Presenter: Duane Forrester of Yext Description: There is a change happening right now, and it's affecting you. Whether you are winning or losing comes down to how you relate to the next two generations of consumers. We'll look at the search engine changes being driven by consumers, the growth of mobile and voice search, and how your strategy needs to change in order to successfully adapt and win.

1. The Rise of Intelligent
Search and Tomorrow's
Consumers
Duane Forrester
VP OF INDUSTRY INSIGHTS, YEXT

2. 2

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4. Who Am I?
Duane
ForresterVP OF INDUSTRY INSIGHTS, YEXT
@duaneforrester
#SEJSummit@duaneforrester

5. Who Am I?
#SEJSummit@duaneforrester

6. The FUTURE of CSR:
Economic/legal/ethical &
philanthropic responsibilities.
Creation of public value,
establishing long-lasting
relationships with charitable
organizations.
Philanthropic
Responsibilities
(Be a good corporate
citizen)
Contribute resources
to the community;
improve the quality of
life
Ethical Responsibilities
(Be ethical)
Obligation to do what is right, just
and fair; avoid harm
Legal Responsibilities
(Obey the law)
Law is society’s codification of right & wrong;
play by the rules
Economic Responsibilities
(Be profitable)
The foundation for all businesses/commerce
! Millennials are
changing the face of
CSR:
! 70% identify as
“social activists”
! 75% believe
corporations should
create economic
value for society by
addressing needs
! “CSR is millennials’
new religion.”
The PAST of CSR:
Economic/legal/ethical
responsibilities. Avoiding harm
and donating to charitable
organizations.
1
1 – Quote by Andrew Swinand, co-founder of
Chicago-based Frequency540 (startup
accelerator)
CSR Pyramid source: Carroll/The
Pyramid of CSR, Swinand/Crain’s
Chicago Business
Slide originally created and shared by Roland Berger corp.
Pyramid of CSR (Corporate Social Responsibility)
#SEJSummit@duaneforrester

7. • GenZ is 25% of the US population– ~100M
• Inheriting control over 6+ trillion dollars in wealth
• Affected by the recession; savers not spenders
• Believe in corporate responsibility
• How they describe themselves:
• Loyal, compassionate, thoughtful, open-minded, responsible, determined
• Competitive, adventuresome, spontaneous, curious
• Want to be trusted by GenZ?
• Link your business with actions appealing to GenZ: corporate giving, community involvement, ethical practices, adherence to standards, etc.
Millennials & Beyond
#SEJSummit@duaneforrester

8. • Young shoppers are turning to grocery store
alternatives
• Biggest shift in the history of the industry
• Amazonfresh, UberEats, GrubHub,
WalMart, Target, 7/11, farmer’s markets –
it’s about fresher, faster, convenience
• This is driving down spending– Millennials
spend ~$1K/year less than 1990 cohorts
“The object is to eat well for as little
as possible”
Food Tells a Story
#SEJSummit@duaneforrester

9. Friendship
v. Fanship
Engagement
v. Push
Source: Youtube 2016
Influentials Shifting, Celebs Losing Ground
#SEJSummit@duaneforrester

10. • In 2016, ad agency
Moosylvania spoke
with >1500 Millennials.
Here are their top 12
brands.
Brands Millennials Love
#SEJSummit@duaneforrester

11. • Target owns the affordable/stylish
intersection. They offer gender-
neutral décor options and don’t label
toys for gender.
• Apple is the leader in design, creating
a useful ecosystem that delights
users.
• Google has a similar ecosystem
approach but layers on search
knowledge/data.
• Amazon is a leader in easy shopping/
fulfillment and often a price leader.
Why Millennials Love These Brands
Convenience Value
Connectedness Innovation
SocialAwareness Accessibility
#SEJSummit@duaneforrester

12. What else do you need
to be aware of?
Major Shake Ups in our Midst
#SEJSummit@duaneforrester

13. The Sharing Economy
• Zipcar, Mechakari, Rent The Runway,
Audi – the list goes on
• Consumers are moving from owning to
sharing.
• Cars, clothes, fashion, bikes, movies, etc.
• Leading fashion sharing app Mechakari
features long-term “try before buying”.
• “Sharing” means knowing where things
are, where you will be and matching the
two to smooth the path to consumer.
#SEJSummit@duaneforrester

14. • If this isn’t your #1 for investment, you’re losing
• 73% of kids 8 – 15 have a smartphone (63% have a
tablet)
• 80% download online content (despite parents
controlling money)
• 91% have a smartphone, not an “ancient” handset
• 30% have an iPod; 22% have an MP3 player (WTH is
that?!)
• 82%: parents pay the bills. 13%: kids pay
• Seeing investments across the board in Assistants
and AI
• Apps have taken over, consuming 50% of our time
on devices
Mobile
#SEJSummit@duaneforrester

