The importance of data visualization for marketers
The amount of information produced and disseminated today is absurd. According to SJ Insights, a single person:
- Is exposed to more than 5.000 brands per day;
- Is exposed to 364 ads per day;
- Notes 153 among these ads;
- Retains 86 of them in memory;
- Engage with a max of 12 of them;
In this context of extreme competitiveness and hyper-information, there is the biggest challenge of marketing: effective communication.
According to psychology, there are 4 types of memory:
- Short term
- Long term
- Working memory
- Sensory memory
Some studies revealed that people are more likely to register memories of the long term if they are related to sentiments or visual aspects. If the goal of marketers is to be remembered and or recalled, the use of sentiments and images is a great strategy!
Another aspect that gives a good impression and is more likely to generate interactions is numbers! People get surprised by percentages or numbers that have a good relevance.
How to use numbers in an effective way
A number without a context is just a number. If you have data that you would like to share with someone, it needs to be explained. Now, consider that the more you explain, the more information you are going to share – and people are already tired of too much information!
Data visualization x Infographics
Data visualization is expressed by a higher amount of data, organized in different types of charts. This is how marketers get the raw data from the market, the campaigns, websites, SEO results and expose differently, based on the goal. How to choose the best data visualization method is a challenge and definitely a topic for a whole article!
Infographics are pieces that can be better digested when we think about delivering information. If marketers decide to share their data visualization charts, it might not be that clear for the target audience and the objective of interaction or simply “being understood” is threatened.
The objective of infographics is to expose the data in a user-friendly way, using design techniques combining: type of chart, text, images, and colors! It is the best option for translating a data visualization chart and providing useful and easy information for your customer.
Creating an infographic can be easier than it looks! There are several tools online that provide templates for infographics and they require (or not) design skills. Great examples are Freepik, a bank of editable templates for Photoshop or Adobe Illustrator, and Canva, an online platform with free and paid templates that can be created in less than 10 minutes!
Being able to work with data is one of the most important skills for a marketing professional, and being able to generate insights and user-friendly information for your target audience is the icing on the cake!
Do you remember any infographic that caught you?
Share with us in the comments below!