What is it? We’re not talking about tagging yourself in your Facebook photos here. The idea behind image tagging technology is taking static images on the web and making them interactive and much more useful to users. It’s about adding an additional layer of information and engagement to regular photos. Ever see a photo online and wonder what product is that? Where can I get that shirt? Where is that gorgeous beach, take me there now? And so forth. The value for everyone involved is obvious.
Publishers who provide content that comes tagged will create more engagement for their readers and will allow them to get more information about the images without taking them off their page. A typical link would drive your user away to a new destination, but tags just pop up on the spot. This is particularly useful with media. A music blogger could tag the cover of an album he is reviewing with a music video so that the reader could listen without leaving, or link them to iTunes to purchase on the spot.
Publishers can also monetize the images on their sites and blogs by including tags that link to partner websites, suppliers, retailers, etc.
Brands/Retailers/Marketers can embed tags with all sorts of value to their consumers. The most obvious is linking to eCommerce sites to drive purchase, but there are a slew of others such as including UGC product reviews, links to FB or Twitter pages, drive them to your brand websites, digital coupons, and so on.
For consumers the true reaction to tagging is yet to be known but the tags are only activated by rollover and are not intrusive. Personally, we find them to be fascinating.
What it could look like for PR? Make existing content assets so much more engaging and valuable for blogger outreach programs:
- Tag images with coupon codes to incentivize trial
- Include linkes to eCommerce/Social commerce sites so consumers can order products
- Include videos of talent or spokespeople within the tags to provide added information or entertainment
- Tag content with “like/share” buttons to drive users to your Facebook page or other social media presences
I leave you with this thought, Imagine how amazing Flickr or Pinterest would be with image tags?
Andy Amendola is the Director of Digital Strategy at DeVries. You can find him tweeting and checking in all over town at @AndrewAmendola
