Effectiveness Of Animation As Tool For Communication In Marketing Industry

Hansa Mondal Apr 04, 2023

Marketing and advertising, like all other industries, has gone digital with the usage of social media, short-format video platforms, and so on, with a new aspect that is incredibly crucial, engagement. People watch web videos for 6 hours and 48 minutes every week on average. More than 75 per cent of all video views are generated by mobile devices. While some of these factors have changed, such as increased internet coverage, people are consuming more audio and video material rather than reading as they used to, and everything has become fast-paced and competitive in the digital format, virality and engagement remain vital. This is where the animation comes in since it possesses all of the features and skills necessary to create highly compelling audio-video content.

Animation provides a one-of-a-kind means to communicate difficult information in an engaging and amusing manner that captivates viewers, promotes engagement, and generates traffic to your business. The animation business in India is expanding due to reasons such as rising demand for high-quality animated material, people are consuming more audio and video content rather than reading as much as they used to. As a result, businesses are now presented with an unparalleled opportunity to engage their target audience in a visually dynamic and compelling manner, and animation has emerged as a pivotal tool in realising this goal. With advancements in technology, businesses can now use animation in a variety of innovative and interactive ways, such as virtual and augmented reality experiences, interactive advertisements and gamification. These cutting-edge applications of animation provide businesses with new and exciting opportunities to engage their target audience and deliver their marketing messages in a memorable and impactful manner. The use of animation in marketing is an ever-evolving field and businesses that embrace this dynamic medium and continuously explore new ways to utilise it, are poised to reap significant rewards.

Let us see how animation tools are effective for communication in the marketing industry:

Capture and sustain the viewer's attention

One of the hallmark advantages of animation in marketing is its exceptional ability to capture and sustain the viewer's attention. Unlike other forms of media, animation has the capacity to present information in an entertaining and educational format, making it easier for the target audience to grasp and retain. In today's fast-paced and cluttered media environment, where businesses are vying for the viewer's attention, animation provides an innovative solution to effectively communicate marketing messages.

Versatility

Another striking aspect of animation in marketing is its versatility. Unlike other media forms that are limited by specific technical restrictions, animation offers an almost endless range of creative possibilities. From 2D and 3D animation to motion graphics and stop-motion, animators are equipped with a broad array of techniques and tools to bring their imaginative concepts to life. This provides businesses with the flexibility to develop animations that are aligned with their brand, audience, and marketing objectives, be it building brand awareness, educating their target audience or fostering emotional connections.

The emotional appeal

The emotional appeal of animation is another aspect that cannot be overlooked. Animation has the power to evoke strong emotions and forge lasting connections with the target audience through the use of storytelling, humour and other creative techniques. This is especially relevant in the digital era where animation has become a mainstay of social media content and is leveraged by businesses to reach large and diverse audiences across multiple platforms.

Collaborate with seasoned animators and agencies

To ensure that animation is utilised to its fullest potential as a tool for communication in the marketing industry, it is critical to collaborate with seasoned animators and agencies that possess a thorough understanding of the unique needs and objectives of the business. This entails creating a well-defined storyboard and creative brief, choosing the appropriate animation style and techniques that align with the brand, and guaranteeing that the animation is produced to high standards and optimised for the target audience and platform.

In conclusion, animation has proven to be a highly effective tool for communication in the marketing industry, providing businesses with a dynamic and versatile means to engage their target audience. Its ability to capture attention, communicate complex information, evoke emotions and foster connections, makes it a valuable asset for businesses seeking to achieve their marketing goals. By partnering with experienced animators, having a clear strategy and creating animations tailored to the specific needs of the business and target audience, businesses can harness the full power of animation to achieve their marketing objectives.