More than ever, marketers need to figure out the how, why, where and when of consumer engagement. Understanding the consumer decision journey and path of intent is crucial in creating meaningful connections with your audience. With one of the most searched for industry buzzwords across the UK last year being ‘Personalisation’, the value of consumer engagement and expectation from brands continues to rise. As a result, marketers are looking towards the proliferation of touch points for new opportunities to challenge themselves and the meaning of engagement for brands.
One of these opportunities will come via search, an industry sector which is predicted to continue to grow this year as we see the emergence of new search behaviours, focused on the conversational nature that technologies such as voice search seamlessly supports. Consumers today don’t want to rely on typing; they expect to interact with information in more natural ways. With digital personal assistants already in pockets, we’re bound to see wider audiences adapting behaviour to utilise this new technology.
This year, marketers will need to recognise the ubiquitous nature of search, which is likely to permeate more devices and services than ever before, becoming smarter and more important as a source of consumer engagement and comprehension. With recent launches such as Windows 10, which sees Bing integrated within the taskbar, the opportunity is ripe.
Ravleen Beeston, UK head of sales at Bing Ads