Introduction to logo recognition
Logo recognition begins with identifying images shared either online or within an archive that contains certain specific things – usually brand logos.
One step deeper, with image analyses you can begin to sort, categorize and compare photo mentions as easily as text mentions. With logo recognition and image analysis, you can begin extracting the who, when, and why behind the images.
From what customers say, to what they see
Text-based social listening is extremely useful. By nature, they can easily measure what customers and companies are saying about a topic or brand.
However, for many marketing purposes, learning what customers see in regards to your brand is as important as knowing what they say. How has a picture of a celebrity in your sunglasses affected sentiment around your brand? Did you meet your clients’ influencer marketing goals?
Measuring the impact of your marketing initiatives on your customers requires a 360 degree view of your brand’s presence. That full impact is impossible to get if you’re ignoring the 80% of photos of your products or logos that don’t mention your brand specifically.
The context of the content
In addition to pulling in thousands, if not millions, of mentions of your brand that would otherwise be ignored, there is a more implicit, qualitative value to investing in logo recognition. With image mentions, you’ll immediately see that the types of mentions and conversations you’re collecting are vastly different.
When an image of your logo or product is shared, it reveals information that would otherwise be hidden: what people are doing with your products, what associations are being made, where and how your products are used.
The author of a social media post might not always be the consumer or user you’re interested in. Whether looking at a parent’s picture of their child wearing your denim jacket, or a coworker drinking your coffee at work, you can learn from both the social media poster and the subject of the photo by using logo recognition.
Immediately, you can learn the places where people are drinking your soda, how your toys are played with—the complete context behind the mentions of your company.
A piece of the bigger puzzle
While image mentions provide a different look at consumers and companies than text mentions do, they don’t need to be treated as a completely independent, obscure data source analyzed in a vacuum. The information gained from online photos is a piece of the bigger picture—just one facet of the impact of your strategies and the impression your company has on your customers.
With the accuracy and scale of image recognition technology, insights from image analysis offer the missing link in the digital and social marketing metrics you need for your campaigns, your products, and your customer experience.