Best of SEJ Summit: The Future of AI: What Every Marketer Needs to Know Today
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The document summarizes a presentation about how marketers can leverage artificial intelligence (AI) today. It discusses three main ways: 1) using intelligent visuals like optimizing images for visual search, 2) targeting intelligent audiences by identifying in-market customers, and 3) automating processes with intelligent automation. It also touches on the growing importance of conversational interactions through voice assistants and chatbots. The presentation provides checklists for marketers to optimize for visual search, audience targeting, automation, and conversational experiences.
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Best of SEJ Summit: The Future of AI: What Every Marketer Needs to Know Today
- 1. @PurnaVirji The Future of AI: What Marketers Need to Know Today Purna Virji @PurnaVirji
- 2. • What is AI? • 3 ways you can leverage AI today • Live Q&A We’ll review: #SEJSummit @purnavirji
- 3. @PurnaVirji What is AI and why should search marketers care? #SEJSummit @purnavirji
- 4. @PurnaVirji “Computers that one day could see, hear, talk and understand human beings.” @PurnaVirji#SEJSummit @purnavirji
- 5. Cloud computing Powerful algorithms Big data @PurnaVirji Why now? #SEJSummit @purnavirji
- 6. Technology that can perceive, learn, reason, assist in decision-making, and act to help us solve problems. What is AI? @PurnaVirji#SEJSummit @purnavirji
- 7. @PurnaVirji We learn and use technology. Technology learns us and discovers ways to be helpful. Answering Coordinating Listening Observing Anticipating Essentially… #SEJSummit @purnavirji
- 8. @PurnaVirji Search is becoming more intelligent #SEJSummit @purnavirji
- 9. Search is becoming more intelligent Positive Negative #SEJSummit @purnavirji
- 12. @PurnaVirji AI helps empower you #SEJSummit @purnavirji
- 13. @PurnaVirji AI helps empower your customers #SEJSummit @purnavirji
- 14. @PurnaVirji 3 ways you can leverage AI *today* #SEJSummit @purnavirji
- 15. 1. Intelligent visuals @PurnaVirji#SEJSummit @purnavirji
- 16. @PurnaVirji Search is becoming more visual @PurnaVirji#SEJSummit @purnavirji
- 19. @PurnaVirji @PurnaVirji Image search isn’t just convenient, it allows you to search when you don’t have the words to describe something. @PurnaVirji#SEJSummit @purnavirji
- 23. @PurnaVirji ❑ Optimize images ❑ …and feed ❑ Structured data ❑ XML sitemaps Visual Search Checklist @PurnaVirji#SEJSummit @purnavirji
- 24. 2. Intelligent Audiences @PurnaVirji#SEJSummit @purnavirji
- 25. Search is increasingly the centerpiece of consumer engagement. @PurnaVirji#SEJSummit @purnavirji
- 26. @PurnaVirji In-Market Audiences: Predictive intelligence delivers lists of users who are ready to buy Bing Ads predictive intelligence identifies users who have shown purchase intent signals within a particular category, including searches and clicks on Bing and page views on Microsoft services. #SEJSummit @purnavirji
- 27. Pre-made Audiences to choose from @PurnaVirji#SEJSummit @purnavirji
- 28. “Help me increase my conversions.” *Source: Microsoft internal data; pilot performance data from verticals including Travel, Autos and Financial Services using “Bid Only” targeting on Bing Owned & Operated traffic, July 2017. CTR is click-through rate, and CVR is conversion ratio. 28% CTR* 48% CVR* Ads shown to In-market Audiences saw up to a 28% greater CTR than the same ads without In-market Audiences. Ads shown to In-market Audiences saw up to a 48% greater CVR than the same ads without In-market Audiences. In-Market Audiences Performance Metrics @PurnaVirji#SEJSummit @purnavirji
- 29. @PurnaVirji The Client: Vegas.com is an online travel agency located in Las Vegas, NV and specializes in hotels, show tickets, air+hotel packages, and tours. The Objective: To incrementally boost their conversion and revenue numbers while maintaining relative efficiency. The Implementation Initially rolled out as Bid Only & saw a significant lift in performance so we then broke these out into dedicated Target & Bid campaigns. In-Market Audience Case Study: Vegas.com 65%Click Through Rate 30%Conversion Rate 27%ROAS 20%Cost per Conversion The Results:
- 30. @PurnaVirji ❑ Identify ❑ Add + Bid Mod ❑ Analyze + Adjust ❑ Further expand Audience Checklist @PurnaVirji#SEJSummit @purnavirji
- 31. 2.5 Intelligent automation @PurnaVirji#SEJSummit @purnavirji
- 32. Optimize - Increase efficiencies • Auto-Bidding • Automated Extensions • Dynamic Search Ads #SEJSummit @purnavirji
- 33. 3. Intelligent conversation @PurnaVirji#SEJSummit @purnavirji
- 34. @PurnaVirji Search is becoming more conversational. #SEJSummit @purnavirji
- 35. Adoption rates are growing fast… @PurnaVirji Source: Canalys, https://www.canalys.com/newsroom/smart-speakers-are-fastest-growing-consumer-tech-shipments-surpass-50-million-2018 #SEJSummit @purnavirji
- 36. @PurnaVirji Curb your enthusiasm. #SEJSummit @purnavirji
- 37. @PurnaVirji 70% of consumers have never used voice search to shop or search for products. - MediaPost Source: MediaPost, https://www.mediapost.com/publications/article/320182/ #SEJSummit @purnavirji
- 38. Find local business Find things to do Voice search use is most common for simple informational tasks Order food for deliver Search for quick fact Make personal appointment Look up price Most simple Most complex Current Use of Voice @PurnaVirji#SEJSummit @purnavirji
- 39. @PurnaVirji Pay attention to featured snippets #SEJSummit @purnavirji
- 40. @PurnaVirji And to descriptor tokens Source: Microsoft Internal Data #SEJSummit @purnavirji
- 41. @PurnaVirji ❑ Structured data ❑ Answer Qs ❑ People also ask ❑ Featured snippets ❑ Local listings Voice Search Checklist @PurnaVirji#SEJSummit @purnavirji
- 42. Find local business Find things to do Voice search use is most common for simple informational tasks Order food for deliver Search for quick fact Make personal appointment Look up price Most simple Most complex Current Use of Voice #SEJSummit @purnavirji
- 43. Cortana’s To Do List Reschedule John’s meeting Submit John’s expense report on time Let John know to leave early for traffic Recommend a kid-friendly recipe Cancel John’s babysitter John’s To Do List Bake cookies with his kids #SEJSummit @purnavirji
- 45. Web Chat Skype Facebook Messenger Twilio Slack Bing Kik Microsoft Teams GroupMe Telegram Email/SMS Bot Connecto r Build once, deploy across all channels. @PurnaVirji#SEJSummit @purnavirji
- 47. Bing Ads Chatbot Extension * Example.#SEJSummit @purnavirji
- 48. Don’t just take my word for it. @PurnaVirji#SEJSummit @purnavirji
- 49. @PurnaVirji By 2020, the average person will have more conversations with their bot than with their spouse. - Gartner #SEJSummit @purnavirji
- 50. @PurnaVirji ❑ Create a skill ❑ Develop chatbots ❑ Cross-platforms Conversational Checklist @PurnaVirji#SEJSummit @purnavirji
- 51. @PurnaVirji Let’s recap @PurnaVirji Better understanding= increased personalization Expand your reach via audience targeting Focus on visual and conversational interactions #SEJSummit @purnavirji
- 52. @PurnaVirji