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Dan Golden - The Future of Search Marketing

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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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Published in: Marketing
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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Dan Golden - The Future of Search Marketing

  1. 1. 1 Proprietary & Confidential / © 2018 Be Found Online, LLC. Search Marketing What’s Now. What’s Next. Voice Search. Vsual Search. Chatbots. AI. Oh My.
  2. 2. Anybody recognize this guy? John Moschitta Jr.
  3. 3. About Me 3
  4. 4. 4
  5. 5. 5
  6. 6. TRENDS The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  7. 7. Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere PLAYBOOK
  8. 8. SEARCH IS EVOLVING 8
  9. 9. ANATOMY OF A SEARCH RESULT: 2019 Organic Result Paid Ad Apps News Local Knowledge Graph Organic Result 9
  10. 10. ANATOMY OF A SEARCH RESULT: JUNE 2019
  11. 11. 11 Recipes ReviewsCourses Products Events RICH RESULTS
  12. 12. 12 QUICK ANSWERS 15
  13. 13. 13 CONTROVERTIAL ANSWERS
  14. 14. GOOGLE HOSTED TRANSACTIONS 14 Google Rebrands “Purchases on Google” to “Shopping Actions with Express”
  15. 15. 15 EVOLVING AD FORMATS Local Campaigns
  16. 16. 16 EVOLVING AD FORMATS Gallery Ads
  17. 17. 17 EVOLVING AD FORMATS Discover Campaigns
  18. 18. 18 Proprietary & Confidential / © 2018 Be Found Online, LLC. 18 The ”New Buzzwords”
  19. 19. 19 The AI Landscape Source: Hubspot
  20. 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
  21. 21. 21 MACHINE LEARNING
  22. 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. 23. The New Digital Ecosystem 23 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  24. 24. US Household Smart Speaker Ownership 24 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  25. 25. Smart Speaker Market Share 25 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  26. 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. 27. Smart Home Devices 27 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce Any Guess?
  28. 28. Smart Home Devices 28 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  29. 29. It’s not just speakers 29 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  30. 30. A new category of Screens 30 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  31. 31. 31 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce A new category of Screens
  32. 32. A new category of Screens 32 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  33. 33. A new category of Screens 33 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  34. 34. Smart Display PLATFORM 34 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  35. 35. Smart Display PLATFORM 35 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce https://developers.google.com/actions/assistant/responses #rich-responses Custom Themes Rich Responses
  36. 36. Don’t Forget About the Cars 36 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  37. 37. The Wearables 37 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce The Wearables – Don’t Count Em Out
  38. 38. It’s not just about Voice 38 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  39. 39. It’s not just about Voice 39 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  40. 40. It’s not just about voice 40 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  41. 41. It’s not just about voice 41 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  42. 42. It’s not just about voice 42 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  43. 43. It’s not just about voice 43 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  44. 44. It’s not just about voice 44 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  45. 45. Its not just about inputs 45 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  46. 46. WHERE DID WE START? 30 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  47. 47. THE NUMBER I NEVER BELIEVE 30 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  48. 48. 48 Voice Search Voice Actions WHAT’S IN A WORD? The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  49. 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. 50 CONNECTING VOICE TO ACTIONS The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  51. 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
  52. 52. Personal Assistant Quiz 52 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  53. 53. Q: Would you Buy This with Voice? 53Proprietary & Confidential / © 2018 Be Found Online, LLC. The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  54. 54. Q: How Bout This? 54Proprietary & Confidential / © 2018 Be Found Online, LLC. The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  55. 55. Voice Commerce Growing Fast 55Proprietary & Confidential / © 2018 Be Found Online, LLC. The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce https://voicebot.ai/2018/12/31/amazon-says-alexa-voice-shopping-tripled-during-2018-holiday-season/
  56. 56. Growth ≠ Market Share 56Proprietary & Confidential / © 2018 Be Found Online, LLC. The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  57. 57. 30 VOICE COMMERCE The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  58. 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. 59. 30 Source: NetElixir “Search without screens” report (2018) VOICE COMMERCE OUTLOOK The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  60. 60. OK – so when will we start hearing voice ads? 60
  61. 61. 61 Google tried – the internet said no
  62. 62. But what about internet radio? 62
  63. 63. Voice search in action.. Case Studies 63
  64. 64. 64 Book Some Rooms
  65. 65. Hands Free Appointments 65
  66. 66. Hands Free Coffee 66
  67. 67. Human Free Banking 67
  68. 68. Connected Pizza 68
  69. 69. Connected Pizza 69
  70. 70. Talk to Your Driver 70
  71. 71. Talk to Your Dryer 71
  72. 72. All Flowers. No Humans. 72
  73. 73. And for us marketing nerds… 73
  74. 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."
  75. 75. Voice Search Marketers’ Action Plan 75 Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere
  76. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 91. 93 Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere Connected Payments
  92. 92. WHAT’S NEXT? 92
  93. 93. Google As A Destination 93
  94. 94. Google As A Destination 94
  95. 95. SEARCH BEYOND WORDS 95
  96. 96. The End of the Duopoly
  97. 97. Chatbots Become Mainstream 97
  98. 98. Chatbots Become Mainstream 98
  99. 99. Voice Search Gets Monetized * 99 ✓ Promotion of Similar Products ✓ Monetized Skills ✓ Transaction Fees (via Assistant) ✓ Sponsored Content (Prime Music) ✓ Interactive Audio & Video Ads ✓ Data Collection & Audience Targeting * These are just my predictions!
  100. 100. 2020 is TOMORROW Today 20% 2020 50% 100 Estimated % of Search from Voice & Visual Inputs

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