A Picture Speaks A Thousand Words – Capabilities of Visual Search Marketing Brands Should Leverage
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For any brand, it is crucial to make sure that the user experience is optimum. In fact, the ambitious brands are always up to adopting innovative means and methods to enhance experience for the users. One such method is Visual Search Marketing.
As a brand, you can now make things far easier for your customers by using visual search tools that will allow them to search with images. The trend of visual search marketing is grabbing the ground fast. Let’s dig in further to understand what this marketing technique is all about.
Well, there may have been many instances, when you would have come across visual search marketing, on social media and search engines, but hardly you must have had noticed it.
In simple terms, as the name indicates, visual search marketing involves making searches with the help of images of the products. The AI and search algorithms play a significant role in identifying these images and come up with the information pertaining to exactly same product or the products matching with it.
Visual search marketing is today looked upon as the most promising aspect of digital marketing. In fact, there are many platforms that are already using this technology, such as Pinterest and Google.
There are over 600 million visual searches on Pinterest every month, reports a source. It is estimated that the visual search marketing industry will rise to be worth $40 billion, by 2025.
The role of visual search technology in various industries has been increasing and is already cornering the text based search, as depicted below.
What’s Making the Visual Marketing Industry So Significant?
This has a lot to do with the consumer behavior that keeps changing with time, and gives a way to the changing trends as well. It is interesting to note that today, more than 60% of users comprising of Millennials and Generation Z population prefer searching for any product with images and not by texting about it.
The CEO of Pinterest Ben Silbermann clearly states, “The future of search will be about pictures rather than keywords.”
That’s something for good only as one of the studies has already concluded that on an average, a person can recall 65% of the visual content seen by them, even after three days. Certainly the buyers would buy what stays in their minds for longer, and visual search marketing is a way to make best of this fact by the marketers.
Owing to the buying capacity of the consumers that has always been surging, the businesses should understand the significance of visual search marketing and integrate its associated features in their website. This is how they can widen their reach by connecting with younger purchasers as well, and thereby can increase their chances of sale.
The increased visibility opens the gateway to more opportunities and expansion.
The search engine performance automatically improves with enhanced brand visibility using this new technology along with regular digital marketing methods.
How is Visual Search Marketing Making a Difference?
The businesses, brands and platforms that have already adopted this new technology are already witnessing the growth in terms of reachability, audience engagement, and finally the sales.
Even for small businesses that are looking to grow, visual search marketing can be adopted as one of the best practices.
The visual search marketing performance can be enhanced by making sure that the product images are well optimized with the right size and picture clarity, for all screen sizes. The search engines love such images as they choose them among the rest for displaying in front of potential customers.
Recently, a Florida-based furniture retailer who had adopted the new visual search function for easing the search process by the customers with the help of furniture image, revealed that the order value got boosted by 26%.
In the words of digital marketing VP Anelena Longhi, “In today’s digital world, customers are not just searching for available products. Specifically, in the home décor space, they seek specific styles and looks for certain elements. Visual search ties these elements together in a way that textual queries have never been able to deliver.”
A report indicates that 74% of the population of consumers finds traditional keyword or text based searches to be less efficient than image-based searches.
What Brands Need to Do
So it is quite clear that the image search technology is surely making waves in the digital marketing landscape, and is soon to become the most sought after trend in the industry. Now, brands need to understand and determine the ways with which they can leverage this rapidly emerging marketing trend.
Image Optimization for Better Search Results
Whether it is text-based search or image-based, the competition is always there as the search engines pick all that is optimized well. So, the brands need to optimize their images for better visibility on searches, reach and attention of the audience. The more optimized will be the image, the better will be its SEO performance.
Converting Image Search into Web Inventory
That’s what Pinterest did by rolled out its visual search technology into apps and websites of Target, which increased its expenditure on the ads on Pinterest.
Well, the retail brands have already started to build their visual search feature into web inventory. More and more brands are now coming forward for this.
Advertising on Pinterest
With Pinterest already receiving 600 million searches every month, it certainly makes sense for the brands to start advertising on Pinterest.
Do you know, the ads on Pinterest are more than twice efficient than those on other social media platforms, in terms of cost per conversion. Even the ROI generated by these ads is two times more than the ads posted on other social mediums, as it is revealed that half of users make purchase right after finding a Pin that is promoted well. The best part about advertising on Pinterest is, that it isn’t really very complex, owing to advanced technology involved in image recognition, it fetches quick and automated results.
Gone are the days when Innovation birthed from necessity. Today, it births from changing needs, expectations and priorities of customer. Yes, customer is the prime consideration for the brands, and accordingly they integrate latest technological innovations in their strategies. Earlier it was voice search that got wide acceptance and got into practice. Now, its image search that’s grabbing the ground faster. The brands should take advantage of this innovative technology by planning to integrate it in their digital marketing strategies right at this stage, the stage of infancy.
Certainly, it is going to be the most sought after digital marketing method in the times to come. We keep a close watch on the current as well as the futuristic trends underway, and keep implementing them in our digital marketing strategies to make them impactful and result-oriented.
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Joe leads the company’s strategy development and team building processes to formulate and enact the mission and goals. His strategic decisions involve the commitment of various resources for the fulfilment of goals and purposes of the organization, with a positive impact on its various aspects of growth.
