come From interactive infographic example hits all five criterion: http://www.bizbrain.org/coffee/

Consider this contribution. All of the best visual engagement content for social media can be contained in an interactive infographic.

Infographia could grow to become the most powerful visual content marketing tool.

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The 4 E’s of successful social media marketing are displayed through the visual–infographic–marketing of these examples.

The 4 E’s come to life through the visual infographic.

Excite and Educate the consumer, Provide a product and/or service Experience, and Engage the consumer thereby beginning a relationship and growing existing relationships.

 

 

Micro-Moments Require Macro-Relevant Content

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Micro-moments are quick vortices of relevance for the mobile user and the marketer. Leveraging these bursts of consumer attention requires relevant, specific, and timely content. How a marketer tailors these messages requires a personalized understanding of how consumers are using their personalized mobile devices.

In this infographic, the creative team at Noblestudios.com demonstrates how a marketer can become a, “Micro-moment hero.”

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The largest challenge in writing about a marketer’s need to home in on micro-moments is tip-toeing around plagiarism because of the wealth of concise, micro-specific, written material on the subject. Google has invested in a website specifically for marketer education surrounding micro-moments. And many—if not all—articles quote their statistics. https://www.thinkwithgoogle.com/micromoments/

Micro-moments are the intensely-focused purpose-driven usage that occur between a user, an app or web/mobile site, and their personal mobile device. These moments are “micro” because of their ever-shortening duration. They are the moments that surround decision making. Google says that the four moments every marketer should know are these: “Want-to-know, want-to-go, want-to-do, and want-to-buy.” A marketer will appreciate that a readiness for maximizing their messages/marketing during these moments will demonstrate results.

Micro-moments are the fine-tuning of targeted marketing. When the consumer is hyper-focused, marketers leveraging that moment will build relationships and have the capability to measure the results of them.

Forester Research explains that measurement of micro-moments is measuring a mind shift that users have made while using their mobile devices. In this moments, sensory triggers have a heightened importance. “The triggers that create micro moments must be timely, simple, and hyper-relevant.”

https://www.forrester.com/Micro+Moments+Are+The+Next+Frontier+For+Mobile/fulltext/-/E-res118691

Google provides a statistical “snap-shot” of how usage has formed these micro-moments, “As mobile’s share of web sessions has increased 20 percent in the past year, the time spent per visit has fallen by 18 percent, according to the company. Users dart on and dart off their phones to find information, but Google also says that mobile conversion rates have also increased by 29 percent, aggregated Google Analytics data shows.”

http://marketingland.com/google-says-micro-moments-are-the-new-path-to-purchase-131009

Marketing to moments and capitalization of and creation of micro-moments requires a marketer’s hypersensitivity to detail and relevance. The key is to design applications and sites that deliver the exact, relevant interaction in a mobile moment. Josh Bernoff explains, “A micro moment is a mobile moment that requires only a glance to identify and delivers quick information that you can either consume, or act on immediately”

Because managing micro-moments allows a marketer to: “. . make it easy to buy on impulse, alert people that they ought to take action, and alert people that no action is required”, they are a powerful tool when used with immerging wearable and location-based technology.

An example of a well-managed micro-moment is the mobile event activated by a wine vendor. “Wines ’Til Sold Out (WTSO) sends a notification that sounds like clinking glasses telling you the wine of the day. Buy a bottle and get a great deal, if it’s not too late. One day, WTSO sold 105,000 bottles. Flash sales like that are a powerful way to win in a micro moment.”

https://www.ama.org/publications/MarketingNews/Pages/your-mobile-moments-are-shrinking.aspx

From https://www.plus.google.com

Micro-moments

 

Lead Image Jenbear designs Jenbear.com

Micro-Moments by Think with Google

Source: Micro-Moments Require Macro-Relevant Content