Infographics and Visual Representation of Data

By OctaneGo, December 3, 2013 | Tips & Resources

In this era of fast moving and evolving technology and content on demand; there are multiple options for smart consumers to gather relevant and important information about products or services. With so many options available (websites, mobile, radio, television, email etc.), people have the power and a lot of control on what they want to see or read and if they don’t like the message in front of them, they also have the trigger to skip it or completely shut it down. Therefore, grabbing attention of people, and by extension, consumers, is the biggest challenge for marketers all over the world. So how are marketers supposed to put across a message that catches the eyes instantly and grabs attention?  Surely that is a though task right?

Enter ‘Infographics’ to a marketers’ rescue!

One of the many ‘cool’ methods used by savvy modern marketers, Infographics are a blend of putting analyzed content/data and art together — an easy and no fuss way to share and spread information! Therefore simply put, Infographics are a visual way to represent data which is smart, crisp, colourful, creative and easy to read.

Now, we all know that ‘a picture speaks more than a thousand words’; but still, notice that how even at art galleries, every picture has a short description to narrate to the viewer the thought process of the artist. This also applies on marketers and marketing messages. They need a crisp and interesting way to communicate with their audience and also share all necessary information within the short time frame that they have the customer’s attention for. And if done well, an infographic can even become popular for sharing and gain a virality of its own. That’s a marketers dream come true!

We think, Infographics can be deployed by marketers in both B2B and B2C scenarios. You can make your clients and consumers understand what you actually do/are proposing via a fresh Infographic rather than using run of the mill PDF files, presentations or ‘advertorials’. You can have an in-house creative team that can design Infographics for you to represent research data, analytics data or even quarterly business data. If you don’t have an internal team, there are many websites available online that will create Infographics for you for free or for a minimum fee.

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An Infographic on the Journey of Email Marketing

(Source: http://www.returnpath.com/)

So how can marketers deploy infographics?

  1. Social Media– Marketers know that images get more likes, clicks, tweets and shares on Facebook and Twitter; therefore an Infographic is a great way to communicate on this channel. Slideshare, Pinterest and Google+ are also run on the same principle with more image and link sharing than just post sharing. This obviously makes infographics the new best friend of all social media platforms for marketers.
  2. Websites– When you open your website’s analytics how many visitors actually spend more than a minute on pages like about us, our story and why us? Very few. This is because no one has the time to read text that goes beyond a paragraph. Infographics can give the visitor what he or she needs— only factual data with crisp one liners that will quickly educate, excite and possibly entertain your visitors.
  3. Email Marketing– With email marketing, Infographics take a twist. It can go beyond a single image that represents all data and more towards creating a blend of images, HTML design and links. Again the agenda is to grab attention, educate, excite, build traffic and increase the percentage of clicks. For example, create an HTML flowchart that work as an Infographic and every box is linked to a page creating more traffic on the website or the page linked to it.
  4. Mobile-According to the data we see at Octane, currently about 40% of people access their email on their smart phones on a regular basis (this number is increasing rapidly). Therefore mobile devices have become a very important interface to access/provide information for consumers and marketers. Infographics can fit well within the quick access and rapid fire environment that makes it easy to quickly consume information and share it forward.
  5. Search Engine–The Google crawler doesn’t read the text in the images but Infographics are a handy tool for search image rankings and to create back links for your website especially through various social media websites. Embed your website link to the Infographic along with the correct keyword using alt tags and that will create a string of back links as more and more people find it on search engines. As a result, your SEO initiative can also become stronger.
  6. Old School Posters –Last but not the least, the beautiful art work of your infographic can always be printed out as a high quality brochure, pamphlet or poster and shared with your target audience in an offline environment. Again, the idea is to grab attention, educate, excite and possibly even create a memory of an interesting encounter of the recipient with your brand.

So, we feel infographics are a great tool for both creative and informative pursuits. If done well, they can create a win-win situation for marketers as they can help them do the three most important things—cut the clutter, reach the target audience and attract new visitors! These things can in-turn create more leads, help towards customer retention and also provide the experience necessary to analyse the performance of these initiatives in an effective manner.

We hope this information excites you and guides you to try infographics out for your business. Do share with us your efforts! All the best!

 

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