Technology creates a paradigm shift as it continually changes the way consumers use search and create new paths to purchase. It has forced brands to rethink how to seize each moment in physical stores and online with help from technology, data and search. How should marketers prepare for the future of search? Join Karthik Viswanathan, director of search marketing at Macys.com, as he explores ways to capture and engage with consumers across different devices and diverse apertures.

1. Seizing Micro-moments
Online and In-store
May 5th, 2016

2. Karthik Vish
Twitter: @karthik_vish
Linked In: https://www.linkedin.com/in/karthikvish

3. THE PARADIGM SHIFT

4. The universal math for growth
A Product/Service A Consumer

5. Evolution of the consumer

6. Evolution of the touchpoints

7. Evolution of Search Engines

8. Evolution in competition

9. Evolution of products
No longer enough to meet expectations
Value vs Perceived Value

10. Signals amidst the noise

11. Playing CSI

12. The math 2.0 for growth
An appealing Product/Service
Consumer
Understanding Micro-moments
Experience
Brand Ambassador

13. UNDERSTANDING
MICRO-MOMENTS

14. Search as a Philosophy

15. Data
 Site interactions
 Store visits
 Video
 Abandonment
 Wearables, social,
search history
 Beacons

16. Audiences
 Teens (12-19): Connected but stressed out due to over-committed lifestyle
 Young Adults (20-29): Living differently, delaying settling down
 Adulthood (34 – 49): Focused on living well, aging gracefully
 Seniors (50+): Living longer, retire and come back, supporting younger people.

17. Audiences
Target the right people at that the key moments of their customer journey

18. Keywords vs People/Intent

19. The world of Omni
….Customers are living more Online
connected lives; but what they do
offline is just as important in defining
their interest.

20. Mobile

21. Technology
 Machine Learning and AI
 Harnessing Big Data for Insights
 Improve ads and landing pages

22. The world outside the SERP
Siri, Cortana, Google Now
Echo
Wearables

23. PLAs/Shopping
To stand out in the crowd
 Optimize PLA feeds
 Understand Algo changes
 1/3 clicks

24. Experimentation

25. Attribution
 Last Click the gold standard?
 Measuring “micro-moments”
 True performance vs Halos

26. Key takeaways
The customer journey is ever evolving.
View the customer journey as a series of interconnected touchpoints
Understand how to not only accumulate technology but also use it to
empower and monetize
Master attribution to the best of your ability to understand interactions
Cannot afford to not test into Beta(s)

28. Thank you…
Twitter: @karthik_vish
Linked In: https://www.linkedin.com/in/karthikvish
Email: karthikvish01@gmail.com