Infographics as a Marketing Tool

Jun 15

posted by Alexis Sergeant in STUDENT MARKETING POSTS | 26 Comments

Today's consumer requires instant gratification and has little patience.  The average attention span of the average Internet user is only eight seconds, that is one second shorter than a goldfish and four seconds shorter than it was in 2000 (Connor, 2015). When today’s consumers receive something, they want it the second or minute before it actually appeared on their screen or was given to them. How do today’s marketers standout in presenting information? Rather than reading line after line of boring text, why not something visual and entertaining? Something that clearly explains and compares information about a brand or a product. Why not an infographic?

Infographics are visual representations of information, data or knowledge that present information quickly and clearly. Infographics and advertising work together in a compelling way to interest readers by simplifying information of a complicated subject and giving the viewer a visually enjoyable experience. Infographics are one of the most effective strategies of a digital marketing campaign. An infographic should be visually engaging, contain a subject matter that is appealing to your target audience, and be supported by other engaging content across your website and social channels. Conversations among millennials via texting are mostly done in abbrevs (abbreviations) and emojis, expanding on the changes in the way we communicate today.

In conclusion, we are a very visual society. Infographics are an asset to marketers – they are more likely to be viewed or clicked on over an article, and also, an easier way for consumers to take-in and comprehend information. With that said, there is already too much text in this article, so check out the links referenced below and within the article for visually compelling infographics about infographics.

References

What is an Infographic? (2016). Customer Magnetism – Digital and Social Marketing. Retrieved from https://www.customermagnetism.com/infographics/what-is-an-infographic/

Connor, M. (2015). The Vanishing Attention Span of Consumers.  Business 2 Community.  Retrieved from http://www.business2community.com/infographics/vanishing-attention-span-consumers-infographic-01222971#vk2ePYbwzwEDgwQ5.97

http://www.mdgadvertising.com/blog/wp-content/uploads/2012/05/its-all-about-images-infographic_1000.png

http://www.digitaldoughnut.com/blog/blog/infographic-marketing--why-use-infographics-in-digital-marketing-infographic

Alexis Sergeant is an MBA student in the H. Wayne Huizenga College of Business and Entrepreneurship, Nova Southeastern University. She can be reached at as3181@nova.edu

This entry was posted on June 15, 2016 at 10:44 AM and has received 3300 views. There are currently 26 comments. Print this entry. Download attachment.

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• #1 by Ariel A Rivero on 8/22/16 - 4:37 PM

  

  I believe that Infographics have become a useful way to catch consumer's attention and keep them entertained with what they are reading mostly due to the way Infographics are displayed. What I mean by this is that Infographics are eye-catching as mentioned in the order and they provide a concise summary/explanation about the information being presented, whether it's an infographic for a product or to show research information. The beauty of infographics is that they are filled with images, charts, statistical numbers and facts displayed in a manner that flows well and keeps the attention of the reader for a longer period of time versus your traditional article. Personally, I enjoy reading infographics because it's more engaging with the reader and I prefer the way the information is displayed with charts and graphs. At the same time, I have seen some infographics which in my opinion, do more harm than good based on the amount going on in the infographic. As the article mentioned, our average attention span is 8 seconds which means if an infographic looks overloaded and complex, chances are the consumer isn't going to want to sit there and read through it an try to comprehend the message. Although generally this hasn't been the case in my experience, I have seen infographics which are executed poorly due to the way the information is displayed. Overall, I do think infographics can be beneficial in the advertising world as we are becoming more and more visually inclined individuals.

