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SearchLove London 2017 | Jes Scholz | The New Era of Visual Marketing

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For the first time since television, we are adding a new layer of experience to marketing with immersive 360 images and videos, but the importance of visuals is not only key for social engagement. Image SEO is witnessing a re-emergence due to not only Google, but also Facebook and Amazon, leveraging image recognition in user journeys. Learn what smart brands have done to make use these new visual technologies and get practical tips on how you can join their ranks.

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SearchLove London 2017 | Jes Scholz | The New Era of Visual Marketing

  1. 1. @jes_scholzVisual marketing
  2. 2. @jes_scholzVisual marketing
  3. 3. @jes_scholzVisual marketing
  4. 4. @jes_scholzVisual marketing
  5. 5. @jes_scholzVisual marketing
  6. 6. @jes_scholzVisual marketing
  7. 7. @jes_scholzVisual marketing
  8. 8. @jes_scholzVisual marketing
  9. 9. @jes_scholzVisual marketing
  10. 10. @jes_scholz TEXT BASED KEYWORD SEARCHES ARE INEFFICIENT IN HELPING FIND THE RIGHT PRODUCT ONLINE - Slyce Visual Search Technology & Market Report 74%OF CONSUMERS SAY @jes_scholzVisual marketing
  11. 11. Tweet me Image search has failed everyone equally. @jes_scholzVisual marketing
  12. 12. @jes_scholz IMAGE SEARCH TEXT BASED QUERY Visual marketing
  13. 13. @jes_scholz IMAGE SEO IMAGE SEARCH TEXT BASED QUERY Visual marketing
  14. 14. <img src="blueberry-pancakes" alt="Stack of blueberry pancakes"> Breakfast recipe ideas @jes_scholzVisual marketing
  15. 15. <img src="blueberry-pancakes" alt="Stack of blueberry pancakes"> <img src="pancake-recipie" alt="pancake recipe ideas"> Breakfast recipe ideas @jes_scholzVisual marketing
  16. 16. <img src="blueberry-pancakes" alt="Stack of blueberry pancakes"> <img src="pancake-recipie" alt="Pancake recipe ideas"> <img src="pancakes-recipe" alt="Pancake pancakes recipe breakfast recipe breakfast food best breakfast top breakfasts"> Breakfast recipe ideas @jes_scholzVisual marketing
  17. 17. Tweet me Image optimisation is often an afterthought to page level optimisation. @jes_scholzVisual marketing
  18. 18. @jes_scholzVisual marketing
  19. 19. @jes_scholzVisual marketing
  20. 20. @jes_scholzVisual marketing Recognise visual content & return information.
  21. 21. @jes_scholzVisual marketing
  22. 22. DESIRE @jes_scholzVisual marketing
  23. 23. DESIRE SEARCH @jes_scholzVisual marketing through images
  24. 24. @jes_scholz IMAGE SEARCH TEXT BASED QUERY VISUAL SEARCH IMAGE BASED QUERY Visual marketing
  25. 25. Tweet me One picture is worth one thousand keywords @jes_scholzVisual marketing
  26. 26. @jes_scholzVisual marketing It’s a mobile first world
  27. 27. @jes_scholzVisual marketing APR 2013 Relate d images
  28. 28. @jes_scholzVisual marketing APR 2013 Relate d images NOV 2015 Collection s
  29. 29. @jes_scholzVisual marketing APR 2013 Relate d images OCT 2016 Image s in web results NOV 2015 Collection s
  30. 30. @jes_scholzVisual marketing APR 2013 Relate d images OCT 2016 Image s in web results DEC 2016 Product details on images NOV 2015 Collection s
  31. 31. @jes_scholzVisual marketing APR 2013 Relate d images OCT 2016 Image s in web results DEC 2016 Product details on images APR 2017 Similar items NOV 2015 Collection s
  32. 32. @jes_scholzVisual marketing APR 2013 Relate d images OCT 2016 Image s in web results DEC 2016 Product details on images APR 2017 Style ideas Similar items NOV 2015 Collection s
  33. 33. APR 2013 Relate d images OCT 2016 Image s in web results DEC 2016 Product details on images APR 2017 Style ideas Similar items Image badge s AUG 2017 NOV 2015 Collection s @jes_scholzVisual marketing
  34. 34. Google is making a play to turn image search into product discovery. @jes_scholzVisual marketing
  35. 35. Flashlight allows users to select to search objects in images. @jes_scholzVisual marketing
  36. 36. search discovery @jes_scholzVisual marketing
  37. 37. 27%OF SEARCHES ARE FOR GOOGLE IMAGES 27% GOOGLE IMAGES 59% GOOGLE 4% YOUTUBE 10% OTHER Distribution of US Searches 2016 @jes_scholzVisual marketing
  38. 38. 11%OF SEARCHES HAVE IMAGE BLOCKS @jes_scholzVisual marketing
  39. 39. Transactional Queries @jes_scholzVisual marketing
  40. 40. Informational Queries @jes_scholzVisual marketing
  41. 41. @jes_scholz The new era of Visual Marketing Publishing @jes_scholzVisual marketing
