Search is more powerful than ever before, it’s the ubiquitous ingredient to making experiences smarter, more intuitive, and more personal. It’s moved from being a magnifying glass surfacing content from the depths of the web. Today, search is starting to look more and more like a crystal ball capable of predicting the flight of flu epidemics, sports winners and referendum outcomes.
Not many technologies are capable of processing as much data, as frequently and actually make sense of it all. Search feeds on big data and has grown with artificial intelligence – it is why, at Microsoft, we use search across all our services to make them more intelligent. By welcoming a wealth of data to better our understanding of consumer behavior online, Bing’s evolving proposition is useful for not only those searching, but also those looking to engage a captive audience through personalised experiences. For us, search goes beyond the ‘blue link’ results.
Unlocking the power of search:
Today, a person has on average six connected devices in their home, be it a wearable, a smart thermostat or even a fridge. This rise in connected technology has unveiled a shiny new web of connective fabric, built from the increasing accessibility to consumers’ everyday touchpoints, providing marketers with a host of valuable insight. Bing maximises this intelligence, seamlessly connecting to people, places and other things that users care about. For search, this is a major accomplishment. But it isn’t enough.
Moving towards search serendipity:
Consumers today expect to interact with technology in more natural ways. With the likes of voice recognition and gesture control technology rapidly gaining traction within the market, new conversational search trends have been born. Where once search results were based on a small set of key words without any context, search technology has now evolved to understand the intent of the user based on those few words, spoken or typed. This is the modern promise of digital personal assistants, such as Cortana.
Creating meaningful connections:
Brands need to think outside the search box and harness the full potential of its data to inform their marketing strategy; as a result, new advertising models will come to fruition. Machine learning models are already making their way in to the advertiser toolset and this is only set to increase.
By knowing when, where and most importantly how people are searching, marketers are empowered to create more meaningful, personal, connections that deliver value for both consumers and brands alike.
Ravleen Beeston, UK Head of Sales, Bing Ads
Tel: +44 (0) 7583 176426