• #2 by Ariel Rivero on 8/22/16 - 4:52 PM

  

  I believe that infographics is beneficial to the advertising world because the information is displayed in a concise and entertaining manner containing charts, graphs, images and statistical figures to interest the reader. Based on personal experience, infographics are effective because I'm a visual learner therefore; I personally enjoy reading through an infographic versus reading a traditional article. On the other hand, I have seen some infographics which are poorly executed due to the overwhelming amount of information and poor organization. As the article mentioned, our average attention span is 8 seconds, which means that if the infographic is disorganized and seems complex, chances are the consumer is going to skip over it and not read it. The potential to use infographics more and more in the future is definitely there but I think having a clean formal format is crucial to the effectiveness it will have over consumers just because today's generation is more visual than ever therefore; that infographic has to be eye-catching and entertaining in order to draw in the consumers. In my current job, infographics have been used in team meetings to display how our company is performing and for the most part, everyone seems to enjoy the way the information is displayed through the infographic. Overall, I believe that infographics have the potential to expand exponentially and become a great way for companies to advertise.

• #3 by Joanne on 8/22/16 - 11:55 PM

  

  Wonderful blog post about the advantages of infographics. Infographics are an amazing tool that visually convey concise marketing messages. The benefit of infographics depends on the quantity of information being presented to the market. There is only so much that one can put in a picture. As a result, I do not think infographics should be used as a replacement for written text, but as a supplement. The supplement value of infographics is that it can hook or entice a consumer to read a certain article. For instance, a lot of bloggers use infographics as a way to entice readers to visit their blog and read the blog posts. Pinterest, a social media platform, utilizes infographics. A blogger will post a picture of a delicious and moist carrot cake to appeal to a consumer’s taste buds. Yes, the blogger can use infographics to introduce the recipe, but there should also be written text for a more complete consumer experience. I noticed with a lot of infographics that they are very cluttered and busy. If the content is extensive, then infographics are not a beneficial marketing tool. In my opinion, cluttered and busy infographics makes it hard to read the information and decreases the informational appeal to consumers. In A Framework for Marketing Management, Phillip Kotler and Kevin Lane Keller explain that informational appeal involves the assumption that the market can logically interpret the communication (2016). Infographics are not good as the sole tool for helping the market interpret a certain marketing message. Overall, infographics and written text should be used in conjunction with each other to appeal to the market and provide a complete marketing message.
  
  Kotler, P. , & Keller, K.L. (2016). A framework for marketing management. Upper Saddle River, NJ: Pearson Education, Inc.

• #4 by Natalie Martinez de Castro on 8/23/16 - 12:52 PM

  

  Let me begin with the fact that this post lived up to the point it was trying to get across—it was short, sweet, and to the point. This particular blog post reminded me of one of my close friends (actually works in marketing) who sent me her most updated resume. It happened to be a one-page infograph that included all of her past experience, talents, and references is a jaw-dropping way. Definitely beats the typical black-and-white resume. Talk about marketing yourself!
  
  That being said, infographics are definitely a useful tool for marketers. Being that we live in a fast-paced world, our attention span has decreased significantly. If something does not grab our attention within seconds, we move onto the next thing. Paragraphs and paragraphs of information tend to scare off the typical consumer. Infographics engage the viewer in an informative, yet visual way. They are easier on the eye, and if drawn out directly, can really attract the consumer in an innovative way.

• #5 by Heather Clayton on 8/23/16 - 11:24 PM

  

  Infographics are quick, clean, and informative visual aids which can be utilized in the numerous marketing situations. Infographics as mentioned are typically more pleasing to the eye than a standard article headline and text making the reader, board member, or any other prospect more likely to dive into the related material. Several examples of positive infographics can be seen in everyday life extending past simple internet surfers. Mass mailings from businesses, which visually show quick facts on consumption or savings which can be obtained, entice the prospective client to call in and get more information and increase sales. Timelines, charts of progress, and of course financial breakdowns can be shown to prospective clients of a product, company, or even in a standard board meeting to give a quick glimpse of the data which is covered in the information packets to be reviewed for final decisions. Immense opportunity can come from infographics coupled with an explanation of the entire picture but also using too simple or not engaging enough marketing can lead to a deterrence from the intended outcome.

