This session will cover some of the big themes and changes facing the world of search marketing. From the continued rise of voice search to the burgeoning technology around visual and video recognition, the world of search marketing as we know it is changing significantly. Add the complexity of new devices like smart screens, automotive platforms, smart watches, augmented reality cameras and glasses our notion of “search” is going to be changing drastically in the 2019 and beyond.
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20. Key AI – Marketing Applications
Recommendation
Engines
•Recommendation
engines, powered by
Machine Learning, are
hosted by everything
from Google search to
Facebook newsfeeds.
Recommendation
engine technology
involves users making
requests, and the
machine in turn using
the data to improve
user experience.
Visual Search
•eBay, Pinterest, and
ASOS are just a few
businesses that
leverage visual search.
This allows users to
take a picture of a
product, from which
the “machine” cross-
references with
inventory to deliver
relevant results.
Targeting
•Dynamic, creative
messaging solutions
are increasingly being
used to tailor
messaging to the
psychological profiles
of customers—not just
their past behavior.
Chatbots & Voice
Technology
•Illustrated by the rise
in AI assistants,
chatbots have been
growing rapidly.
Technologies like Siri
and Alexa are
continuing to innovate,
and more companies
are experimenting with
voice technology today.
20
22. Key Machine Learning – Marketing Applications
Regression
•Predicting
the
relationship
between 2
or more
variables.
Classification
•A system
that
categorizes
and
recognizes
and
categorizes
data.
Targeting
•Grouping
data into
categories
based on
similar
traits.
Sequencing
•Predicting
what’s next
based on
hisotorical
data.
22
23. The New Digital Ecosystem
23
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
24. US Household Smart Speaker Ownership
24
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
25. Smart Speaker Market Share
25
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
26. Platforms vs Devices
26
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
https://voicebot.ai/2018/11/13/new-report-over-1-billion-devices-provide-voice-assistant-access-today-and-
highest-usage-is-on-smartphones/
27. Smart Home Devices
27
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
Any Guess?
49. Voice Response Ranking Correlations
36
https://backlinko.com/voice-search-seo-study
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
50. 50
CONNECTING VOICE TO ACTIONS
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
51. 51
GOOGLE DUPLEX IN ACTION
https://www.engadget.com/2018/05/08/pretty-sure-googles-new-talking-ai-just-beat-the-turing-test
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
58. HERE’S WHERE IT STARTS
58
Google Rebrands “Purchases on Google” to “Shopping Actions with Express”
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
59. 30
Source: NetElixir “Search without screens” report (2018)
VOICE COMMERCE OUTLOOK
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
60. OK – so when will we start
hearing voice ads?
60
74. And for us marketing nerds…
74
Category Try asking...
You can ask basic questions. “How many users did we get yesterday?”
“Where is my traffic coming from?”
“How many new users did we get last week on
mobile?”
You can check performance. “Which channel converted the best for [Goal X]?”
“Which landing pages with over 500 sessions have
the worst bounce rates?”
You can chart trends. “Trend of new users this month?”
“Graph of sessions from Chicago vs Seattle in
December?”
“Percent of Direct traffic over time?”
You can compare data for different values or time
ranges
“Conversion rate for referrals vs organic search?”
“Average time on page for mobile vs desktop?”
“How many [EventAction] did we have in February vs
January?”
You can ask about shares or percentages to
understand significance.
“Share of sessions by browser?”
“What percent of sessions in the U.S. are from
social?”
“What share of sessions are from women?”
You can ask complex questions combining multiple
phrases.
"How did share of new users compare in January for
Firefox vs Chrome?"
"Trend of new users this year vs last year."
76. Here are some questions to start before designing a skill:
✓ What are the most used actions/features?
✓ What can we automate?
✓ What do loyal customers ask for?
✓ How can you promote repeat purchase behavior?
✓ What does my call center or front office waste their time on?
START WITH THE RIGHT QUESTIONS
76 75
77. Google Assistant Skill Library
775
Link to Assistant Skill Library
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
78. Amazon Alexa Skills
775
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
Check out the Alexa Skills here
79. SiriKit - Shortcuts
75
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
SiriKit Shortcuts here
80. Research Step 1 – Start with the Questions
✓ AnswerThePublic.com
✓ BuzzSumo.com – Question Tool
✓Quara
✓Reddit
✓Yahoo Answers
✓ Google Keyword Tool
80
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
81. Research Step 1 – Start with the Questions
81
Source: AnswerThePublic.com
Questions
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
82. 82
Research Step 1 – Start with the Questions
Source: AnswerThePublic.com
Prepositions
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
83. 83
Research Step 1 – Start with the Questions
Source: BuzzSumo Question Analyzer
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
84. 84
Listen to your Call Center
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
85. 85
Local Search
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
86. 86
Voice Content & Q&A Strategy
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
87. 87
Optimize All Digital Assets
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
88. 88
Schema - Because Google Said So…
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
89. 89
Give it a Test
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
https://search.google.com/structured-data/testing-tool/u/0/
90. 93
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
Connected Functionality
• Flixster: “Show me Inception on Flixster”
• Instacart: “Show Instacart availability”
• Lincoln: “Start my Lincoln MKZ”
• NPR One: “Listen to NPR”
• NextPlus: “Send a message with NextPlus”
• Realtor.com: “Show rentals near me on Realtor”
• Shazam: “Shazam this song”
• Telegram: “Send a Telegram message to Mom”
• Threema: “Send a Threema message to Kate”
• TripAdvisor: “Show attractions near me on TripAdvisor”
• Trulia: “Show homes for sale in Boston on Trulia”
• TuneIn Radio: “Open TuneIn in car mode”
• Walmart: “Scan my receipt on Walmart”
• WhatsApp: “Send a WhatsApp to Joe”
• Wink: “Activate home mode on Wink”
• Viber: “Send a message with Viber”
• Zillow: “Show me open houses nearby on Zillow”
91. 93
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
Connected Payments