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The Current and Future Role of Visual Media in Marketing

by Ayaz Nanji  |  
August 26, 2015

Nearly two-thirds (65%) of senior marketing executives say visual assets (photos, video, illustrations, and infographics) are core to how their brand story is communicated, according to a recent report from the CMO Council and Libris.

The report was based on data from a survey of 177 North America-based senior marketers (52% from B2B companies, 18% from B2C companies, 30% B2B-B2C hybrid). One-fourth of respondents work for organizations with more than $1 billion in annual revenue.

Infographics are viewed as being extremely important to current marketing and storytelling strategies, with 57% of respondents saying they are critical; 46% of respondents say photography is critical, and 36% say video is critical.

Below, additional key findings from the report.

Future Importance

  • 79% of respondents say they think the role of video in marketing will increase in importance in the future.
  • 60% of respondents say the role of infographics will increase, and 50% say the role of photography will increase.


  • 24% of respondents say they say spend less than 5% of their annual marketing budget on visual content.
  • 42% say they spend between 10% and 25% of their budget on visual content.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Fred C. Wed Aug 26, 2015 via web

    Good article - on thing missing is the quality of video. Many outside of marketing think low grade photos and videos what you would find on someones personal fb page works for B2C marketing. Meaning don't need to spend a lot for high quality photos and videos - what's your opinion and research. This is what I have to battle when it comes to allocating budget for photos and videos.

  • by Asmaa Wed Aug 26, 2015 via iphone

    The timing of this article is perfect! Thank you for sharing the results of the research. This will allow me to justify extra budget for visual content during 2016! I am wondering if you meant at the end of the post that 42% of the respondants spent between 5 and 25% of their budget in visual content. Cheers!

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