• #6 by Devin Ramirez on 8/24/16 - 2:31 PM

  

  Since I work in the Communications Department for the City of Miami Beach, I am very familiar with infographics. Whenever we are creating an advertisement, we try to make it as compelling as possible by using mostly visuals and minimal words. Just recently, I worked on a project where we wanted to speak to different audiences explaining why short term rentals are illegal on the beach. When thinking about the younger generation of tourists who come to Miami to party for a couple of days, we wanted to get our point across quickly and effectively. We chose to do a photo shoot where young renters were still in their club attire from the night before while dragging their suitcases and all of their belongings on the sidewalk. We wanted to show that no mercy would be given by officials. The ad was very visual and it showed that you, as a renter, do not want to be in that situation. The ad had bullet points and a website address for more information. I can totally relate to this article when it comes to addressing the public in an effective and quick way.

• #7 by Julibeth Alvarado on 8/24/16 - 4:09 PM

  

  I personally am a fan of infographics and really makes me think of all the infographics I have liked on Stumbleupon.com! I think when I started using this website, I started seeing more and more of how many articles often represented information-from different industries and categories- so beautifully with graphs, pictures, and simple yet sophisticated designs and colors.
  I believe that for companies to be successful when tracking the results of shared data thru infographics they need to make sure they excel in the design of the infographic. Some people (like me!) are very visual and pay attention and stick to what is being communicated to them when the information is represented in a concise, clear, comprehensible, creative, and engaging way. These are effective too because I think individuals could be more motivated to share the information with others due to the simplicity rather than sending a whole article full of paragraphs of information that could be boring at times to read. Consequently, this is a good opportunity for companies to reach their target markets faster and cost effectively. I also think that exposing an individual to images like infographics could trigger a higher level of creativity that could be applied to other areas in a personal and professional level.

• #8 by Cielle Sands on 8/24/16 - 9:16 PM

  

  From what I have read here, infographics are definitely the way to go in this day, age and time. Everything presented here I find to find to be factual both in myself, my generation and consumers around the world. I know I am always looking for the next quick fix. To me, it seems that time is going much more quickly than it did years ago so I don’t have time to waste it. All of these are reasons why I feel the infographics are a great idea. Frankly, it serves it purpose. It is giving the necessary information to the consumer but in a unique way that is appealing and most importantly saving time. In my profession, I try to do something similar. I am a teacher and the student’s today attention spans are very short. Instead of the old routine, writing notes on the board and having them copy; I put nuggets of important information on flyers with pictures or in songs. That way my objectives are achieved before they get bored. If something is more engaging or interesting to my students, they tend to achieve better grades that they normally would have otherwise. With that said, I believe that infographics are very practical in today’s marketing field.

• #9 by Natasha Turner on 8/25/16 - 1:55 AM

  

  This article was just the right length and got the point across in a very short, sweet, and straight forward manner. I know for sure that if something takes too long to load, unless it’s for school, I give up and usually never return to that website again. I think infographics are brilliant because without them in our world today, we wouldn’t be able to keep the attention of many people. If you really think about it, pretty much anything has some sort of infographics put in somewhere to keep the viewer hooked rather than loosing them. I feel like that’s why Pinterest and Instagram has been so successful and keeps gaining new “business” each and everyday. I loved all the websites that were linked to the bottom of this blog. They really do help with understanding why and how exactly infographics truly do work and how beneficial they are to todays day and age. Our society strives off of anything and everything that’s visual, so it only makes sense to use this to our advantage. Anyone who uses these must also know how to use infographics properly because when not executed well, they can loose their purpose. Especially with marketing, it’s always best to know how to catch the average person’s attention and infographics are most certainly the key.

• #10 by Jennifer Gulker on 8/25/16 - 12:52 PM

  

  I think this an excellent article on infographics. There is nothing more impactful than getting the attention of your consumer. However the most gratifying part is getting actual results from it. Being professionally myself in an industry that is volume driven I am constantly looking for new and innovative ways to market. I also happen to be a visual learner. I at times get lost in the long drawn out text of literature and eventually just lose focus. Infographics is alerting, fun, eye catching, easy to read. Just about everything today’s market is looking for. The examples given are straight forward and to the point but also give enough information to keep you interested and yet satisfied with the amount of information that is being displayed. Depending on the classification of consumer you fall into I do see how one could possibly think the infographic itself could potentially be overwhelming. However, that all depends on the individuals personal preference and what they like. Some people have issues with verbiage that is “all over the place” versus just a clean straight lined text version.

