Visual Marketing Initiatives Take Center Stage
As the “visual” nature of the Web takes center stage, platforms are emerging (right on cue) to help these brands - particularly those of a “lifestyle” nature - be more personal in their visual marketing initiatives.
Case in point, Pixlee has just announced the release of its platform, designed for brands to create, manage and measure user-generated photos and short form video campaigns. The Pixlee Platform allows brand marketers to collect, curate, and repurpose brand-affiliated user content automatically be aggregating hashtagged content, and gain actionable insights about their customers at each stage. Pixlee calls this intersection of user photos and data “Personalized Visual Marketing”. Brands repurpose the content through online merchandising, site personalization, live events, contests and other user-focused digital intiatives.
Identifying the best visual assets for a given situation, however, is a complex technical challenge. Pixlee claims its proprietary PhotoRank technology will help to solve the problem through a combination of advanced filtering, feature extraction and contextual learning, dynamically identifying the most effective photos for each consumer interaction.
Pixlee is being adopted by a broad range of customers from lifestyle and ecommerce companies including 1-800-Flowers, Sanuk (a Decker’s brand) and One Kings Lane, to brands and travel destinations like Yamaha and Whistler Blackcomb. Pixlee also serves as the backend for sports franchises such as one-third of the National Basketball Association and one-fourth of the National Football League.
“At Pixlee we are revolutionizing the relationship between people and brands,” said Kyle Wong, co-founder and CEO of Pixlee. “We stand at the crossroads of four tectonic shifts: the behavioral change from passive consumer to active consumer, the rapid rise in visual content on social media, increased access to data about consumer and the needs for brands to increase relevancy and responsiveness in online marketing. Pixlee is taking advantage of these industry changes to help brands personalize marketing using authentic customer content.”
Pixlee also announced its seed funding, $1.5 million, from investors including Andreessen Horowitz, XSeed Capital, Ariel Polar, Rothenberg Ventures and Mark Gorenberg, previously a board member of Omniture, and others, and the addition of Sharon Goldstein to the Pixlee management team as Chief Marketing Officer.
Screenshot of a Pixlee Community: