Brand Identity Issues: How Does Logo Detection Work for Effective Marketing Campaign?
Social media has evolved into the principle method of communicating ideas, sharing experience, brand stories, and building communities. The user engagement with ads on Facebook has tripled in the last 2 years, as Hootsuite reports. So far, more than 60% of users discover brands and goods on Instagram, employ such apps as Like2Buy that allows them to take actions on visual content and makes Instagram look like a shopping place.
According to Harvard researchers, about 90% of purchasing decisions are subconscious. So, the higher is brand visibility for communities on the web, the more impact a brand has on consumer buying activity.
Brands need to monitor their presence across social media and websites for a number of reasons. The logo detection technology allows scanning images and real-time video streams for logos to get real uses of products by customers, facilitate monitoring the ROI of marketing campaigns, ensure revenue boost, and more. Let’s delve into brand and logo recognition advantages that business can reap to reach a larger audience.
The basics of logo detection
The object detection algorithm enables the process of identifying where is a particular object on an image, based on the collection of categories that the algorithm is trained on. This task requires a convolutional neural network, such as VGG or ResNet, pretrained to classify objects, i.e., to take an input image and provide its category as output along with the confidence score that the input image belongs to a particular category.
Excellent performance of the algorithm is inextricably linked to large datasets and diligent work of data scientists required to tailor the logo recognition algorithm to fit in with business specifics and deliver real value.
How to facilitate your brand’s efforts to reach more people
Statistics claim that more than 85% of consumers who interact with brands daily shape loyal audience. And the main communication channel is social media environment. Meantime, 30 million small businesses struggle for consumer attention on Facebook alone. They like, comment, and share loads of content – especially visual content – related to their favorite brands. The competition is tough. Text-based social media monitoring is not enough to enhance visibility.
The global audience can give great exposure to logos of favorite brands. Monitoring related visual content, brands get a real grasp of what sentiment consumers express, how they use a product, what are their associations with a brand, what is the visibility rate of brand’s logo during a sports event, and more. Whatever is a consumer’s reason for exposing logos, brands can effectively leverage logo detection to respond to a consumer in a timely manner.
Brand visibility on the web
As Mark Zuckerberg said, “I see video content as a mega trend.” It is unlikely that users will specifically mention brand names in captions. So, text-based social analysis is an unreliable tool that may leave marketers unaware of what the target audience shares about a brand. However, consumers add plenty of visual content containing lots of brand logos. Let’s look at the following two Twitter posts:
There are so many brands’ logos that visual content provides, but not brand-related hashtags. By using logo detection tools, marketers can get the full picture of brand presence across social media and then analyze brand awareness based on the data augmented with logo recognition statistics. Depending on business-specific needs, custom brand recognition tools also allow scanning and analyzing web pages, identified by a customer.
Measure event sponsorship ROI
For more exposure, brands launch sponsorship campaigns, whether effective or otherwise. It is often difficult to identify the ROI of large-scale and expensive campaigns, like those at musical festivals or sports events.
With the view to measure brand exposure during a TV broadcast, marketers need to pull together the time and the number of logo exposures, the uses of related video content across social media. In this case, the importance of logo recognition software cannot be overestimated, since this solution is tailored to help marketers quantify the success of the investment.
Monitor positive and negative sentiment towards brands
Customer feedback is the main engine that drives changes and may redirect brand policy. In case the target audience expresses positive emotions regarding what a brand offers, this points out that a brand is moving in the right direction, and the best step further is to enhance the existing services.
However, sentiment monitoring can bring to the surface negative feedback. If some visual content containing negative emotions of consumers towards a brand appears on the web, the best option for a brand’s marketing team is to professionally respond in no time to prevent unfavorable associations with a brand’s logo. The use of logo recognition can assist in the timely detection of the type of content that can potentially be harmful to brand image.
Detect illegal logo uses and protect brand image
Above all, brands may face security issues related to logo misuses. Brand’s logos may appear on promotional material or be used to sell goods and services that have nothing to do with a genuine brand.
With the help of logo recognition tools, marketers can track the use of the original brand’s logo as well as its variations. And since word of mouth is the most influential advertising, the use of redesigned logos can result in misleading associations with a brand. It’s better to take actions to make the brand image safer.
On a final note
Samsung managers share that they use logo recognition to learn what images featuring TV people are sharing. This way, they can tell whether that is a Samsung TV or, say, an LG TV. What is more, scanning such images allows telling what’s on the screen, what consumers watch on TV. With this knowledge, marketers can adapt ads to those interests. It is a great use case for logo recognition, meaning that the technology merits close attention of marketing departments.
Consistency and repetitiveness within brand promotion activities can boost revenue growth by up to 25%. Brands need to continuously improve their image, monitor presence on the web, grasp trends popular with the global audience, and easily measure the ROI of marketing campaigns. Logo detection software enables excellent image-building and growth opportunities that brands need to embrace.