When we think of image analysis, we tend to think of more scientific and medical uses. It’s true that the image analysis software from Bitplane and companies like it is helping doctors and researchers to understand the body more, but there are more widespread and softer uses for it in the marketing sector, too.
Savvy marketers are realising that text analysis on social media isn’t enough anymore if they want to keep their brands ahead and reach their target audiences. Think about it – an exciting, gorgeous person announces that she’s setting off on (yet another) exciting and gorgeous international adventure. The words are all there, but what’s that bottle of water she’s brandishing as she waves back at the camera? That’s right; according to your image analysis, it’s your brand!
The camera never lies
More and more of our lives is shared on social media – almost 2 billion photos every day. Did the glam holidaymaker say which brand of water she’d be sipping on the plane? No, but the photo can serve as a ringing endorsement.
Consumer content, in the form of tweets, Facebook posts and blog posts is a goldmine for marketing, but they’re only half the story. You need the insights provided by images for your campaigns and feedback, which is why analysis software is so valuable.
Image and logo detection gives you new avenues
Often, social media posts show images; but only the text can be analysed, so even if your logo is prominent in the photo, only a namecheck will set your antennae going. Someone’s complaining their new shoes are smaller than they expected – your logo-detectors can have you right on the case, especially if there are a few similar gripes. Suddenly, there you are, swooping in to save the day with a refund or the offer of a larger pair. In front of a huge audience. It’s worth every penny.
Giving the unbranded a voice
Everyone loves going out for coffee at popular chains, right? How many photos of iced coffees or smoothies do we see on a hot day? As soon as your coffee chain logo appears, you can analyse other things – what clothes brands do the mocha-drinkers wear? What phones do they favour? What do they prefer to eat?
Information like this will allow marketers to devise new campaigns, new product placements, even new partnership offers so that they can pinpoint audiences more accurately.
By examining what’s going on in the rest of the photo, what the people are doing, for example, you could gain a whole new demographic. Those mocha drinkers? Believe it or not, a lot of them have pugs and they go to yoga a lot! No-one knows why, but they do. Yoga and mocha? Yoga and pugs? Pugs and mocha? There’s some ideas coming through here…
The full picture
Simply by finding out more about how your products are trending and who’s loving them (or even not loving them), you gain whole new insights into your market and you can adapt your marketing strategies to suit. You’ll be able to fine-tune and improve existing campaigns, as well as to break into new demographics altogether. You’ve probably been doing text analysis for a while, but as the old saying goes, a picture is worth a thousand words!