Why Should Product Marketing Professionals Care About Image Recognition Technology?

Among the latest technologies being tested by industries to transform their business processes, image recognition is forecasted to make a huge impact, especially in advertising and marketing.

As image recognition becomes more and more conventional, how can it help marketers? Read on to find out.

While, image recognition has been around for a considerable amount of time, it has only recently started to gain traction. Currently, mobile devices are being tested to run similar pre-built features. Google, for example, is now working on bringing a more powerful image recognition feature to smartphones without having the need for an app to run it. Thus, it will allow Android handsets “to understand and identify images like faces and street signs in real time”.

Luckily, companies already have the ability that allows mobile apps and websites recognize real-life objects and images and tie them to digital experiences. And for this, the user may use any everyday smartphone or mobile device, making the technology highly accessible to the public. Catchoom’s CraftAR Image Recognition and AR toolbox is a good example.

Provide shoppers with convenience and enable product discovery

Many eCommerce websites are using the technology to offer their clients an efficient and easy way to discover products in a new way from their immense database. Companies can let people scan the package to receive quick product information about the item and where to get it, or even buy it instantly.

This is what Amazon did with the mobile app Firefly for their Fire Phone. The app has the ability to identify movies, books, games, CDs, food products, etc., just by pointing the app at them. If the item has been identified by the app, it provides the consumer with an easy way to purchase the item online, taking advantage of instant purchases.


“Right now, it is all about showrooming and helping the e-tailers. I think the future is already here in terms of comparison shopping. The future opportunity for retailers may be in being able to harness image search to make a shopping experience a lot more fun,” says Sastry Rachakonda, CEO of iQuanti, a digital marketing agency for Fortune 500 companies.

Revolutionize the retail industry

Image recognition opens up a ton of opportunities for smaller enterprises to stay competitive in the market. Small shops can work together with mid-size merchants to offer an image recognition commerce app where all their products and/or services can be viewed easily and quickly. Shops can be organized based on a target market or product categories.


It’s more affordable and within the budget of small enterprises – not to mention it allows them to present their ability to innovate in this highly competitive market. Any agency or retailer can create their own app with image recognition features inside, to help consumers discover products, whether niche or mainstream. (See the cases of the Sake! app and Phoodi food scanner.)

Affecting the online search scheme

The technology has the potential to provide an additional contextual layer for keyword search, especially since Google is working hard to incorporate image recognition on its products and services. Thanks to image recognition tech, a mobile app can allow users to point their smartphones at images and the app will automatically present information about the object.

People don’t have to try figure out a product’s name or type in a brand’s name from a poster they have seen, as it’s enough to point their phone at the object to discover more. This kind of convenient visual search is the future, while text-based search will soon seem obsolete.


Image recognition has the potential to advance quickly and could revolutionize many sectors, particularly the marketing and retail industries. As the marketing agency director cited above said, “It is now a matter of putting the technology together in a workable economic way – but visual search will be amazingly advanced.”

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Guest post was written exclusively for Catchoom by tech blogger JenniTechie.

Image credits: GSMArena