EFFECTIVENESS OF VISUAL CONTENT IN DIGITAL MARKETING CAMPAIGNS A COMPREHENSIVE ANALYSIS FROM A CONSUMER PSYCHOLOGY PERSPECTIVE

Abstract

In the ever-growing digital era, marketing campaigns via digital media are becoming increasingly important for companies to attract attention and influence consumer purchasing decisions. This literature research aims to examine the effectiveness of visual content in digital marketing campaigns from a consumer psychology perspective. The method used is a comprehensive analysis of various studies, journals and articles related to consumer psychology, visual marketing and digital marketing strategies. The research results show that visual content including images, videos, and infographics have a significant impact in attracting consumer attention, triggering emotions, increasing understanding of the product or service, and strengthening brand recall. The effectiveness of visual content is closely related to its ability to convey messages quickly and efficiently, taking advantage of the fact that the human brain processes images 60,000 times faster than text. In addition, visual content positively influences purchasing decisions through psychological aspects such as long-term memory, emotions, and consumer trust in a brand. These findings underscore the importance of effectively and strategically integrating visual content in digital marketing campaigns, along with a deep understanding of consumer behavior and preferences. This research provides valuable insight for marketing practitioners and strategists in designing and implementing digital marketing campaigns that are more interesting and touching, while optimizing the consumer experience in today's digital era.