Posted on

How to use holiday greetings to build brand awareness

The vision industry is a highly technical one but at Vision Markets, we are convinced that you don’t win business with bits and bytes only. You also need to build a strong relationship and emotional connection between your audience and your brand.

Holiday greetings are a great way to add a human and personal touch to your marketing, even if you don’t have the budget to create those multimillion-dollar ads that big consumer brands produce every year for the holiday season. You can, of course, post a free clipart of Santa and wish your audience a merry Christmas but will that be beneficial to your brand? Here are a few tips for your holiday greetings.

1. Celebrate the right holidays

It all starts with selecting the right holidays. The Christmas and new year season immediately comes to mind to western companies but if your company operates globally, you may want to consider other holidays and select them according to your business priorities. For example, if you have a strong focus on the Chinese market, don’t miss Chinese New Year as it is the major holiday of the year in China. Or if you decided to conquer the US market, why not post a nice greeting for Independence Day?

2. Be mindful of cultural and religious sensitivities

Many holidays are rooted in local culture and religions. Depending on the cultural diversity of your audience, you may want to avoid too direct references to a religion. In a country like France, for example, religious neutrality is very important and organizations avoid to wish merry Christmas to their audience, preferring more neutral phrases like “season’s greetings”, “happy holidays” or “happy new year”. If you stick to a message like “merry Christmas”, we recommend avoiding too explicitly religious text and images. For example, use images of a Christmas tree rather than nativity.

3. Deliver your brand message

Anyone can post a nice picture of Santa. But will that be remembered by your audience? Probably not. Use the opportunity to convey a message related to your own business offering and brand values, so your audience remember you and what you do for them. Here are examples of short video clips that we have created for ourselves, in which we include a decent reminder of our four areas of consulting: Strategy, M&A, Recruiting and Marketing.

4. Stick to your brand identity

You want to be identified and remembered among all these holiday greetings, so keep your visuals in the same style as your website, your advertising campaigns, your trade show booth, etc. But try to add a touch of fun and fantasy for the extra surprise and smile. For example, in our last holiday greetings video clip, we turned the circled V of our logo into to a decoration ball.

Below is an example of a short video clip we created for our customer Fujifilm. The clip reuses footage of a promotional video for their professional binoculars. We just changed the text, the music and added a cameo of Santa.

Another good example is this video clip by Allied Vision that reinterpreted the key visual of their main advertising campaign of that year. This kind of approach builds on the familiarity of your graphical style to your audience for immediate identification.

Are you motivated to surprise your audience with inspiring holiday greetings? Contact us today to brainstorm the best idea and get it done in time!

Contact us today!
Posted on

SEO: What are the best-ranking frame grabber brands?

At Vision Markets, we monitor the search engine performance of machine vision keywords as an indicator of the strength of vendors’ brand. “Frame grabber” is an interesting case. Taken alone, this keywords generates mainly results that have nothing to do with machine vison or an interface board. Instead, vendors of software products for video editing or appear in the top search results. Using the more specific keyword “machine vision frame grabber”, the results are more relevant to the industry. However, many of the top-ranking pages are not from vendors of frame grabbers but rather general knowledge pages from industry associations like A3 or publications like Vision Systems Design.

In order to evaluate the power of frame grabber vendor brands, it is necessary to narrow the search even down with a long-tail keyword such as “CoaXPress frame grabber” or “Camera Link frame grabber” that specifically characterizes a product.

The chart above shows the top ten Search Engine Ranking Positions (SERP) as measured for a generic search for “CoaXPress frame grabber” using Google.com in the United States. Each individual Google user may see slightly different results depending on their location, language settings and search or browsing history. However, this generic simulation gives a good indication of which brands have the strongest audience for this keyword.

Expected results

The chart shows little surprises, with all major frame grabber manufacturers ranking in the top 10: Euresys, Bitflow, Kaya Instruments, Active Silicon, Zebra or Teledyne Dalsa. However, some major players like Basler are not in the top 10. We also see little fluctuation in the rankings over the three months of Q3/2023 with Euresys, Bitflow, Kaya Instruments, and Active Silicon building a steady top-4. Notably, some distributors and resellers also make it into the top 10 (Graftek, RMA Electronics, Pyramid Imaging, machinevisionstore.com), but they all rank below the actual frame grabber manufacturers.

Our SERP reports for “machine vision camera” or “machine vision lens” showed more unexpected results and fluctuation. However, “CoaXPress frame grabber” is a more specific keyword, which explains why it leaves less room for surprises. This can be an inspiration for marketeers in the machine vision field. Depending on your offering, targeting specific, long-tail keywords can be a winning strategy. For example, if you are specialized in frame grabbers with a specific interface like CoaXPress, focus on that keyword to be sure to rank high on this search rather than trying to attract anyone searching for frame grabbers, even with those interfaces you don’t offer.

Want to improve your SERP? Ask our experts!

Are you curious about your SERP for other keywords like “Camera Link frame grabber” or “Gigabit Ethernet frame grabber”? Do you want to track an even more specific keyword for yourself and your competitors? Ask our marketing experts! We can share more market insights with you, setup tailored reports for your needs and help you build the right marketing strategy to improve your ranking.

If you want to keep updated on how these SERP results evolve in the future, subscribe to our VisionLytics newsletter and get the next SERP reports delivered directly to your mailbox!

Get SERP updates per e-mail
Posted on

SEO: What are the top-ranking machine vision software brands?

Top ranking machine vision software brands in Google

The Search Engine Ranking Position (SERP) is a good indicator of the strength of a brand on a specific market segment. This is why at Vision Markets, we monitor the performance of our clients and their competitors on Google Search for their target keywords.

The chart below shows the top 10 domains for machine vision software as they appear on a standard Google.com search performed in the United States in Q3/2023.

These results may differ from your own experience because of Google’s localization and personalization based on your individual user profile. These are generic results ignoring any user personalization. However, they are a relevant indicator for those brands with the highest reputation in the machine vision software segment.

Lower volatility than in other segments

The expected big names in the industrial field are present, such as Cognex, MVTec, Zebra/Adaptive Vision, NI, Stemmer Imaging, etc. Interestingly, we don’t see as much fluctuation from one month to the other compared to other segments like machine vision cameras or lenses. The top 10 players have a relatively stable performance. Mech-Mind, Stemmer-Imaging and NI are exceptions at the bottom of the ranking, although Stemmer-Imaging was not far off being in the top 10 before entering in August. NI, on the other hand, ranks unexpectedly low, especially considering that the test setup simulates a US-user.

One spectacular result is the performance of Viso.ai, a relatively young company that is leading the charts on the “machine vision software” keyword, ahead of well established brands.

Not only machine vision software vendors are ranked in this top 10. GeT Cameras, a Netherlands-based distributor of Daheng Imaging cameras, performs very well on the software keyword although they were not in the Top 10 on the machine vision camera keyword. Teledyne Dalsa, another camera vendor, also ranks steadily in the middle field of the SERP results.

Want to improve your SERP? Ask our experts!

Is your organization not featured in this list? Are you curious to know your ranking and that of your competitors for this or other keywords, maybe in other regions and languages? Contact us today! Not only do we continuously monitor top keywords of the vision industry, we can also create custom reports for more specific keywords tailored to your needs. This can be the foundation for an evaluation of your website and a strategy to improve your ranking through on-side and off-site activities.

If you want to keep updated how these SERP results evolve in the future, subscribe to our VisionLytics newsletter and get the next SERP reports delivered directly to your mailbox!

Get SERP updates per e-mail