Google’s updated AI-powered tool empowers online search.
GOOGLE LENS HAS INTRODUCED SEVERAL FEATURES that businesses can leverage to enhance marketing strategies, product research and customer engagement. According to Wired, Google Lens produces 20 billion visual searches a month. These AI-powered tools transform how consumers interact with products, bridging the gap between the physical and digital worlds. The “multimodal” approach means users can search with video, images and voice inputs.
Marketing and Product Discovery
With Google Lens, the ability to search with images and now videos is a game-changer for marketing. By allowing consumers to visually search for products using their cameras, companies can increase product visibility and engagement. A customer can scan an item in a store, online or at a product demo, and Lens will pull up details like price comparisons, reviews and related items. This streamlines the shopping experience and provides businesses with a direct route to consumers looking for similar products.
Google Lens also enables enhanced visual advertising. Brands can integrate scannable marketing materials (posters, brochures) that link to online content, promotions or ecommerce sites. This opens the door to more interactive and engaging campaigns, making the user experience both seamless and fun.
Customer Engagement
The new video search capabilities let users interact with brands in real-time, whether by scanning products in videos or by engaging in live product demonstrations. For example, if a consumer is watching a makeup tutorial, they can use Lens to identify and buy the products featured in the video without having to leave the app. This level of interaction enhances the customer journey and keeps consumers engaged longer with branded content.
Additionally, businesses can use the new voice search feature alongside video to help users ask specific questions about products or services as they interact with visual content. This can be applied to virtual shopping assistants, interactive product displays or even customer service chatbots, increasing accessibility and engagement.
Product Research and Data Insights
Companies can use Google Lens for in-depth product research by gathering consumer behavior data. When customers scan products for information, businesses can collect insights on trending items, popular search queries or the geographical distribution of interest. For example, are customers looking for more affordable alternatives, better-reviewed products or related items?
Google Lens provides an easy way to track how well new products are performing in the market, allowing companies to adjust their strategies quickly based on customer reactions. This data can inform inventory management, marketing strategies and product development.
From the December 2024 issue of Direct Selling News magazine.