• #11 by Taylor Simmons on 8/25/16 - 9:47 PM

  

  With the world we live in ever-changing, I found this article very informative and enlightening. Prior to this blog, I never heard the term "infographics". After learning about them I realized that they are all around us. We see them everywhere, even subconsciously. This post made me stop and think. I sat on my couch and pondered when the last time I stopped to look at an article that was text heavy and full of data. I honestly could not recall a specific time. When Connor talks about, "us as humans having the attention span that is less than a goldfish," that blew me away (Connor, 2015).
  
  The reason that infographics are important to the society we live in is rooted in the core concepts of marketing. With our lives always on the go, we need and want information, but the way we now demand it has changed. We want our information, quicker, and more consolidated than ever. Less is more and we want it 30 seconds ago. I never knew that infographics were such an important part of my job, however, without them I would not be able to be effective at what I do. No longer can I give a presentation to my management team and blot the screen with never ending text and data points. The way we communicate at work is through charts and visuals that are succinct and to the point. Less is more. We no longer need the ancillary details, just the bare bones facts.
  
  As technology continues to evolve, the future is only going to continue on the trend of wanting our information streamlined and quicker than ever. Infographics will be more important than ever in the business world as companies continue to look for ways to market to a continually changing marketplace.
  
  Connor, M. (2015). The Vanishing Attention Span of Consumers. Business 2 Community. Retrieved from http://www.business2community.com/infographics/van...

• #12 by Andrea Jean on 8/26/16 - 8:51 AM

  

  I agree that infographics is an excellent source and tool for marketers. In today’s society, people are more interested in the “right now” so-to-speak. We call them the “microwave generation”. Most of the people do not want to take out much time on things that they really don’t need to, thus an infographic is the perfect solution. Financial success for companies and organizations oftentimes depends on marketing ability (Kotler & Keller, 2016). If one lose their ability to successfully market their product, service or business, they will lose finances.
  As we are aware, we only have a few seconds to sell our product or service to potential consumers and an infographic will do just that. I can recall when I was selling an event, the marketing tool used was a flyer and infomercial. Although the flyer was nicely made, I realized that the flyer was not really catching the eye of the millennials. Even though all of the necessary information was on the flyer, the potential consumers would ask questions like; when is the event and where is it located? My spouse and I could not understand why the people did not grasp this information presented on the flyer. After reading about infographics, I realize where we went wrong. We did not catch the eye of potential consumers and this resulted in a not so good turnout.
  References
  Kotler, & Keller. (2016). A Framework for Marketing Management. Pearson.

• #13 by Gomatie Chowrimootoo on 8/27/16 - 12:20 AM

  

  I think infographics are great! It keeps your attention and gives quick facts that are very interesting. Come to think about it, I work at a pharmacy and it seems infographics might be wonderful addition to our social media page when we get access to certain medication. Our pharmacy deals with specialty medication and I can already picture the information we can put together for infographics. I definitely have to look into this! Specialty pharmacies can provide the counseling and support that MS patients need to ensure better adherence, fewer hospitalizations, and healthier outcomes. Accredo, in conjunction with Express Scripts, recently published an infographic featuring data related to treatment options, costs, and outcomes for patients with MS (2014). According to this, specialty pharmacies are already using infographics to give customers information. If we aren’t yet, it will be a great addition. Information such and the disease, cost, drug name, strength, drugs we have available therapies for a specific disease and how our pharmacy can assist in the process, are all useful information that we can put on infographics instead of writing a newsletter for example, which can be pages long. It will be useful to show an idea, a relationship and/or how something works. A great infographic can be an instant exposure.
  
  Reference:
  
  Infographic Focuses on Treatment Options, Costs, and Outcomes for Patients with Multiple Sclerosis. 2014. Managed Care Outlook.

