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Start with Videohttps://youtu.be/xkxvEz6qxnw?list=PLzD1AR9Yb5i6fmP7KWTLAVKyJEHFT0faK
Emerging Technologies in
Search
Amy LabrooSr. Director, Emerging
K
Search Insider Summit
June 12, 2015
ZWho is my audience?
x
How personal do I get?!
(
Every great change is preceded by chaos
b8
5
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a
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What happened to the funnel?
THE PURCHASE
FUNNELBEGIN
end
THE LANDSCAPE
OF SHOPPING
I
INTENT BASED
MARKETING
II
CONVENIENCE VOICE
V
MICRO-MOMENTS
VII
WHAT TO DO NEXT
VIII
PRESENTATION summary
III
INFORMATION
IV
VI
“If someone from the 1950s suddenly appeared today, what
would be the most difficult thing to explain to them about life today?”
I possess a device, in my pocket, that is capable of accessing the
entirety of information known to man.
I use it to look at pictures of cats and get into arguments with strangers...
…I also use it to shop
We’re always shopping
HotelWalk Ins
TraditionalE-
CommerceMultiChann
elOmniChann
el
Customers shop at brick and mortar store
Customers shop online on eCommerce websites
Customers use multiple channels to find & book on eCommerce sites
Customers engage anywhere via integrated, seamless experiences – multi device, multi channel
Consumers have a more complex customer journey now than they have ever had.
They have access to your brand, products, and services all the time.
Immediate Future
One to One Marketing – Customers want Instant gratification that is personalized to their needs - immediately
Traditional shopping involved limited options
HotelWalk Ins
Bulk of revenue came from
walk-ins
Walk Ins
Call Center
Call & Ship
Mail order/Fax Ship
eCommerce allows consumer to book through various mediums
HotelWalk Ins
Online shopping
Brand Websites
Direct
eRetailers
Search: Organic &
Paid
MultiChannel allows disparate single points of marketing to reach the customer
HotelWalk Ins
Various disconnected channels for
customers to use independently
Search: SEO, Local,
Paid, Display
Social Media
eMail & Affiliate
Mobile, Tablet,
DesktopWalk-ins
OmniChannel empowers the customer to buy what they want, from wherever they
want and at any time
Customers expect a seamless integrated experience through
any channel, any device, anywhere
Social
Desktop, Tablet, Mobile
eMail & Affiliate
Search: SEO,Local, Paid,
Display
Call Center
Walk Ins
Tribes,Personas & Personalization
Immediate Future: Instant Gratification, Hyper Local, Customized & Personalized
Experience
OmniChannel marries data science resulting in
a very immediate & customized experience
Beacon Technology
Search:SEO, Paid,
Local, Display,Image, Voice, Video
Wearables
Digital Assistants
Geofencing
One to One Marketing
AugmentedReality
Voice RecognitionSearch
Predictive personalization
Walk-Ins
What is the Picture supposed to be?
Connecting The Dots
The Purchase Funnel Customer Decision Journey
With so much information out there, how do we know what the
Customer Intends to do?
“Grand Central Station NY”[EXPLICIT]
Consumer is on an iPhone, standing on 53rd and 6th, and recently searched for a restaurant in
Hartford
[IMPLICIT]
Implicit Techniques Tell the Stories Consumers Won’t
Categories of Search Intent
NavigationalDrives the searcher to a pre-determined destination
Commercial InvestigationAids researching while implies a future transaction
TransactionalAids the searcher in making a purchase or completing a specific task
Answers a question or clarifies an uncertainty
Informational
Intent Based Marketing/Targeting
Demo Data
Location
Keywords
Timing
Real-time signals = personalized results
Got anything besides cats?Information
The Invisible (Deep) Web
What is it? How Big?
How does it effect my business?Why is it important?
…it’s all about meMarketing is more than targeted…
Siri, Google Now, Cortana, Oh My Voice
Digital Assistants & Voice Search
Artificial intelligence combines machine learning & voice recognition
Not necessary to open aBrowser or use a keyboard
Speed Based Interaction
Smart Advisors & Voice Optimization
What does this mean for us?
• Keywords Take Another Step Back
• Semantic Search Becomes More Important
• Search Needs Are More Immediate
• Content that answers questions– Advises, Informs & Assists
…But I can still see the cats, yes?Convenience
Mobile Payments & the Digital Wallet
MOBILE PAYMENTS:
• Google Wallet• Apply Passbook• Lemon Wallet• Swyp Card
Search on the go: Beacons, wearables, augmented reality
Beacons
Wearables
Biometrics
Glass
Augmented Reality /Bionic Eye
… will eventually be replaced by mind bending devices
Surprise and delight MicroMoments
Key Take Aways: Customer is the new Boss
END with Video
https://www.youtube.com/watch?v=b82Quinl7ac&list=PLzD1AR9Yb5i6fmP7KWTLAVKyJEHFT0faK&index=
2
THANK YOU
Amy LabrooSr. Director, Emerging
Technologies
K
Search Insider Summit
June 12, 2015
ZI want to know. I
want to go. I want to do. I want to buy
x
Know your consumer
(
Customer is the New Boss
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Those who look only to the past or present are certain to miss the future. ... - JFK
