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The Future of Search
Search is becoming more ubiquitous, conversational, visual and personal. As devices become connected, every device will be search-enabled. Voice assistants are driving search and most queries will be spoken by 2020. Voice changes the consumer purchase path by utilizing purchase history and recommending products. Search will be more personalized through detailed customer profiles and personalization improves marketing performance. Personalized search requires a clear data strategy utilizing both inferred and known customer attributes and interests. Visual search improves key metrics like time on site and conversion rates by integrating images, video and other rich media into the search experience.
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The Future of Search
- 1. The Future ofSearch
- 2. Where do yougo when you want to understand the future of search
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- 5. Search will existeverywhere 1
- 6. As every devicebecomes connected so every device becomes search enabled. CATEGORY BRAND FUNCTION AUTOMOBILES Toyota, Mercedes, Ford, BMW, Tesla, Hyundai, Audi, etc. Search directions, start, lock/unlock, control music and lighting and temp, directions TV & ENTERTAINMENT Samsung, LG, TiVo, Dish, Comcast, Fire, Chromecast, Apple TV Search content, record, change channel, on/off, volume, play program APPLIANCES LG, GE, Bosch, Kenmore, Jenn Air, Frigidaire, Whirlpool Search products, set timers, change temperatures, check status of loads WEARABLES Bose, Jabra, Apple, SUGR, Intel (smart glasses) Search directions, control wireless headphones, answer/make calls, change music HOME SECURITY Canary, D-Link lock/unlock, open/close garage, view camera footage, set alarm AMBIENT HOME Nest, Philips, GE, Wemo control temp, lighting, lift/close shades SMALL ELECTRONICS HP Printer, Gourmia Kitchen Machine, Mr. Coffee, Ubtech Lynx Robot, iRobot check status, on/off, print, make coffee, set timers BATHROOM Kohler Numi Toilet, Verdera Mirror, Moen Shower Search calendar, search diary, flush, lift/close seat, water temp
- 7. 200m smart speakersare driving the search installed base Apple Siri Google Assistant Google Home/Mini Amazon Echo, Dot, Show Apple HomepodDevice Assistant Results Amazon Alexa Microsoft Invoke Microsoft Cortana
- 8. Source: Statista Units ShippedWorldwide (Millions) 0 2000 4000 6000 8000 10000 12000 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 Desktops / Tablets Mobiles Other Connected Devices Mobile <50% of connected devices
- 9. Search will bemore conversational 2
- 10. – Why is voiceis rising in importance Of searches have voice input by 2020 Of searches have never been seen before Average number of words used in a voice query Vs 3 in a text query Of queries have purchase intent 50% 15% 9 25%
- 11. Voice changes thepurchase path ”Order new glass cleaner” “Our top seller is Mr Glass Cleaner, ¢8.67. Would you like to order it?” “The last time you ordered glass cleaner, it was Super Shine Glass cleaner, ¢8.67. Would you like to order it again?” “The last time you ordered glass cleaner, it was Super Shine Glass Cleaner, ¢8.67, but it’s not in stock. Would you like me to recommend another top selling brand ORDER HISTORY NO ORDER HISTORY “YES”ORDER HISTORY NO STOCK “NO”
- 12. From now ontechnology makes the choice on behalf of the consumer 60% 35% 5% 2nd 3rd 4th Top prime Top non-prime If there is no related shopper history or Amazon Choice available, Alexa recommends top 2 Prime ranking products. If none of the above applies Alexa recommends the top non-Prime products. If there is no related products in the shopper history then Alexa recommends an Amazon Choice product.
- 13. Search will bemore personal 3
- 14. The personalisation tippingpoint has arrived in paid search 2000 2013 2014 2015 2016 Remarketing Demographics Customer match Similar audiences 2017 In market 2018 Affinity Household income Life events 2019 LinkedIn TargetingKeyword
- 15. Why are audiencesimportant for Paid Search? Reduce wastage Mitigate rising CPCs Improve conversion
- 16. Personalisation of searchtransforms marketing performance 14m
- 17. Search personalisation requiresa clear data strategy Nothing about the user Who they are What they’re actively researching/planning How they’ve interacted with Brand.com Unknown What their interests and habits are Demo & Detailed Demographics Affinity In-Market RLSA, Customer Match & Similar Audience UNKNOWN INFERRED AUDIENCES KNOWN PERFORMANCE IMPROVEMENTS
- 18. 0% 10% 20% 30% 40% 50% 60% 70% 80% 20182015 2016 201720142013 Source:iProspect client 2019 Successful brands operate >50% audience depth 71% 2019
- 19. Search will bemore visual 4
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- 23. Integrated visual search driveskey metrics Pages per session up 135% Conversion rate 100% higher AOV 12% higher People who use the visual search function
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