• #14 by Meagan Aguilar on 8/27/16 - 8:36 PM

  

  I read a couple of my peers posts and have to say that I, along with several of my peers was not familiar with the term "infographics", although I am familiar with the concept overall. I absolutely agree with the blog post in that maximizing infographics is most definitely the way to go. Infographics is the way of the future and, I would dare to say, a requirement for companies to master and leverage when analyzing marketing strategies. Since our brain absorbs information best when it's presented in a visually attractive way, it makes sense that the concept of infographics would take off. However, I have to say that I don't necessarily feel that the growth of infographics and, more importantly, the consumer's reliance on infographics is the best reflection of our society. One most ponder why our attention span is four seconds shorter than it was in the year 2000, per the blog post. While for the marketing sector, it's simply an evolution- what does it mean for society? On a personal level, I love infographics and they absolutely draw my attention much more than anything text-based. As a marketer, effectively utilizing infographics in marketing strategies can make all the difference. Today, so much of our world is virtual and learning to compete online is an absolute must. With ads coming at consumers at a faster rate than they can process the information, having the best infographics can be a pivotal move for any company.

• #15 by Thomas Bouchard on 8/28/16 - 2:45 AM

  

  Infographics are a great way to quickly and efficiently tell a complete story in one frame or in one advert. As mentioned in the post, consumers want their information yesterday and what to be able to interact with their subject matter before that. By having pictures rather than text, a consumer can see – physically – what is trying to be spelt out and explained and can quickly relate and connect to the subject.
  As great as an infographic may be, there is a bit of sadness that comes along with it. I feel as though an infographic can be extremely detailed showing a plethora of information, but the current attention span will not allow for all of the information to be processed and absorbed. In addition, the eye may simply glance over important details and the reader – or observer – may never notice it simply due to the eye’s path of travel.
  Inforgraphics are great bits of information that allow for a short and sweet story to be told, but they certainly are not the best way to relate and translate information, especially if that information has many components.

• #16 by Kareem Virgo on 8/28/16 - 3:58 PM

  

  I truly believe that infographics are one of the most effective ways to grab one’s attention and market. As a graphic designer myself, a crucial component of a successful organization or business is their marketing strategies and designs. Well-developed infographics make people take a “second look” and want to read what it has to say, because it has the wow-factor. Infographics can paint a clear picture when making presentations as well. Realistically, boring, simply laid out presentations makes it more difficult for the audience to pay attention. However, if a creative infographic is used, such as one presenting the financial position of a company, it will make the gaining of knowledge more worthwhile.

• #17 by Watley Clervil on 8/28/16 - 8:01 PM

  

  In reading this article, I’ve concluded that this method of advertising is beneficial to marketers. As technology advances, it’s important that marketers are able to quickly catch a consumer’s attention. The rising use of the internet, has created a society that appreciates convenience and ease. In today’s busy world, we consumers don’t have the time to read paragraphs about a product. When searching for a product, I first select one that’s most visually appealing. This method of advertising appears to be most effective for visual learners. I love having options when it comes to investing, in a new product or service. As a consumer, information presented visually allows me to make quick decisions when buying. As the use of technology progresses, companies should defiantly consider hopping on the infographic bandwagon. Based upon my research, I haven’t identified any negative aspects to using this method of advertising. Infographics should be used in markets worldwide.

• #18 by Camilo Correa on 8/29/16 - 12:05 AM

  

  After an all finance meeting this past week with my company I definitely agree that Infographics are an excellent marketing tool to reach your target audience. Every C-level executive that would give a presentation on the financial status of each of our brands would do so using Infographics. It immediately gets the point across. They want to show the increase in revenue, BAM.. a big arrow shooting straight up. Costs have been reduced. BAM! another arrow shooting down. Mind you this is in a room with hundreds of finance professionals and it still seems to be a very effective tool to get your message out.
  Consumers don't want to be bothered with countless amounts of information that the majority of it probably doesn't apply to them. Maybe just one the bits applys to them, and the only way they see that bit is by an Infographic just highlighting the key points in a attention grabbing manner. As many before have said, short and sweet and to the point.

