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Is Your Business Prepared for Visual Search?
The digital world is a web in itself, layered with multiple formulas and modules that keep changing almost every day. For instance, content is still the king but the crown is taken over by video content. Similarly the text search is taken over by visual search. Due to the significant demand for its increasing applications in retail and e-Commerce sectors, visual search has the capabilities to identify an image accurately using advanced machine learning and AI technology.
If you think why the search is moving toward search, you may wish to read a study that found that the average person has the ability to recall 65 percent of the visual content they see almost three days later. And MIT has to say that 90 percent of information transmitted to the human brain is visual, and can identify images seen for as little as 13 milliseconds. If we go by what the marketing firm Yankelovich says, the average modern person is exposed to around 5,000 ads per day. This is a huge number. And surely a wakeup call for the marketing experts.
An Experience in Making
It is almost like bringing offline shopping experience to online. Just like our offline search starts with visuals, as customers we are looking for similar experience online too and technology is making it possible. Companies are investing heavily on such technologies, its research and innovation of methods to make it more seamless and real for the customers. Indeed when 62 percent of millennials want visual search over any other new technology (Visenze), why will companies want to stay behind the race to reach their customer. Already in 2019, 21 percent of advertisers believed visual search to be the most important trend for their business (Marin Software). And according to Pinterest, 55 percent of consumers said visual search is instrumental in developing their style & taste. Yet another survey by The Intent Lab mentioned that at least 50 percent of respondents in all categories surveyed except for electronics, household goods and wine & spirits prefer visual information. But the same survey also reveals that when shopping online for clothing or furniture, more than 85 percent of respondents respectively put more importance on visual information than text.
The rising digital transformation expectations also is empowering the visual search industry. As Accenture stated that around 69 percent of young shoppers prefer to purchase based on visual-oriented searches, the future surely seems visual driven. What is the reason behind this growth? It is the ability of visual search to allow customers to find their search five times faster than the text-based searches. When visual search has such huge potential, are retailers prepared to leverage this opportunity? Another report says that only eight percent of retailers had built image search into their web inventory.
So what needs to be done? Visual search can play a huge role in driving sales and drive digital marketing campaigns. Whether retail or e-Commerce, adding visual search to its features would help add another level of interactivity and accessibility to the users and help drive traffic into website. Even digital marketing campaigns will have a pinch of magic when interacting with customers with visual search as it would generate more buzz that leads to more conversation. Though still in the infancy stage, visual search has the potential to positively impact the SEO landscape and beyond.
Businesses slowly but steadily are comprehending the need of visual search in their business growth and as and when the technology behind the scene becomes more clear to them, the adoption will be higher than what we could predict. Let’s wait and watch how this turns up!
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