With over 30 years of leadership experience, Joe has lead transformation projects, new business ventures, and execution of change management strategies.
In his previous role in C/C Financial Corp, a start-up financial technology business, Joe served as President & CEO. The start-up was scaled up and acquired by a large publicly traded company.
Joe started PeakFormance Leadership Consulting, a leadership and strategy advisory firm that specializes in helping busy executives develop high-performing team and organizations. His experience and proven strategies have helped him lead organization development projects with Fortune 500 companies as well as small to medium size start-ups.
With a strong passion for leadership, Joe has demonstrated the ability to develop cohesive teams, aligned and collaborative teams that achieve extraordinary results. Joe’s passion for leadership and team-building and vast experience enable him to connect with executive leaders and partner with them to improve performance.
Joe holds a bachelor’s degree in Business Administration from Minnesota State University, and an MBA in Organization Leadership from Walden University. He enjoys spending time traveling, golfing and training for Ironman triathlon competitions.
WILLIAM ANSAH
Head of Africa Operations, Tarika Group
20+ years of professional experience
William Yaw Ansah, Chairman, and CEO, Origin8 Limited in Ghana is an accomplished executive with experience spanning multiple sectors – Publishing, International NGOs, Education, Consultancy, and more.
Most recently, William was appointed as Course Manual Author Monitor for Chartered Institute of Marketing, Ghana. He was also appointed as a Member of the Management Committee, School of Arts, University of Ghana. He is also a Member of the Institute of Directors Ghana, an Accredited Member of the Institute of Public Relations, and a member of the Chartered Institute of Marketers, U.K
Over the years, he has been a mentor and advisor to a number of new ventures in Ghana and has trained several organizations such as SSNIT, Ghana Revenue Authority, Ghana Water Company Limited, National Entrepreneurship and Innovation Programme among others.
William has authored a number of books such as Simple English for Senior High Schools in Ghana, Simple English books for Primary Schools in Ghana, and Simple English books for kindergarten, among others.
William received his Master’s degree in Global Marketing from the University of Liverpool, the U.K, and a Bachelor’s degree in Liberal Arts from the University of Ghana, Ghana. He started his career in Ghana as an Instructor, Consultant, and later management member of Afram Publications, Sahabia Publications, Comland Ghana, Origin8 Limited to mention a few.
SACHIN AGRAWAL
Founder & CEO, Tarika Group
20+ years of professional experience
Sachin has over twenty years of experience managing innovation and development of solutions and optimizing complex business processes; Business & Technology Architecture and Integrations. His proficient leadership and exceptional communication skills, technical expertise, combined with industry experience have delivered extraordinary results for his firm and clients.
Sachin instituted Tarika Technologies to support businesses by implementing a strong process-oriented system and the virtual CIO model, managing a team of offshore and onsite professionals. He performs complete business and technology assessment, advises on Enterprise Architecture and provides solutions for mid to large companies, globally. Under his leadership, Tarika Technologies has acquired several key accounts, providing Enterprise Solutions, Infrastructure Solutions (PaaS, IaaS, SaaS), Software & Web Solutions and Mobile Applications.
In addition, Tarika Technologies provides technology and communications infrastructure set up and has successfully launched several products in the ERP, Communication, Entertainment & Media domains. Today, Tarika stands as a global company with presence in America, Asia, and Africa.
Sachin is the CIO to a leading firm in Bethesda, Maryland USA that provides acquisition support services; and technical advisor to the Crisis Center Hotline located in the state of Maryland in the United States. During his career, he also served as Director of Information Technology at a prestigious infrastructure management firm in the DC area providing IT consulting, infrastructure design and enterprise solutions for small to large corporations all around the mid-Atlantic region, as well as governmental organizations. His innovation in business process has led to a patent with the United States Patent and Trademark Offices for one of his clients.
Sachin’s keen interest in International business has formed key alliances and relationships worldwide apart from just Technology. In recent times, he has partnered with Origin8 Limited, a leading PR & Advertisement firm located in Ghana, extending all the products and services offered by Tarika to the African region. As an integral part of this partnership, Origin8 will be heading the sales and marketing of EBIMS AirWatch in the West African market; a cloud-based ERP solution by Tarika, supporting the needs in the Media industry providing real time strategic planning, monitoring, management of operations, automation of collections and complete digitization of payments through integrations to local payment gateways. He is also the Chief Technology Advisor for Origin8 Limited, driving advanced digital solutions for clients in Ghana; and introducing customized ERP for businesses across West Africa.
His keen interest in international business has formed key alliances and relationships worldwide in areas aside technology. Other areas of his expertise include managing and streamlining business processes, vertically independent Enterprise Architecture, Infrastructure Management, IaaS, PaaS, SaaS, high-level network and systems architecture, design and development capabilities of secure distributed applications for both private as well as governmental organizations.
Sachin holds a Master of Science in Information Architecture with highest honors; a Bachelor’s degree in Electrical Engineering and Associates in Computer Engineering Technology from Capitol Technology University in Maryland, USA. In his leisure, Mr. Agrawal enjoys playing musical instruments and practices Haidong Gumdo, the Korean swordsmanship, as a senior martial arts practitioner. His personal blog can be found at www.sachinagrawal.com.
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