Architect Vinu Krishnawswamy identifies technology hurdles that digital marketers are currently facing and offers creative solutions that not only resolve these challenges, but also embrace creative and strategically sound applications of technology.

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BY DESIGN
Subtitle Goes Here
From Obstacle to Opportunity
Using Tech to Inspire Solutions

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Vinu Krishnaswamy
@vinuchandar

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Marketing = Complex
Changing Issues

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Technology to the
Rescue

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Multiple Devices
gave us
Responsive Design

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Shorter Attention Spans
gave us
Fast Websites

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D
What Did 2017 Bring?

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What Did 2017 Bring?
Search Accessibility Security

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D
Google Shuts Down Site Search

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Google Site Search
! Discontinued in April 2017
! Complete shutdown in
March 2018

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Google Site Search
! Leading Relevancy
! Excellent Uptime
! Slow crawl, slow updates
! Can’t control results ordering

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The Good News

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Search Replacements: Something for Everyone
USERS
! Relevant results
! Ease of use
MARKETER
! Fast updates
! Content promotion
! Drive user engagement

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What’s Next?
Moving to a More Conversational Interface

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Chatbots

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Messaging and Its Popularity

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What Are Chatbots?
! Simple AI systems that you interact with via text
! Uses NLP, AI, Search and Cloud
! Not just for Customer Service

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"#$%&'%

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Why Should You Care?
Familiar experience for users
Inherent idea of a session
Drive traffic to relevant content

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How to Start: Chatbots
! Define Goals
! Create good use cases
! Start small
! “Give me latest insights on
tax reform.”
! “Subscribe to tax
newsletter.”
! Maybe an internal tool first

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The Rise of Accessibility

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Why Accessibility?
1 in 10
In US Census 2010
reported severe disability
8.1million
have difficulty seeing
7.6 million
have difficulty hearing
15.1have a cognitive impairment
million

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Why Accessibility?

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What Goes into Accessibility?
Perceivable Operable Understandable Robust

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Design

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Design
! Beautiful and Accessible are not mutually exclusive.
! Ideal to start with it
! Design for Accessibility
! Contrast
! Large Click/Touch Zones

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Keyboard Accessible

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Keyboard
! Screen-Reader & Keyboard Friendly
! Option to skip menus
! Navigate menus
! Tab through page using keyboard

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Content

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What Goes into Accessibility?
! Content
! Easily understandable
! Alt tags for images
! Transcripts for videos
! Avoid
! “Click Here” links
! HTML tables

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Why Should You Care?
No longer a minority audience
Easier to use website for everyone
Improved SEO
More intuitive and engaging interactions

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What’s Next?
Why Don’t You Just Ask?

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Can Voice-Assistants Help
with Accessibility?

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Voice Assistants & Accessibility

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Voice Assistants

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Why Should You Care?
New avenue to reach your clients
Make your brand a part of your clients’ daily routines

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How to Start: Voice Assistants
! Focus on Targeted “Tasks”
! Deliver Latest News/Insights
! Eg: In Amazon Echo, integrate with “Flash Briefing” – only needs an RSS feed
! Read an article summary
! Find contact information
! Find office addresses

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Privacy and Security

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Good Old 2016

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2017’s Biggest Breaches

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A Little Closer to Home

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Why Should You Care?
Data breaches cause bad publicity
Negative impact on clients perception of organization
Downtime and inability to access critical information

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Protect Your Brand

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Protect Your Time

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How to Start: Security
! Create a process to manage your CMS/Marketing passwords
! Delete “users” when they leave your organization
! Consider protection against DDoS attacks
! Conduct an audit/drill so you have a plan

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Homework

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Homework
! Make sure you conduct an audit of your security & create a
communications plan
! Accessibility is a must-have. Put your site through a screen reader
! Determine if you can use “conversational” technologies to engage

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!"#$%&'()

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BY DESIGN
Subtitle Goes Here
From Obstacle to Opportunity
Using Tech to Inspire Solutions