Content in conversation - Content Marketing Association - CMA Digital Breakfast - 10th October 2017
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The document discusses trends in consumer search behavior, with voice searches increasing and consumers expecting more personalized and relevant search results. It also covers how companies can build out site search, knowledge databases, chatbots and voice skills to better meet consumer demands and drive conversions. Building natural language capabilities and optimizing content for voice and non-navigation searches are also addressed.
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Content in conversation - Content Marketing Association - CMA Digital Breakfast - 10th October 2017
- 1. Content in conversation 1 0 O C T O B E R 1 7
- 2. B3 “Today’s hyper-empowered, tech-augmented consumers are increasingly in control of the branded messages they receive and how they shop for brands.” https://www.thinkwithgoogle.com/consumer-insights/unilever-consumer-marketing-segmentation/
- 3. B3 “50% of all searches will be voice searches by 2020”
- 6. “People don’t think of Amazon as search, but if you are looking for something to buy, more often than not you are looking for it on Amazon.” Eric Schmidt
- 8. Half-right
- 9. …really we’re all just @rachel_weber10
- 10. 60 million people Googled for cars on AutoTrader in July 2016 AutoTrader
- 11. 50 million people Google for flights on Skyscanner every month partners.skyscanner.net/travel-insight
- 12. What about people who Google for flights on Google?
- 18. An early attempt – The ultimate guide to cruising
- 19. *The* search engine for cruise information in 2013 web.archive.org/web/*/cruise.co.uk
- 20. Making information more accessible…2013 style virginholidayscruises.co.uk/cruise-guide
- 21. We built it for SEO
- 22. …but search for “drinks packages”…
- 23. Wouldn’t the results below the fold have been better?
- 24. “Alexa, ask Virgin Holidays what drinks packages are available on Celebrity Equinox”
- 25. B3 2.41% 5.45% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% Non-site search users Site search users Average conversion rate Non site search users vs. site search users https://www.branded3.com/blog/site-search-generates-3-times-as-many-conversions/
- 26. B3 Turn on site search analytics Click
- 27. B3 Turn on site search analytics Click
- 28. B3 Turn on site search analytics Make sure this is checked
- 30. B3 Build a knowledge database Use: 1. Analytics 2. Conversations with your call centre(s) 3. User surveys 4. Keyword research To: Create a database of questions customers want answers to Create an inventory of answers If you want to be lazy… …use keyword research for wording and rank-check to find relevant pages.
- 31. B3 “Two key characteristics of today’s consumer: immediacy and relevance.” I N T H E F U T U R E , B U I L D B R A N D S I N S E G M E N T S O F O N E .
- 32. B3 Build a chatbot / Alexa Skill
- 34. B3 The Bot platform ecosystem AND THE EMERGING GIANTS
- 36. B3
- 37. B3 https://techcrunch.com/2017/07/03/amazons-alexa-passes-15000-skills-up-from-10000-in-february/
- 38. B3 Natural language CX SEARCH Customers typically show one of three intents • Research your products and services • Lookup a specific file or document • Navigate sitemap e.g. login RESPONDER AI Customers have a direct question and expect a good answer • Simple example is an FAQ • Most chatbots and Alexa skills are at this level today CONSULTATIVE AI Customers require specific advice or want to achieve a goal • Requires a complex conversational interaction • AI can automate this but typically hard-coded today
- 39. B3 Example interactions SEARCH > fund fact sheet > fixed rate mortgage > login page RESPONDER AI What is APR? CONSULTATIVE AI Am I eligible for your fixed rate mortgage?
- 40. B3 Voice search is no different to search using text
- 41. B3 Can your content be found without navigation?
- 42. B3
Editor's Notes
- Unilevers Keith Weed
- https://www.branded3.com/blog/voice-search/
- 2017 saw the launch of Home in the UK – Google’s voice-activated speaker, powered by the Google Assistant, and also the integration of Google Assistant into our TVs. Last week, Google launched the Home Mini and the Home Max.
- Hannibal
- https://unsplash.com/photos/R9VZn71Z3CY
- https://unsplash.com/photos/LaDAwnGqOGo
- https://unsplash.com/search/cruise?photo=3rF6lSO-Vwc
- Set up site search in GA
- Keith Weed
- Custom skills and flash skills
- Amazon is currently the leader in voice-powered devices, where it’s expected to control 70 percent of the market this year
- Immediacy and relevance
- https://www.flickr.com/photos/dustinholmes/32358171506/
- https://www.flickr.com/photos/dustinholmes/32358171506/
- In order to put Google’s Project Tango 3D motion and depth sensing technology to use, we created our very own autonomous robot at Solstice. The vision is to use this robot to greet guests, give them a tour of the office, and maybe someday deliver a beer from Vender to the desk of the person who ordered it. Kind of like our very own robotic butler. With that we bring you, the Tango Butler, or “Tutler”. Meet Tutler.