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The New Era of Search
Christi Olson
Search Evangelist
@ChristiJOlson @BingAds
Christi OlsonSearch Evangelist, Bing | Microsoft
Professional Background
@ChristiJOlson
Introducing Roy:
May 8th, 2016
Boy Meets Girl
Happily Ever After
Our Fur Kids: Bella the
Wunderpug & Elsa the
Not-So-Mini Schnauzer
The world and technology are once again transforming.”
Satya Nadella | CEO Microsoft
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
“
4
Technology
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
The WorldPeople
Industrial age
Cities
Factories & Industry
Technology
enabled automation
Agricultural age
Rural
Self Employed
No Automation
Limited Technology
Creative & digital age
Anywhere > Nomadic
Self Employed > SMB > Corps
Technology driven and poweredAI & BOTs part of the process
Creative & digital age
Anywhere
Self Employed > SMB > Corps
Technology driven and powered
Nomadic society
We now are at a new chasm we are crossing and one that you need to understand in order to connect with people, customers, and influencers duringthe shift from the information age to a new creative age…
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
While we enter this new era, we also have been changing our outlooks and habits due to technology…
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Platform Examples
Examples
Desktop OSDos, Windows, Mac OS
ProgramsExcel, PPT, Lotus
PC
BrowserMosaic, Explorer,
Netscape
Web SitesYahoo, Amazon
Web
Mobile OSiOS, Android, WP
AppsAngry Birds, Instagram
Smartphone
Messaging AppsWhatsapp, WeChat, Skype
Bots / AgentsWeather, Travel
Messaging
Transformation of technology
Moore’s law
“The number of transistors
incorporated in a chip will
double every 24 months.” Gordon Moore | Intel, 1965
AI becomes more real
as processors become
more powerful
There is more processing
power in an iPhone than
all of NASA had in the
Moon Landings.
If the average cars speed could increase
at a trajectory consistent with Moore’s
Law, since 1965, today it would almost
be able to travel at the speed of light.
In 2012, the process lead
to a 22nm chip, 4,000th
the width of a human hair.
Digital is driving disruption
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
16Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
… new technology, tools, and business models
Search is the glue…
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
3 Years ago…
3 Months Ago….
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
3 Months Ago….
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Today…
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Digital transformation is process your business is going through to surviveand thrive in the digital age
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Search is in a unique position to enable you to engage with customers in the digital era
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Evolution of SearchCortana. Siri. Alexa.Paid search is moving out of the search box and into the
fabric our lives. Bing is ready to power new personalized
searches across the devices of tomorrow.
2000Query SearchMatch Types
Text Ads
2010Demographic Search
2012Mobile Search
2016Personal Digital
Assistants
Voice Search
TOMORROWPersonalized Search
BEYONDArtificial Intelligence
2013Audiences
Remarketing
1990 1st Search Engine
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Be prepared to transform your
business based on the
technology and societal shift.
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
HOW?
Language in Search is Expanding
OLD SEARCH
Match typeDesktop
QueriesClicks
Product Driven
NEW SEARCH
Mobilized People-Driven
Actionable
Integrated
Localized
Predictive
Customized
Personalized
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Pervasive
Yesterday’s Search
- Centric
Campaigns are structured
around
Reach audiences through their
Product
products
keywords
People
people
activity
Tomorrow’s Search
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
I grew up in a physical world and I
speak English. The next generation
is growing up in a digital world, and
they speak social.”
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Understanding the consumer
First Time Mom
Organic & “Crunchy” Green
Wants vs Needs
Planner
Organized
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Home Goods Consumer Decision JourneyMultiple Touchpoints
Engage with New
Mom’s Group
about green crib
mattresses on
social media.
Search for “safest baby
crib mattresses”.
Click organic listing.
Search for
“ecofriendly baby
mattresses”. Click
paid listing.
Visit Serta
website.
Notice Serta
display ad on
Parents.com.
See TV ad for Babies-
R-Us Labor Day Sale
Search for “Serta Eco
Supreme Crib Mattress”.
Click paid listing.
Visit Serta
website. Find
local seller.
Purchase
mattress
at Jet.com
Over half of all purchase and product research begins on a search engine
ALL RESULTS 1–10 of 600,000,000 results
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Data and findings
72%of brand ad clicks had a non-brand or conquest term in the user journey preceding the brand click.
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Data and findings
30%More likely to do a branded search after being exposed to a brand ad on a generic search query or a competitors branded query
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Data and findings
15%Increase to conversion rate after users were exposed to a branded ad on a generic or competitive brands search query.
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Generic
conquest… Brand
Generic
conquestBrand
Branded ads appearing on non-brand
search queries improves
Brand affinity & recall
Propensity for future brand
related searches
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Create Holistic Audience Strategy
SEARCH
DISPLAYEMAILS
SEARCH
DISPLAYEMAILS
Non-linearMulti-channel
PersonalizedLong term
Holistic
MessagingValue
Digital strategy Purchase path
Future Campaigns
Search is the glue and the underlying technology that bridges the future of technology and the digital and creative era
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
PERVASIVEEverywhere on any device
PREDICTIVEAnticipating events & needs
PROACTIVEGiving answers before I ask
Anticipating the future of search
Pervasive Intelligence
Hi, I’m Cortana
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Future Voice Search
Calling Mom
Call Mom.
. . .
Personalized
Predictive
Actionable
“Your Mom’s birthday
is Sept 29th”
“Only 18 days until
Mother’s day on May 8th ”
“Flowers on Sale
10% off roses” Buy now
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Cortana & Windows 10
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Empowering every person
Audience
Bing US
1 in 3 US searches happen on Bing
Audience
Bing US
1/2of the people in the US use Bing
25%of searches on Bing are unique to Bing
Predictive Intelligence
NowCasting
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Predicting a cure for cancer?
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Proactive Intelligence
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Think Beyond the search box
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Are you ready for the future?
Create holistic marketing
strategies based on the
customer journey
Think about how you speak
to customers at each stage
of the journey
Adopt new technology
and tools to reach people
where they are
Think about how your
business can adapt to
thrive with societal changes
Empower every
person and every
organization on
the planet to
achieve more.
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Empowering every person
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Are you ready for the future?
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Empowering every person
We are…
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Thank you!