  42. 42. @jes_scholz The new era of Visual Marketing eCommerce @jes_scholzVisual marketing
  43. 43. Rank ● #1 organic @jes_scholzVisual marketing
  44. 44. Rank ● #1 organic ● Image pack @jes_scholzVisual marketing
  45. 45. Rank ● #1 organic ● Image pack ● Labeled images @jes_scholzVisual marketing
  46. 46. Rank ● #1 organic ● Image pack ● Labelled images ● With details @jes_scholzVisual marketing
  47. 47. @jes_scholzVisual marketing It’s not only for eCommerce
  48. 48. @jes_scholzVisual marketing ↑25%
  49. 49. Action item Optimise for image blocks to outrank your competitors on SERPs @jes_scholzVisual marketing
  50. 50. @jes_scholzVisual marketing
  51. 51. Structured markup A vocabulary of HTML tags that improve the way your page is represented in SERPs. Read more from Rob Bucci or Dr Pete. @jes_scholzVisual marketing
  52. 52. @jes_scholzVisual marketing
  53. 53. @jes_scholzVisual marketing Structured Data Testing Tool
  54. 54. @jes_scholzVisual marketing
  55. 55. @jes_scholzVisual marketing @jes_scholzVisual marketing
  56. 56. @jes_scholzVisual marketing @jes_scholzVisual marketing
  57. 57. @jes_scholzVisual marketing @jes_scholzVisual marketing See what your user sees.
  58. 58. DESIRE SEARCH through images @jes_scholzVisual marketing Wait for a search, compete for attention.
  59. 59. DESIRE CONVERSIONSEARCH #1 organic rank Adwords budget Effective messaging via image recognition @jes_scholzVisual marketing Enter the funnel before a search occurs
  60. 60. ACT
  61. 61. @jes_scholzVisual marketing
  62. 62. See something Snap a pic Get info or buy with favourite app @jes_scholzVisual marketing
  63. 63. @jes_scholzVisual marketing
  64. 64. @jes_scholzVisual marketing
  65. 65. @jes_scholzVisual marketing
  66. 66. @jes_scholzVisual marketing
  67. 67. @jes_scholzVisual marketing
  68. 68. Search engines Social networks Consumer brands Online sales @jes_scholzVisual marketing
  69. 69. @jes_scholz Search via camera
  70. 70. @jes_scholzVisual marketing
  71. 71. @jes_scholzVisual marketing
  72. 72. The world can be digitised. Simply point your phone. Tweet me @jes_scholzVisual marketing
  73. 73. @jes_scholzVisual marketing Visual search engine for online discovery.
  74. 74. Get recommendations for similar items on products you discover in the real world, by taking a photo. @jes_scholzVisual marketing
  75. 75. Or find information when you don’t know the words to ask or just to lazy to type. @jes_scholzVisual marketing
  76. 76. One of the first major retailers from brick-and-mortar universe to adopt visual search. @jes_scholzVisual marketing
  77. 77. ¼ people abandon mobile apps after one use. TechCrunch “ @jes_scholzVisual marketing
  78. 78. Siri HomePod Messenger
  79. 79. The time of the website is at an end. Be where the consumer wants you. Tweet me
  80. 80. @jes_scholz
  81. 81. @jes_scholz
  82. 82. Spark - A social discovery (read shopping) network. @jes_scholz
  83. 83. INNOVATORS FEB 2014 JUL 2014 OCT 2014 NOV 2015 JUN 2016 NOV 2016 FEB 2017 APR 2017 MAY 2017 JUN 2017 AUG 2017 SEP 2017 Amazon: The early innovator @jes_scholzVisual marketing
  84. 84. INNOVATORS EARLY ADOPTERS FEB 2014 JUL 2014 OCT 2014 NOV 2015 JUN 2016 NOV 2016 FEB 2017 APR 2017 MAY 2017 JUN 2017 AUG 2017 SEP 2017 Pinterest: The market educator @jes_scholzVisual marketing
  85. 85. EARLY ADOPTERS GROWTH FEB 2014 JUL 2014 OCT 2014 NOV 2015 JUN 2016 NOV 2016 FEB 2017 APR 2017 MAY 2017 JUN 2017 AUG 2017 SEP 2017 Visual search has crossed the chasm @jes_scholzVisual marketing INNOVATORS
  86. 86. EARLY ADOPTERS GROWTH FEB 2014 JUL 2014 OCT 2014 NOV 2015 JUN 2016 NOV 2016 FEB 2017 APR 2017 MAY 2017 JUN 2017 AUG 2017 SEP 2017 Battle of the brands to be your snap to act app @jes_scholzVisual marketing INNOVATORS
  87. 87. KPIsFROM ECOMMERCE WEBSITES REACHED BY VISUAL SEARCH @jes_scholzVisual marketing - BloomReach
  88. 88. Search engines Social networks Consumer brands Online sales @jes_scholzVisual marketing
  89. 89. Action item Prepare for when the camera becomes primary the search box. @jes_scholzVisual marketing
  90. 90. Query-image understanding Matching algorithm Multi-level ranking Calculating distances between the query-image and result-image vector
  91. 91. D + B / 1 x H @jes_scholzVisual marketing
  92. 92. D + B / 1 x H @jes_scholzVisual marketing
  93. 93. @jes_scholzVisual marketing Leverage pre- trained image classifiers, or train your own.
