leveraging infographics, video, and interactive media to attract and engage customers Gamble, Stephen creator text Hoboken Wiley c2016 monographic xvii,346 p.: col. ill. ; 27 cm. Your ticket to generating better results through infographics Visual Content Marketing is a more than just a guide to infographics. Written for business people dealing with complex offerings, this is a hands-on, in-the-trenches guide to leveraging this emerging medium to reach bottomline business goals. Uniquely, this book addresses the full range of visual solutions, with an emphasis on using these products to create real business value. Inside, you'll learn the ins and outs of infographics, interactive pictograms, video, animations, data-driven visualizations, and other conversion-generating graphical content. Get inspired by the groundbreaking examples showcased here, and learn how to manage every aspect of visual content, from sourcing suppliers to leveraging content on the appropriate media platforms. Author Stephen Gamble is a leader in visual marketing solutions, with over twenty years of experience in the industry. Thousands look to his firm, Frame Concepts, for insider tips on generating revenue with the help of innovative graphics. This insider knowledge is at your fingertips in Visual Content Marketing. To meet your demanding business goals, you need new ideas. This book will show you how to infuse visual content where and when it counts.-Generate high-quality leads and revenue with infographics, video, data visualizations, and more -Identify the visual marketing and engagement strategies that will work for your business -Source and manage talented content suppliers who will deliver on your strategic vision -Integrate eye-popping visual solutions to update your brand and achieve your business goals Focusing on the visual is the secret to success in the effort to win customer engagement and attention. Visual Content Marketing is applicable to every business function and industry. With this book, you have the start-to-finish information you need to leverage visual solutions to great effect Acknowledgements About the author About the content About frame concepts Dedication Foreword References Prologue: a call to visual action about the author and this book First-hand knowledge of communication challenges and visual solution Presented from the perspective of a business person, not a designer about this book Main sections Brief contents Contents Preface Authors' acknowledgements Part 1 An introduction to marketing communications 1 The scope of marketing communications Aims and learning objectives Introduction Defining marketing communications The engaging role of marketing communications The tasks of marketing communications The marketing communications mix Marketing communications in context Marketing communications in a customer journey context Delivering consumer experiences Marketing communications in an international context Standardisation versus adaptation Global consumer culture theory The impact of social media in a global context Marketing communications in a technological context Big Data Data management platforms Programmatic technologies Mobile Consolidation and convergence Marketing communications in an ethical context Comment Key points Case: From running shops to serving customers: The Tesco turnaround story Review questions References 2 Communication: theory, interactivity and influencers Aims and learning objectives Introduction A linear model of communications Issues associated with the linear communication process The influencer model of communications The interactional model of communications Dialogue Relational approaches to communications Word-of-mouth communications Definition and motives Opinion leaders Opinion formers Developing brands with word-of-mouth communications Influencer marketing Amplification Visual communication Brands and the use of visual communication Adoption and diffusion Process of diffusion Key points Case: Gymshark Review questions References 3 Understanding buyer behaviour and improving engagement Aims and learning objectives Introduction Information processing Attention Perception Learning Attitudes Decision making Fear, uncertainty and perceived risk Decision-making processes Consumer purchase decision-making processes Organisational decision-making processes Social selling Ethics and decision making Involvement theory The influence of mobile technologies on buyer behaviour Usage Multitasking and layering media Attention levels Visual vocabulary Chat User-generated content Contemporary approaches to understanding buyer behaviour Hedonic consumption Tribal consumption Ethical consumption Behavioural economics Key points Case: How Aldi re-energised an existing advertising concept to reignite growth Review questions References 4 How does marketing communications work? Aims and learning objectives Introduction Engagement and the role of marketing communications How does marketing communications work? Interpretation 1: sequential models / Stephen Gamble (Author) Includes index (p.332 - p. 346). eng Internet marketing Business & economics Organizational Behavior Business & economics Industrial Management Business & economics Management Business & economics Management Science Marketing sur Internet Media 658.872 GAM 9781119157434 9781119158554 9781119158547 1119158559 1119158540 1119157439 MUL 20250711062349.0 eng.