Visual search is an emerging trend in the world of artificial intelligence (AI) and machine learning (ML) which has the capability to revolutionize how consumers find and purchase products. By streamlining how we search, organizations can move closer to the instant gratification that many customers demand.
62% of Millennials desire the capacity to visually search over some other new technology, and the likes of Google, Pinterest, Amazon, and Bing have already developed important capabilities in this area martech news.
Visual Search Statistics
The move towards visual search is not going unrecognized, as the statistics below demonstrate:
- Images are returned for 19% of search queries on Google
- There are more than 600 million visual searches on Pinterest each month. Image-based Pinterest Advertisements have an 8.5% conversion rate, and Pinterest is projected to clear $1 billion a year in ad revenue by 2020
- The image recognition market is expected to grow to $25.65 billion by 2019
- By 2021, early adopter brands which redesign their websites to support visual and voice search will enhance digital commerce revenue by 30%.
What is Visual Search?
The human brain is very visual, it can identify images within 13 milliseconds, and 90% of all information received by the human brain is visual.
Given this, visual search is a natural evolution in improving how the technology works best for us, however, a human brain is very different from Artificial Intelligence. At the point when we look at a picture, we don’t see a set of points and dotted lines. Rather, we can recognize patterns and shapes immediately. The theory behind the visual search is to make machines learn and do the same.
Visual search is an artificial intelligence technology that permits users to conduct an internet search using a picture, instead of keywords.
A visual search actually begins with an image and uses deep neural networks to decipher what is in it, considering colour, shape, and size. The user is then presented with the exact object or place being searched, or whatever is most similar to it.
3 Ways in which visual search will change marketing
- Increasing digital transformation expectations
Recall the best digital experience you have ever had. Perhaps you were shopping on an eCommerce site and found a great product for an extraordinary price and paid to utilize your thumbprint.
Alternatively, maybe you checked into your hotel room online, bypassed the concierge, and utilized your phone as a digital key.
Whatever it was, you remember it. And presently you compare each business digital experience to it. That is actually what visual search is going to do for your business, regardless of whether you use it or not.
It is shocking how quickly customer expectations change, isn’t it?
Today, visitors expect to be able to discover products using pictures. As presented by Accenture, 69% of young shoppers prefer to purchase based on visual-oriented searches.
- Impact on Search Engine Optimization
Search Engine Optimization (SEO) is painstaking work, mostly due to all the tagging. Visual search helps marketing professionals work smarter, not harder, on their optimization.
The technology includes deep tagging feature, an image-to-text feature that tags images automatically and makes them interpretable for search engines like Google, Bing, as well as textual search engines on websites. Deep tagging can develop a rich set of tags for an image within just a few milliseconds.
This makes the textual search considerably more robust.
As of now, search engines were not able to decipher what actually appeared in an image, and required real individuals to create tags for every image. This was limited in numerous ways.
For one, different individuals can write different tags for the same picture. Also, because manual tagging is laborious, it’s easy for marketing professionals to only write what they feel are the most important tags and forego the elaborate tags.
Utilizing the power of visual search, your pictures are now SEO-ready, can be interpreted by textual search engines, and most importantly, can be easily discovered by customers.
- Rise in Shoppable Contents
For a second, think about the archaic act of buying ad space in the hard copy of a magazine. You ask the sales representative what is the number of people who will see this ad and they respond with how many copies they sell or distribute, but they can’t exactly be sure.
This appears ridiculous in a landscape in which we can purchase an online advertisement and precisely track how many visitors saw it, clicked on it, and purchased a product, as a result, the ad.
A decade ago, companies spent millions of dollars on physical ads they couldn’t genuinely track, but marketers got wise and found a way to get a better ROI. And history is going to repeat itself.
Presently, companies are pouring millions of dollars into content marketing, without an incredible way of understanding the true ROI. Of course, you can track how many people viewed the webpage, how long they stayed on it, and what page they clicked on next, etc. but unless it converted into a sale, how can you track the value of your content?
This is why all content should be shoppable.
By inserting elegant images into the content that direct users to the products they want to purchase, your content literally comes to life. At last, the visual search will help your team see the true impact of the content you produce.
ABOUT THE AUTHOR
Aashish is currently a Content writer at Martech Cube. He is an enthusiastic and avid writer. His key region of interests include covering different aspects of technology and mixing them up with layman ideologies to pan out an interesting take. His main area of interests range from medical journals to marketing arena.