  94. 94. Use case 1 Visual search for snap to shop @jes_scholzVisual marketing
  95. 95. @jes_scholzVisual marketing
  96. 96. Use case 2 Product identification for snap to sell @jes_scholzVisual marketing
  97. 97. Shoes High heel Pink Jimmy ChooOOOoo’s!! 6 £350 New without tags Jimmy Choo Pink #$%@ Category Subcategory Title Size Price Condition Brand Colour Material @jes_scholzVisual marketing
  98. 98. @jes_scholzVisual marketing
  99. 99. Shoes High heel Jimmy Choo Pink High Heels 6 £350 New without tags Jimmy Choo Pink Suede Category Subcategory Title Size Price Condition Brand Colour Material Size Price Condition @jes_scholzVisual marketing
  100. 100. Sh*t ad creation process. Does not leverage image recognition. @jes_scholzVisual marketing
  101. 101. 165 M MAU 20 M MAU @jes_scholzVisual marketing
  102. 102. Level up Integrate image recognition with chatbots to reach 1.2 billion MAUs.
  103. 103. Use case 3 Image recognition for snap for info @jes_scholzVisual marketing
  104. 104. @jes_scholzVisual marketing
  105. 105. Image recognition becomes the eyes of smart speakers. Tap into it with skills. @jes_scholzVisual marketing Level up
  106. 106. @jes_scholzVisual marketing Use bus stop ads to trigger Google map directions to your restaurant. Level up
  107. 107. DESIRE CONVERSION ADVOCACY via image recognition & snap to act integrations via visual listening @jes_scholzVisual marketing SEARCH through images
  108. 108. People are talking about you behind your back. @jes_scholzVisual marketing
  109. 109. 85% of social images don’t contain any text brand mention. “ @jes_scholzVisual marketing LogoGrab
  110. 110. “ Without visual listening, Coca-Cola would miss 200 mentions per hour. @jes_scholz BrandWatch
  111. 111. How insightful is a hamburger? @jes_scholz
  112. 112. Analyse sentiment. @jes_scholz
  113. 113. Gain insights into use cases. @jes_scholz
  114. 114. Gain insights into purchase behaviour. @jes_scholz
  115. 115. Assess impact of potential or real partnerships. @jes_scholz
  116. 116. Engage product advocates & influencers. @jes_scholz
  117. 117. Leverage user generated content. @jes_scholz
  118. 118. 86% of Millennials believe UGC to be a good indicator of brand quality. eMarketer “ @jes_scholzVisual marketing
  119. 119. Have users manually submit or #tag social posts. @jes_scholzVisual marketing
  120. 120. Have users manually submit or #tag social posts. Use logo recognition and product identification to find UGC. @jes_scholzVisual marketing
  121. 121. Visitors who engage with UGC are 2x more likely to convert. “ @jes_scholzVisual marketing Olapic
  122. 122. @jes_scholzVisual marketing
  123. 123. @jes_scholzVisual marketing
  124. 124. Action item Choose a visual listening tool & leverage UGC. @jes_scholzVisual marketing
  125. 125. @jes_scholzVisual marketing
  126. 126. Turn selfies into sales by combining UGC with visual search. Tweet me @jes_scholzVisual marketing
  127. 127. DESIRE CONVERSION ADVOCACY via image recognition via visual listening @jes_scholzVisual marketing SEARCH through images Additional discovery opportunities
  128. 128. Think pictures. Not keywords. @jes_scholzVisual marketing Key takeaway

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