With visual search on the verge of mainstream adoption, visual marketing platforms have never been more in demand. Platforms that help brands collect, curate, and showcase photos created by consumers are being sought out, as retailers search for better ways to compete with pure-play e-commerce giants.
Amazon, Alibaba, and eBay are just a few online retailers with new visual search tools, and social media platforms like Snapchat are letting users take pictures of items to buy on Amazon and Pinterest. By using enterprise-level visual marketing platforms, brands can capitalize on their visibility across the web and drive more revenue from the images and other content their customers are creating.
Here are five visual marketing platforms that brands are using right now.
Pixlee is a visual marketing platform for brands that want to find new ways to take advantage of the user-generated content being posted on Instagram, Facebook, and Twitter. Brand marketers can find customer photos that showcase their products on social media and build a database of photo submissions from their actual customers. This database can be curated and managed, using image recognition technology to quickly identify top content and tag the products featured in photos. Those images can then be re-published, with permission, across all of a brand’s marketing channels, giving shoppers a way to scroll through shoppable social galleries and ultimately make their purchases based on social media content. Pixlee works with brands like Kimpton Hotels, Levi’s, and Cole Haan.
A visual commerce platform that helps brands get more from their influencer marketing strategies, Olapic offers a way for its clients to collect, curate, and showcase user-generated content. Brands collect and deploy real customer photos using a combination of algorithms and human moderation. Once they’ve found the best content, brand reps can quickly request permission to repost or tag products. Olapic’s platform includes tools to republish visual content across e-commerce, social, mobile, ads, emails, and offline channels. Measurement tools are available within the platform, as well, so brands can connect with top influencers and track the success of their initiatives. Olapic clients include West Elm, Timberland, and The Body Shop.
Curalate is all about helping brands sell more efficiently through visual channels. To do this, the platform’s creators have developed tools to leverage user-generated content across social media. More specifically, brands collect content posted by influencers in their Curalate Media Library, and the platform uses AI to quickly tag products and add commerce links to those images. Curalate also drives commerce from images with tools that let customers discover product links by simply pointing to the products in online photos. Brands can measure which content is performing best, and even discover influencers and micro-influencers who are already authentic fans. Curalate works with brands like Target, Sephora, and Crate & Barrel.
Designed for modern marketers, Stackla has a new way to discover, manage, publish, and optimize user-generated content. The visual content engine and asset manager gives brands a way to discover social content from more than 30 sources, with a visual search tool that relies on location data, keywords, and hashtags. Top posts are automatically curated and tagged, with all content permissions managed within the platform. Brands can quickly showcase the user-generated content they’ve tagged across all of their marketing channels. Stackla’s machine learning technology, dubbed Co-Pilot, observes content performance patterns and makes recommendations based on new trends. Brands that work with Stackla include BMW, Subaru, SONY, and Nintendo.
Nicho’s self-service visual marketing platform is all about delivering seamless brand experiences. Brands create their own branded social hubs by leveraging the visual content already being posted online. Nicho’s visual search tools rely on hashtags to pinpoint social media photos and videos related to the brand. Brand marketers can republish their favorite content on responsive media walls that can be embedded almost anywhere. They can also link posts to their product inventory pages, so customers can make purchases directly through their social hubs. Nicho has worked with Sean Paul, the Eat Real Festival, and DJ Jazzy Jeff.
This article first appeared in www.streetfightmag.com
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