21 minutes | Sep 9, 2019

#24 - Joelle Irvine - Image & Visual Browse Optimization Opportunities

Joelle is the Director of Marketing & Growth at Bookmark (her on Linkedin) and she spoke at the MozCon 2019 with a presentation on Image & Visual Browse optimization opportunities. The official title of her presentation was Get The Look: Improve the Shopper Experience with Visual Search Optimization. In a time where everyone talks about voice optimization, she thinks about the new channels that visual browse and purchase will bring. You can check out the slides from her presentation here: Get The Look: Improve the Shopper Experience with Visual Search Optimization from Joelle Irvine Here is the transcript of the podcast: Joelle Irvine: This is something that's not widely used by many researchers, but the interest is really growing. There are some studies done, ViSenze actually did a study where they found that 62% of Millennials would really like to be able to search by image and 58% of them would like to be able to click to purchase directly from content. Peter Mesarec: This is Time for Marketing. The marketing podcast that will tell you everything you've missed when you didn't attend the marketing conference. Hello and welcome to the Time for Marketing podcast, the podcast that brings you information from the conference's that you were not able to attend in a short time span because we know you are all busy enjoying the last days of summer. This is the episode number 24. My name is still Peter and we will go directly with our guests joining us today from beautiful Canada up there and to the left very far away from me is sitting Joelle Irvine. Joelle: Hi Petter. How are you? Peter: I'm very well, how are you doing? Today is Tuesday. You're slowly starting your workweek. Joelle: Yes. Peter: Did you already start after the summer? For agencies stuff usually dies down a bit or declines back are they sending emails and trying to do everything for Black Friday and everything in the fall that they have planned. Joelle: We actually don't really have any slow periods here at Bookmark. Not only do we do digital but we also do magazines so we gear up for the fall during the summer and then the fun continues throughout the fall until the holidays at the end of the year. Peter: All right. The #agencylive will always work hard. Joelle: Yes, exactly. [chuckles] Peter: Joelle, you are the director of marketing and growth at the agency called Bookmark Content and Communications. Can you briefly tell us what do you do either as the agency and more importantly, what are the things that you do? What are the nice things that allow you that you are happy at your work every day? Joelle: At Bookmark, we're a global content and communications agency and we have offices all around the world. We work mostly primarily with luxury and lifestyle brands and we create content for them to bring their brand and audiences together. What I do is actually create content for our content marketing company, it's very meta. I wear many hats, I do a little SEO, I do in marketing social media. I also work on some new business, I do really a little bit of everything, I love it. Peter: Yes, you're the director of stuff there, you'll have to do everything. If you're doing stuff for high-end brands, I've invited you to the podcast because you spoke at the Moscone conference. How is SEO and high-end brands coming together? Joelle: Well, I was looking for new and innovative things to bring to our clients. Not only do we focus on-page SEO we're also looking at technical SEO as well as new things we can bring to them. How can we integrate voice? How could we integrate visual search? How can we make sure that when their audience looks for them in search that they're getting visually pleasing results, not only text-based results. Peter: Yes. This is why I was very interested in your presentation, in a time when everyone speaks about voice search you speak about image search or visual search. Your presentation was called Get To Look, Improve the Shopper Experience with Visual Search Optimization. We'll get to the presentation in a minute. How was Moscone? Joelle: I really enjoyed it. It was actually my third year at Moscone, this is my first time on stage. What I really love about Moscone is the community. I love the people that attend. I love the presentations and the other presenters that spoke, they all cover really interesting things that are current, that are relevant, that are trending. They also bring something I think a little bit different than other conferences be because it is a one-track conference and I really love that approach. I also really appreciate the way that it's very much human first even though it's a tech company. They really accommodate everybody. Even if you look at the speakers it's very much a 50/50 split between men and women which I really appreciate. Peter: Yes. I've had two speakers for a Moscone on the podcast in the previous episodes just because the presentations that I saw were so good. All right, let's go directly to your presentation. Without further ado, I just give you your five minutes to sum up your presentation. Joelle: Perfect. When I talk about visual search, I'm really talking about searching for images with other images not searching for images with text queries. This is something that's not widely used by many searchers but the interest is really growing. There are some studies done, ViSenze actually did a study where they found that 62% of Millennials would really like to be able to search by image and 58% of them would like to be able to click to purchase directly from content. That's very telling showing that young people are really interested in this type of technology and I find also people are in tune with looking for things with their eyes versus typing them out. There's another stat that I'd like to share and it's that 85% of consumers place more importance on visuals when shopping online for clothing and furniture. I'd like to share why I chose Google lens and Pinterest lens as examples. I find that they're both leading the way in terms of technology and ways to use visual search to appeal to their customers and also drive revenue for brands. Google lens is really focusing more on practical applications where Pinterest lens showing more success in discovery engagement and conversion for fashion and home decor brands. I find those two things are really interesting to look at because not doing the same things, they're investing in different ways to use image recognition technology to appeal to their audience. If we look back at the past few months, Pinterest lens has actually started integrating some cool new features. They integrated hybrid search which is a way of integrating a visual search with a text-based query. Right now it's not something that you can use where you can actually type in a query but you can actually take an existing pin and text provided by Pinterest to come together and provide search results based on those two things. They're working on something called to Complete the Look which I think is going to be really amazing and I feel like other companies and tech companies and social media companies will follow suit once this is released. What it does, is it allows you to actually type in a text query and combine it with an image to find a handbag to go with an outfit or curtains to go with your living room. What's interesting about Pinterest lens is that right now there's about 600 million visual searches that are happening every month and 300 million people around the world are using it. That's small potatoes compared to let's say Google or Amazon's audience but there is a large group of people who are actually using visual search. If that's something the brands are interested in, they should leverage that. Mostly because proportionately Pinterest drives more referral traffic to e-commerce sites than other social platforms. Something else that I'd like to share is that Google lens, it can recognize over one billion items. That's quite something. At the recent Google I/O conference last May, they also introduced two new filters further Google lens. One is dining where you can actually scan menu items and it'll pick up some images and recommendations from their Maps app to get people to choose items that other people have liked. Also, the translate feature where you can scan a printed document or a screen with text in another language and it'll translate it for you in a matter of seconds. That in itself is very cool when you're traveling, it just makes things way more accessible. They also announced the addition of augmented reality into a Google search which could have huge possibilities for shopping if that will also get integrated into the lens features. All of this leads to opportunities for retail brands, e-commerce brands. Some of these opportunities include increased visibility for lesser-known brands. Right now, if you think about shopping online a lot of the time it's hard for some smaller brands to get found in search results but through Pinterest lens what pinners end up doing is they end up being exposed to this smaller brands and they get to see things based on what they're looking for in terms of style rather than doing branded searches . 97% of Pinterest searches are currently unbranded and 70% of their audience is open to finding about brands they've never heard of before. That's pretty cool. Also, something that's interesting that people should be looking at is leveraging existing platforms and partnerships. What I would say is either optimize where your audience is already like on Google, Pinterest, Instagram or Amazon or partner with an image recognition tech provider to integrate it into your own platform. If you're just starting out I would say go where your audience is already but if you're ready to take that next leap there are different providers such as the ViSenze, slice  that can help with that integration. Also, capital
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