PRCA Africa NextGen announces Lerato Motloung as its new Chair
Body for emerging public relations and communications professionals across Africa also has a new Vice Chair and committee member.
MARKETING TRENDS
How the rise of visual search should make online shopping easier
By our African Marketing Confederation News Team. | 2024
Combining keyword search with visual search technology will help consumers find and buy products online. Amazon and TikTok among the leaders.
A move towards ‘visual search’ will be one of the hot marketing trends of 2024, according to predictions published by media intelligence firm, Meltwater. The consultancy says this goes hand-in-hand with the growing popularity of shopping on social media platforms such as TikTok and Instagram.
While word-based search has long dominated the online actions of consumers, new technology allows users to search for information on the internet using imagery instead of, or in combination with, keywords.
Consequently, brands are starting to leverage visual search to enhance their digital marketing strategies.
“With infinite online shopping choices, the entirety of the digital and physical worlds has become our shopping mall. In turn, consumers have higher expectations than ever to be able to purchase the exact items they want and see in any context,” Meltwater says in its ‘Marketing Trends to Watch in 2024’, published at the end of December.
“Recent platform advancements in visual search are meeting those expectations and changing how the average consumer shops online.”
The company’s crystal-ball gazers point out that social media platform Pinterest, a visual discovery engine for finding home and styling ideas, is already advanced in its visual search capability.
TikTok is among those experimenting with visual search.
Photo Credit: Cottonbro Studio. Pexels.
TikTok and others are experimenting
TikTok Shop, which allows creators to promote and sell products to their community, has begun testing visual search as a way to grow its online shopping. Microsoft has launched visual search in Bing Chat, an AI-powered assistant that helps users browse the web.
Other big-name companies dabbling with visual search include Amazon and Google.
“Looking ahead, a wider range of marketers will have to adjust their strategies and outputs,” Meltwater says. “For many, the rise in visual search will require greater familiarity with visual SEO. They will also have to focus on making sure the visual customer experience is a pleasant one.
“As visual search becomes more commonplace, visually distinct brands will have a growing advantage. Those with a unique look will be more likely to be correctly identified by search engines and less likely to send traffic to lookalike competitors.”
You can read more about how TikTok is testing visual search to boost its online shopping capability here.
You can find out more about how Amazon’s inclusion of visual search can enhance a brand’s digital marketing efforts here.
More improvements for vital Port of Maputo regional trade gateway
Aim is to create a smarter, more connected and efficient port ecosystem that will make Maputo a strategic gateway for trade.
Research gives a new perspective on evoking nostalgia in marketing
Framework aims to help marketers and brand managers know they’re making the right decisions when banking on nostalgia.
LinkedIn moves to reduce the ‘AI slop’ filling the platform
Digital marketers relying on content generated by artificial intelligence are seeing prominent online platforms fighting back.
Kenyan regulator warns businesses about shrinkflation strategies
Shrinkflation and skimpflation is legal but must be clearly communicated to consumers, Competition Authority says.
Angola’s ambitious 1,300km West-East highway project makes a start
Project forms part of a broader strategy to position Angola as an important logistics hub in Southern and Central Africa.
Tiger Brands invests in increased localisation and in-house production
Company says upgrade of Paarl facility reinforces its commitment to economic development, localisation, supply security and affordability.
Scammers imitate brands nearly everyone recognises and uses daily
Microsoft is the brand most imitated by phishers, study finds. ChatGPT enters the top 10 for the first time.
MTN reclaims number one spot in Kantar’s SA brand valuation report
Financial and telecom brands dominate the 2026 BrandZ Top 30 study of most valuable brands. Capitec Bank proves a star performer.
Egypt eyes rest of Africa as it strengthens export logistics network
North African country partners with supply chain solutions company DP World to leverage its continent-wide port and logistics network.
Marketing Society of Rwanda joins the African Marketing Confederation
Its aims include developing professional standards and creating opportunities for Rwandan marketers to learn and network.
