Getty Images wanted to create a guide for using visual images to improve storytelling. To do this successfully, the company needed to fully understand buyers’ behaviors, interests and needs.
“Visual GPS,” a custom market research study, leveraged data insights from social media, influencers, key clients and industry experts to help readers proactively identify imagery that appeals to buyers’ direct interests and pain points, and influences engagement. During the pandemic, Getty Images converted data from the survey into “mini magazines” that were sent to its clients via email and social media, providing insights through short-form content.
Use data to inform your marketing storytelling across a multitude of different channels and formats. Think of it like Dominoes, where you keep track of the previous tiles played to help your partner lock the opponents out of a match!