Consumer Tech Trends - Engage 2018

COSUMER TRENDS IMPACTING
DIGITAL MARKETING
Benu Aggarwal, Milestone President & Founder

Confidentialwww.milestoneinternet.com | 1-408-200-2211
Onthego
Demanding
Curious
Inahurry
THE MODERN CONSUMER

MICRO-MOMENTS ARE DRIVING SEARCH
Searchesfor“thingstodotonight”areat110%.
55%growthinmobilesearchesfor"menus”
10xincreasein“opennearmetonight”
Best restaurants in Miami
San Francisco restaurants with a view
Applebee’s menu
4 star hotels with a jacuzzi
Train to Machu Picchu review
Best hotels with waterslides
SPARK EXCITEMENT
Restaurants with Vegan options
Kid friendly menus in NYC
Atlanta airport wait times
When is it hurricane season in the Caribbean
BUILD CONFIDENCE
Great food deals in San Francisco
Restaurants with dinner for 2 specials
When does a hotel charge your credit card?
Hotels near SFO with airport shuttles
MAKE THE MOST OF YOUR $$

Confidential
WHAT’S
YOUR
PART?
UNDERSTAND
INTENT SIGNALS
ANSWER
CONSUMER
QUESTIONS
CONTINUE TO ALIGN OUR
MESSAGE WITH
CUSTOMER NEEDS

ENTITY
OPTIMIZATION

WHAT ARE ENTITIES AND WHY ARE THEY CRITICAL?
ENTITIES
SCHEMA
WEB&APPS
GOOGLEDATA
ABOUTENTITIES
KNOWLEDGE
GRAPH

HOW GOOGLE USES THE WEB & APPS FOR DATA

THE “CLICK” NEVER WENT TO WEBSITE
Answers…not websites
Solve problems
Market to influencers
Market to bloggers
YOUR PATH TO PROVIDING
ANSWERS:

MANY QUERIES HAVE NO CLICKS AT ALL
According to our clickstream data, < 25% of
searchers will click from a result like this

NO CLICKS ARE INCREASING
65.56%
2.50%
34.44%
58.43%
1.83%
41.57%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
Organic
Paid
No Clicks
FEBRUARY 2016
Mobile Desktop
65.72%
3.82%
34.28%
38.97%
3.12%
61.03%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
Organic
Paid
No Clicks
FEBRUARY 2018
Mobile Desktop
No click growth from 41% to 61% in 2 years on mobile

GOOGLE IS OUR NEW HOME PAGE

BUILD STRONG ENTITIES LIKE
GMB, KNOWLEDGE GRAPH,
FAQS, INSTANT ANSWERS,
REVIEWS, NEWS, VIDEO'S,
SOCIAL PROFILES ETC

EVOLUTION OF
CONTENT

CONVERSATIONAL CONTENT ACROSS EACH STAGE
Dream Plan Book Experience

CREATE CONTENT FOR EVERY
STAGE OF THE JOURNEY
Transactional IntentNavigational IntentInformational Intent
Goal: Provide expertise & a
positive shopping
experience
Goal: Convince user to
make a purchase
Goal: Attract wider users that
are unfamiliar with your
brand
what, why, and how? “About business” “Buy, book, convert”
Informational Intent
80%
Navigational Intent 10%
Transactional Intent 10%
+ Local Intent
Guides
How-tos
Tools
FAQ
Store locations
Services
Press releases
Customer service info
Videos
Product information
Comparisons
Product stories
I WANT TO KNOW I WANT TO GO I WANT TO DO / BUY

SEARCHER INTENT IS DIFFERENT
ON MOBILE VS DESKTOP
“NEAR ME “
QUERIES
“WHERE”
QUERIES
“NEAR
BUSINESS
NAME”
“THIS
WEEKEND”
QUERIES
“Hotels near me”
POSITION
6.7
POSITION
1.5

SEARCH HAS CHANGED
TEXT
DRIVEN
2008 2018
VOICE
DRIVEN
KEYWORDS CONVERSATIONS
No duplicate
content
No spammy content
or links
Prioritize great
content

TURN YOUR SITE INTO THE RESOURCE. GAIN TRUST. IMPROVE CONVERSION – DIGITAL ASSESTS ALIGN WITH VOICE SEARCH
TRAVEL’S
INSIGHTS
STAFF
TIPS
MOBILE
EXPERIENCE
CONTENT – CONVERSATIONAL, INFORMATIONAL
HOME
THINGS TO DO

ADD RELEVANT ANSWERS FOR INFORMATION
QUERIES AND ADD SCHEMA'S
TRAVEL INSIGHTS (FAQ) ON HOME STAFF TIPS ON THINGS TO DO
47 sessions started directly from FAQ pages
11,000 Impressions just from FAQs
27 Clicks

EVENTS: PUSH PROPERTY AND NEARBY EVENTS
INTO GOOGLE & FACEBOOK DATABASE

OPTIMIZE IMAGES, MENU'S, VIDEOS, BLOGS,
REVIEWS FOR ENTITY SEARCH
VIDEOS
PHOTO GALLERY
REVIEWS
MENUS

GOOGLE IS BECOMING SUGGESTION ENGINE
ENTITIES ARE EVERYWHERE CONSUMERS SEARCH

CONSIDER CREATING
AND OPTIMIZING ALL
ASSETS
Video
FAQs
Featured snippet
Maps box
Knowledge panel
Top stories
Images
Apps
Actions and Skills
Events
Books
Reviews
AMP
PWA
Tweets
Sitelinks
In-depth articles
Press Releases

