Visual Search - Digital Marketing Institute, June 2020 - Clark Boyd

digitalmarketinginstitute.com 1
THE IMAGE
RECOGNITION
MARKET -
CHANGING
THE WAY YOU
DO BUSINESS

COMING UP
1. What is visual search and how does it work?
2. Why does visual search matter?
3. How consumers use visual search
4. Visual search marketing tips
5. The future of visual search

WHAT IS
VISUAL SEARCH?

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Visual search turns a smartphone
camera into a visual discovery
tool.
It allows consumers to shop the
‘real’ world online by searching
what they see.
This is quicker than typing or
speaking, and it is handy when
you don’t have the words to
describe what you are looking
for.

WE
CONDUCT
VISUAL
SEARCHES
ALL THE
TIME.

COMPUTER VISION TECHNOLOGY IS
CATCHING UP
...even if it
does take
the fun out
of Where’s
Waldo

THERE ARE OVER 1 BILLION
VISUAL SEARCHES ON PINTEREST
EVERY MONTH

VISUAL SEARCH CAN CLOSE THE GAP FROM
INSPIRATION TO PURCHASE

45% of major
retailers now
offer visual
search.

Clay Bavor
"In the English language there are 180,000 words, and we only
use 3,000 to 5,000 of them.
If you’re trying to do voice recognition, there’s a small set of
things you need to be able to recognize.
Think about how many objects there are in the world, distinct
objects, billions, and they all come in different shapes and sizes."

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NAV
Y
CON
TEN
T
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x:
• T
Google Lens can now
identify over 1 billion
objects.

"Say you're in São Paulo and spot a jacket you love.
You could snap a photo to find a similar one in seconds because
the system can analyze the brand, fabric, price point, and style
information.
We envision a future in which the same system could even
incorporate your friends’ recommendations on museums,
restaurants, or the best ceramics class in the city — enabling you
to more easily shop for those types of experiences.”

WHY DOES VISUAL
SEARCH MATTER?

90% of the information
transmitted to our brains
is visual.
- MIT

In 2019, we took over
1 trillion
smartphone photos.

30%
When people shop, they
know what they are going to
buy just 30% of the time.

70%
The other 70% of the time,
shoppers may have some
idea of what they want, but
they are open to ideas.
Consumer research by Donde Search.

➔ Visual
➔ Dynamic
➔ Serendipitous
➔ Social
It’s great for those “I don’t know what I
want, but I’ll know it when I see it”
moments.
You can try on clothes, speak to the store
assistant, and discuss with friends.
Offline shopping is:

Online shopping is:
➔ Convenient
➔ Fast
➔ Clinical
➔ Directional
It caters very well to the 30% of shoppers
who know what they want, and they know
how to describe it.
But what about those “I know what I want,
but I don’t know how to say it?” moments?
What about trying on new outfits, or seeing
how furniture would look in our spaces
before we buy it?

digitalmarketinginstitute.com 24https://medium.com/@clarkboyd/visual-search-trends-statistics-tips-and-uses-in-everyday-life-d20084dc4b0a
34% 8.5%
Conversion rate
for image-based
Pinterest Ads.
Of Google
searches return
image results
62%
Of millennials
want visual
search over any
other
ecommerce
technology

SOCIAL MEDIA OFFERS A VISUAL SHOPPING EXPERIENCE

GOOGLE’S BLUE LINKS LOOK A LITTLE LESS ‘INSPIRING’

GOOGLE KNOWS THIS. IT
CONTINUES TO ADD VISUAL
SEARCH FEATURES

HOWEVER, GOOGLE STILL REQUIRES
US TO ENTER A SEARCH QUERY

With visual search, consumers can
search on Google with a pattern, a
colour, an object, or an outfit they like.
This fundamentally changes how brands
can communicate with their audience.

MARKETING
TIPS FOR
VISUAL SEARCH

1. 2. 3. 4. 5.
Map out the
customer
journey
Analyse
search results
page
View your
content how
computers
view it
Make images
central to your
pages
Tag and
categorise
images based
on more than
just keywords

1. MAP THE
CUSTOMER
JOURNEY

Intent state Input Output
Open to ideas

Open to ideas
Looking for a specific style

Open to ideas
Looking for a type of product “White sneakers”

Open to ideas
Looking for a type of product “White sneakers”
Ready to buy “Adidas originals white”

2. ANALYSE THE
SEARCH RESULTS

2. ANALYSE THE SEARCH RESULTS
Google Search shows images
in a number of places:
➔ Universal search
➔ Snippets
➔ Image search
➔ Lens
It also categorises images based on styles
and trends, not just keywords.

3. VIEW YOUR
CONTENT AS
THE MACHINES
VIEW IT

https://cloud.google.com/vision
We can use computer vision
technology to see how a machine
interprets our images.

4. MAKE IMAGES
CENTRAL TO
THE ON-PAGE
EXPERIENCE

5. TAG AND
CATEGORISE
CONTENT
BY FEATURES
& ATTRIBUTES

BRANDS CAN TARGET OVER
5,000 CATEGORIES THROUGH
VISUAL SEARCH ADVERTISING
ON PINTEREST

1/3 NAVY
CONTENT
➔ The user can be more
specific about their
style-based search.
➔ Retailers can categorise
content based on
features and attributes,
not just keywords.
VISUAL SEARCH FOR
RETAILERS

➔ Google is starting to
show these tags within
search results,
alongside user photos.

THE FUTURE OF
VISUAL SEARCH

Visual search technology will move closer to our line of vision.
Brands will no longer have to wait for a typed search query. They will pay to get in front of the
consumer at the moment of intent, through images.

Amazon wants to
develop a camera that
will scan a shopper’s
physiology, then create
a digital avatar.
Amazon will then be
able to show you what
clothes will look like on
you, before you buy
them.

Facebook’s “thought hearing”
glasses will turn thoughts into
searches.
They also have a camera for
handy, hands-free visual
searches.

“We want to develop a personal closet
for each user, so they can use visual
search to find outfit ideas and new
products on Facebook.”
- Tamara Berg, Facebook

Visual Search - Digital Marketing Institute, June 2020 - Clark Boyd

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