15. • People are keeping phones
longer than ever
• 54% keep their phone until it
dies
• Carriers will look to
alternative revenue sources:
connected cars, tablets, and
IoT devices
• Today, more than 50% of all
web traffic is via mobile
#SEJSummit@duaneforrester
Mobile

16. • Data use by cars is expected
to skyrocket
• Google, Apple, AT&T, Ford,
Microsoft are early entrants
• Consumers will expect car
connectivity to be standard
• The telecom metric of ARPU
will evolve to ARPC: Average
Revenue Per Car
(Note: “connected” brings together related concepts, such as Wi-Fi,
Bluetooth and evolving cellular networks, incl. 3G, 4G/LTE, 5G, etc.)
Did you know the average car sold today has more than 150 information
processing units capable of sharing data?
Cars, Our Most Connected Devices
#SEJSummit@duaneforrester

17. Cars, Our Most Connected Devices
In 2016…
• For the first time, net adds of
connected cars (32%) rose above
net adds of smartphones (31%).
• More people connected cars than
new phones.
• Y-O-Y mobile sales dropped 6.5% in
North America and 10.8% in Europe.
https://techcrunch.com/2016/08/28/how-connected-cars-are-turning-into-revenue-generating-machines/
#SEJSummit@duaneforrester

18. 100+ Attributes
Name
Sublocality
Categories
City
State
Address
Display Address
Logo
Emails
Website
Main Phone
Mobile Phone
Call to Action
Fax
Year Established
Twitter Handle
Facebook Page
Bios
Events
MenuProducts
Brands
Closed Flag
Call to
Action URL
Latitude
Longitude
Address Visible
Suite
Postal
Code
Country Payment
Methods
Website
Display URL
Specialties
Keywords
Languages
Associations
Attribution
Logo
Alternate
Phone
Additional
Hours
Text
Toll-free
NumberBusiness
Hours
Holiday
Hours
Photos
Description
YouTube
Video URLs

19. Growth in “Near Me” searches
continues to rise each year.
28%of location searches result in a purchase
76%of people who use location search visit a business
within one day
Total Location Search Users
Think With Google, 2016
Location Search Is Exploding —And Denotes Extreme Intent
#SEJSummit@duaneforrester

20. Voice Search
• Amazon Echo, Cortana, GAssistant, Siri – all
seeing significant investments
• GenZ to fully embrace voice search
• Context will influence content even more: future
generations will move away from infinite choices
and towards a select few,
proven, reliable results.
#SEJSummit@duaneforrester

21. Google Home/Assistant
• Newest assistant on ~60% of Android phones
• Home is as good as the parts of the Google
ecosystem
• Hardware is very good – looks, quality, sound
and microphone are all good
• Still cannot track flights
• Still cannot manage multiple calendars easily
• Third-party Actions are a mixed bag
• Shopping is very limited
Voice Search
Amazon Echo
• Excellent voice control interface
• Great design
• Easy linking to a Prime account
• Shopping is like wishing for a
product
• Limited to product ecosystem
• No mapping ability, so no traffic
updates
• Third-party Skills are a mixed
bag
• Not easy to get started with
Cortana
• No hardware
• Exists as an app for
phones
• Very intelligent and easy
to engage with
• Limited usage due to
market share issues for
Microsoft mobile devices
Siri
• Powered by Cortana
• Apple retains ability to
filter outputs tailored to
their own product needs/
desires
• Current gen much better
at voice recognition
#SEJSummit@duaneforrester

22. • AI will allow apps to think logically like humans. This will help apps help humans to be better
and faster.
• Robots and AI will improve or take over:
• Driving and delivery
• Cleaning, home security
• Health and vitals monitoring
• Food distribution, crime analysis
• Basic jobs such as inventory movement, meeting scheduling, and simple financial planning
http://stanford.io/
2bLQYny
Search evolves; apps evolve;
assistants truly help
Artificial Intelligence
#SEJSummit@duaneforrester

23. • Uber investing $500M in
mapping tech to remove
dependencies
• Engines continue to see
growth in map app
engagements
• Google buys Urban Engines to
boost “real time” location map
data
Mapping
#SEJSummit@duaneforrester

24. • No strings attached Loyalty
programs
• No fees, restrictions or minimums
• Rewards for social media
engagement
• Retweets, shares, pins, likes = reward
points
• Amplifying CSR
• Getting caught being a good community
member – authentic PR
• Blending programs – SEO, PPC,
social, to communicate the same
campaign message
Tactics of Successful Brands
#SEJSummit@duaneforrester

25. • YouTube
• A must-have
• Quality doesn’t need to be perfect
• Usefulness of content matters
• Markup, Mobile, Usability
• Implement and get it close to perfected
• Reviews matter, so engage & manage
• Customer Journey
• Developed personas, consumer pathway tracking & analysis, to anticipate needs
A good player skates to where
the puck is.
A great player skates to where
the puck is going to be.
More Tactics That Matter
#SEJSummit@duaneforrester

26. Thank You!
Duane ForresterVP OF INDUSTRY INSIGHTS, YEXT
@duaneforrester