Use Facial Recognition in Marketing

There is a dizzying amount of interest going into facial recognition technologies and artificial intelligence. Businesses are being told of the numbers of sales that can be made by using both technologies either individually or as part of a marketing technology stack.
     Both facial recognition and AI indeed have the potential to transform how you approach your marketing, but how do you make the best out of it without crossing the line?
     Before you proceed⁠—privacy and compliance. Facial recognition technology may be useful, but it also happens to be one of the most controversial topics out there. As a result, businesses deploying the technology contend with facial recognition battles that don’t seem to go away. At the same time, you should be aware of the regulations surrounding the use of facial recognition for your state or country and how to be compliant.
     Once you’ve attended to that, here are some ways you can deploy facial recognition technology in your business as part of your overall marketing strategy:

• Personalized advertising. This is perhaps one of the most popular applications of facial recognition in marketing and advertising. If you run a brick-and-mortar business, consider using facial recognition technology to identify customers in your store. You can then alter in-store digital ads based on their existing profile or shopping patterns. For instance, you could display a discount on electronic items if they spend more time checking them out. 
• Identifying potential leads. Hosting an event? You could use facial recognition to identify potential leads based on their level of interest in your presentation. The same leads could later be added into a specific marketing funnel if you manage to get their contacts. Event organizers are already using this customer acquisition strategy today. 
• Rewarding & retaining-loyal customers. Every business owner knows that customer retention is as important as customer acquisition. With this in mind, you can deploy facial recognition cameras to identify loyal customers as they walk in and offer specialized services or discounts to them. 
• Market research. For a marketer, understanding your market should be at the top of your agenda. Overt or covert facial recognition technology can be used to study consumers with the aim of understanding their preferences and how they interact with your products. For example, you could use it to map the movement of specific customers in your store so you can understand how they select products. 

This guest post by David Cadelina of TechWarn.com was written specifically for RIMtailing readers.

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