The integration of image processing techniques in marketing has rapidly increased in recent years, and their implications for marketing management are becoming more significant. The chapter highlights the various types of image processing techniques used in marketing, including image segmentation, image filtering, and image recognition. The review also discusses the applications of these techniques in marketing, including product classification, branding, advertising, and customer experience management. Additionally, the review identifies the implications of image processing techniques for marketing management. The chapter also examines the limitations of image processing techniques in marketing. Finally, the chapter concludes by providing suggestions for further research, including the need for more studies on the effectiveness of image processing techniques in marketing and development of new frameworks to integrate image processing techniques in marketing management.
TopIntroduction
Image processing techniques have become increasingly popular in the field of marketing, offering businesses the ability to gain deeper insights into consumer behavior and improve their marketing strategies (Bolat, 2018; Lammers et al., 2020). As the competition in the market continues to intensify, marketers are seeking innovative and efficient ways to stand out from their competitors. With the advent of image processing techniques, businesses are now able to leverage the visual elements of their marketing campaigns to create a more personalized and engaging experience for their customers (Girard et al., 2019). Marketing management is responsible for the planning, organizing, directing, and controlling of marketing activities within an organization (Kotler et al., 2017). Marketing managers play a critical role in designing and implementing effective marketing strategies that can help businesses achieve their goals. With the growing use of image processing techniques in marketing, marketing managers need to be aware of the various applications of these techniques and the implications they have for marketing management (Kim & Kim, 2019; Tjandra et al., 2017).
Image processing techniques have the potential to significantly enhance a business's marketing efforts. For example, image enhancement techniques can be used to improve the quality of product images and make them more visually appealing to customers (Bolat, 2018). Image segmentation techniques can help businesses identify and target specific groups of customers based on their preferences and behavior (Girard et al., 2019). Image classification techniques can be used to automatically categorize images and improve the accuracy and efficiency of image-based searches (Lammers et al., 2020). Finally, object recognition techniques can help businesses automatically identify and tag objects within images, enabling them to create more personalized marketing messages for their customers (Kim & Kim, 2019).
These applications of image processing techniques have important implications for marketing management. For instance, the ability to enhance product images can lead to increased customer engagement and sales (Bolat, 2018). Image-based product search can help customers find the products they want more quickly and easily, improving their overall experience and increasing the likelihood of repeat purchases (Lammers et al., 2020). Image-based personalization can help businesses create more relevant and engaging marketing messages, which can improve customer loyalty and retention (Tjandra et al., 2017). Finally, image-based branding can help businesses establish a stronger visual identity and differentiate themselves from their competitors (Girard et al., 2019).