• #19 by Pierina Mejias Astaphan on 8/29/16 - 4:41 PM

  

  I would say I agree with the article. As time goes on, people seem to be losing focus or have less focus on things that require concentration. People are more into info graphics and seem to bring more attention towards images rather than words. This has become a popular way of interacting and social media includes many of these features, this is more images less words. This seems to catch viewers attention and ave a more effective result on their level of concentration.

• #20 by Alexis Mills on 8/29/16 - 8:53 PM

  

  I absolutely agree that info-graphics are a better way of marketing due to it being visually appealing. I have noticed that while on Facebook, my friends tend to post things that are visual than writing paragraphs to express their thoughts all the time. I also have seen the increase in the memes that people create every time something becomes popular and they relate it back to how they feel or want to share with others. Companies should use info-graphics more often because of the affordability and capturing the consumers attention. I am a Millennial and I prefer to look at something that's appealing than to read about it without visuals.

• #21 by Ashley Allahand on 8/30/16 - 12:25 AM

  

  Infographics are a major piece of content for companies and organizations to invest in. Different styles of infographics should be used for organizations to reach their target markets. As a visual artist myself, graphics can speak louder than words sometimes. Having a visual can enhance a particular markets profit. Reaching the younger crowd of millennials calls for a catchy, quick, graphic to catch and maintain their attention. If used correctly infographics can aid in the enhanced profit of a company.

• #22 by Zachary Sattaur on 8/30/16 - 10:52 AM

  

  I could not agree more with this article. Inforgraphics are definitely a new trend that really grasps the consumer's attention in a short amount of time. I can easily say that I am one of those consumers. I am someone who tends to lose interest if I see too many words. I am definitely a visual learner and a big fan of infographics. The article made a great comparison saying that when people text these days, they use abbreviations and emojis. No more need for words in most cases as the picture or emjoi sums up what the person is trying to say. Same concept with infographics. Getting to the point in a shorter amount of time using visuals.

• #23 by Jordan Sanchez on 9/5/16 - 12:51 AM

  

  I also believe that infographic and emoji-like illustrations used to communicate are creating a new language. I have recently done some basic research on the role of emojis in today's world, and some researches have posited that emojis and similar communications stimulate the part of the brain that processes language. Even more, they think the brain begins to behave as if the person is bilingual. So, there may be a positive thing to take home from millennials speaking in emojis after all!

• #24 by Jordan Sanchez on 9/5/16 - 1:02 AM

  

  I've actually done some light research on emojis and their use as a communication tool. Some researchers have posited that communicating in emojis stimulates the portion of the brain that dictates communication. Even more, it's possible that it forces the brain to behave as if the person is multi-lingual. Maybe millennials speaking in emojis are a positive after all!

• #25 by Thomas Strasser on 11/4/16 - 7:27 PM

  

  I could not agree more; infographics are defiantly one of the most effective marketing tools. Infographics are especially useful in things such as email and affiliate marketing, both areas I have some experience in. I found infographics to be very useful when making Facebook ads as they not only attract attention by being visually appealing but you can also display and promote a product or service through the add itself, engaging the buyer before they even click on the ad and go to the landing page. I have found them to be useful in the past and according to the statistics at the beginning of this post, you need to be able to get the attention of possible buyers even faster now.

• #26 by Alissa Pullom on 2/13/18 - 10:09 AM

  

  I first came across infographics when I was trying to find research material on a research project for one of my courses. You made some excellent points that our attention span is short these days. As I was looking for information for my research project, I just wanted to find information that was to the point and understandable, and not too boring. That is when I came across an infographic. The infographic provided me with a lot of information clearly, quickly and it was visually appealing. Infographics can be an essential tool for marketing strategies because they are not only visually appealing, but today’s consumer has a short attention span as you mentioned. It takes chunks of information and make it easier for a person to understand. Thank you, Alexis for this information.