The advent of social media has made us a visually driven generation, with both the camera and the internet being available in a single touch. This increasingly image based sector can be a powerful marketing tool if used efficiently. Adweek says that over 3.2 billion images are shared online every day. The visual content has become an imperative part of the messages shared on the web. Using AI and image analytics, this rich source of information can be tapped into, in order to gain consumer insights and make the best decisions for the brand. Artificial intelligence and image recognition are also making it easier for marketers to identify visuals in social media for better metrics and customer service.
Watching out for the brand
AI and image recognition can be used to understand the need for a visual perception of the logos, placement of the products and how products are actually being used in real life. Social media is a massive open database. It has a huge open source framework and large worldwide collaboration. An analytics tool will help in keeping track of the number of times a certain brand has featured in the billions of photos that are posted every day. This can be used as a tool to measure the marketing effectiveness and gauge the ROI. A photograph containing a logo might reveal more about the context in which the products are consumed. These image mentions are often passive and unfiltered but analysts can learn a lot more from them. Insights gleaned from images can help inform decisions surrounding the context in which the product is advertised and how different groups use your product differently. This information will enable the brand to integrate the data-driven visual imagery into brand storytelling.
Gaining consumer insights
As mentioned before, analyzing the data could provide insights into how products are being used, providing a way to track brand displays online hidden within pictures, and allowing the brand to find out when influencers are using their products. Social media has turned into a rich resource that provides consumer and customer insights, by letting the brand analyze nuanced metrics like customer opinion, emotion analysis, audience interests and demographics, which can in turn help understand and better predict consumer behavior.
Brands can identify the target segment discussing relevant topics and the sentiment or perception they associate with the brand or product. As the brand keeps track of their audience, they would easily be able to analyze the change in trends and act upon it. Such data can help the marketers to come up with the right and most effective product strategy.
Improving customer service
Social media has paved a direct and public way of contacting the company or a brand. People can tag the brand both under circumstances of duress or of celebration. Keeping track of the brand mentions, enabled by AI can help the brand to respond to the customer in the most appropriate manner. Research shows that the speed of a response in social customer care is a far stronger cause of customer happiness than even solving the customer’s issues.
This blog was written by our Content Writing Intern – Rona Sara George. Click on the name to view her LinkedIn profile.
Author: Xaltius (Rona Sara George)
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