Search has evolved from desktop to mobile to voice devices/virtual assistants. Marketers who are responding to this evolution are starting to use AI and machine learning to uncover new intent-based insights, automate labour-intensive tasks which will potentially take us to a whole new level of personalisation. The Drum Search Breakfast on September 6 will explore some of these themes.
For instance, how are new intelligent technologies allowing search marketers to make faster and smarter decisions, fueled by a new level of accuracy and intelligent insights? Also, with the popularity of voice-controlled devices on the rise, new voice–search technologies such as Apple's Siri, Amazon Alexa and Google Assistant are accelerating the trend towards voice search. How are marketers and brands preparing for a future in which voice and virtual assistants play a much larger role in content discovery and driving conversions?
And there is growth of visual search, with search engines getting better at understanding the components of images. In February, this year, Pinterest reported that its users carried out more than 600m combined searches using the Lens technology. It’s not just Pinterest, search engines Google and Bing are also investing in the future of search being images rather than keywords. Visual search technology from retailers Target and ASOS are already making it much easier for users to snap an image and either buy the product captured or search for similar items.
One panelist, John Brasington, head of search at Pi Datametrics said: "Voice search is becoming a hugely important platform for all industries, throughout the user journey. It’s especially critical in the research and awareness phase. For that reason, like traditional search, it will be present throughout the marketing funnel, and should be used tactically at each stage."