Independent research and advisory firm Forrester
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Explore Computer Vision To Boost Your Brand

27th Feb 2020
Independent research and advisory firm Forrester
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The importance of logos, visuals, pictures, and videos is nothing new to advertising and marketing. However, the dramatic explosion in the number of consumer mobile devices with cameras and in the amount of visual content and sharing on platforms such as Instagram, Pinterest, Snap, and TikTok make it crucial for marketers to break down these images and videos into interpretable data.

Artificial intelligence technologies like natural language understanding, semantic processing, and speech recognition enable CMOs to make the most of language analysis to design new voice experiences. However, our brains aren’t just wired for language. They’re also wired for sight: 90% of information transmitted to the brain is visual, and this information is processed 60,000 times faster than text. That’s why computer vision — a less-well-known AI technology — is helping CMOs deepen their visual understanding of the world, personalize experiences in context, and innovate visually. And much like how people use their eyes and brains to make sense of their surroundings, computer vision can scan images and translate their contents into real-world metadata. Marketers can then collect, organize, and assess that data to enhance their online and offline marketing experiences.

A few key takeaways:

  • Computer vision boosts customer understanding and emotional engagement. Video analysis, facial recognition, and eye tracking offer unique insights into how your customers perceive and interact with your brand at key moments of their customer journey.
  • Computer vision activates a real-time blend of offline and online experiences. Coupled with other technologies like augmented reality, computer vision has the potential to transform in-store experiences and deliver advanced contextual marketing.
  • Visual search is set to explode. Limited largely to the fashion and retail industries today, visual search is a paradigm shift: It can immediately contextualize customers’ discovery and exploration of brands and products.
  • Computer vision helps the monitoring and optimizing of the quality of your visual brand equity. Computer vision is a great tool for monitoring your brand presence, compliance, and consistency across channels; you can even optimize your trade marketing, merchandizing, and in-store operations, such as planograms, end-cap compliance, or the proper display of promotional material

This post was written by VP, Principal Analyst Thomas Husson, and it originally appeared here.

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