8 BROAD AREA FOR GOOGLE RANKING ALGORITHM
QUERY
QUALITY
LINKS
KEYWORDS
PERSONALIZATION
TECHNICAL
CRAWL
USER
EXPERIENCE
CONTENT
QUALITYOF
DOMAIN

VOICE SEARCH –
WHEN, WHY
AND HOW

WHEN DO PEOPLE USE VOICE SEARCH?
Driving
Doing another activity
Watching TV
Working
Cooking
Exercising or walking
Showering or using the bathroom
With family or friends
In bed
52.8%
21.3%
7.5%
7.4.8%
5.5%
2.6%
2.3%
0.4%
0.2%

HOW DOES IT WORK? VOICE SEARCH
“What is the best hotel to stay at in Chicago…”
“Where do I buy a chain saw?”
“Where is my nearest ATM?”
“When does the New York Moma Close?”
Google Assistant Apple Siri Amazon Echo
Voice search implies
“single right answer”

GOOGLE CAN’T LIST
WEBSITES IN VOICE
SEARCH RESULTS!

PRECISE AND RICH ANSWERS LEAD TO V POSITIONING
Empire State Building
height – Keyword
Search
“How high is the
Empire State Building
– Natural Language”
Focus on long-tail
keywords and natural
language that matches
conversational tone
Content should
include long-tail
queries: Why, What,
How, When
Featured Snippet get
read aloud during
voice results
Topical content with
FAQ works well

GOOGLE ASSISTANT

GOOGLE ASSISTANT GIVES PERFECT ANSWERS

GREAT OPPORTUNITY TO OPTIMIZE VA

Q&A + AI = CHAT BOTS = GOOGLE ACTIONS
Chatbot /
Google Action

LEVERAGING AI & VOICE SEARCH
Chatbot
Liveagent
Interconnectedlearning
system
Publishtosite
FAQs
PushFAQsto
chatbot
FAQ
Manager

CHAT BOT AND CENTRALIZED DASHBOARD

ADVERTISING
MUST HAVES

ADVERTISING
MUST HAVE’S
KNOWYOURCUSTOMER
Why, Where, Who, What
CUSTOMERSvs.PROSPECTS
Market to customers differently
from non-customers
HELPYOURCUSTOMER
Make them feel great about
their purchase
MULTI-TOUCHEXPERIENCE
Uniform experience across devices,
touch points channels…
Advertising is most
effective when people
are first
Sridhar Ramaswamy

CUSTOMERS SHOULD FEEL GREAT ABOUT PURCHASE
PRICE INSIGHTS HOTEL ADS STORY TELLING SEARCH ADS

MEASURE - USER EXPERIENCE - ACROSS DEVICE,
ONLINE, OFFLINE
Conversations
No Clicks
Zero positioning
LAST CLICK ATTRIBUTION MULTI-TOUCH ATTRIBUTION
Entity optimization
Full attribution
Online to offline attribution

HOW DO WE
KEEP YOU
AHEAD

ALIGNING ALL TEAMS - CUSTOMER CENTRIC
APPROACH
Customer
Success
Centers of
Excellence Products Milebrain
(R&D)
MARKETING
Analytics / BI
SEO
Local / Social
Digital Media
Content
Creative
Content
Design
Programming
ONBOARDING
IT & TRAINING
CMS
Local
Social
Insight
Analytics
Reviews
Omnihub
Enterprise
SEO
Website
Software
Bots
ADA, AMP
PWA
Enterprise
SEO
Omnichannel CSM

OMNICHANNELSTRATEGIC CALENDAR
Strategy Calendar Tactical Calendar Reports & KPIs
Business
Drive
direct
business
Newcustomer
acquisition
Drive direct
business
Boostcustomer
loyalty
Your
Goals
Market opportunities
SEO/On-page opportunities
Omnichannel
Website enhancements
Onsiteoffers
Email marketing
TripAdvisor competitor audit
Social media audit
PWA
Website crawlability
Schema
Content& keyword perf.
Citations & links
On-page optimizations
Speed
Site visits
Bounce rate
Group leads
Branded keyword perf.
Non-brandedkeyword perf.
Etc.

SMX AWARD AND WHY

ALIGN, ENGAGE TEAM
Entire organization should be part
of entity building and optimization
Create customer-centric omnichannel
strategies
Voice search offers huge untapped
opportunity. Content should be
optimized for conversational search and
should provide right answers
Platform should integrate to avoid
duplicate work
Measure User-experience and full
attribution

Consumer Tech Trends - Engage 2018

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Consumer Tech Trends - Engage 2018

Similar to Consumer Tech Trends - Engage 2018 (20)

More from Benu Aggarwal

More from Benu Aggarwal (13)

Recently uploaded

Recently uploaded (20)

Consumer Tech Trends - Engage 2018