Curiosity may have killed the cat, but it’s fuelling the fire of brand interactions today with increasing pressure.
As humans we have a lifelong interest to learn. We collect information and store it away. When we can’t answer a question ourselves, we seek it out.
Searching is a natural human behaviour – the method has just evolved. Technology has widened our knowledge pool so, that today we simply expect to have everything at our fingertips.
Search is now built into the fabric of our daily lives, and our expectations have grown. We want intuitive answers that are faster and more accurate, therefore how we search for answers is changing. We are starting to talk to technology instead of type, because it’s a more natural interaction. We’re voicing our curiosity in new ways.
The search evolution means marketers now face two additional challenges; figuring out how to incorporate this level of intuitive understanding to inform their campaigns, and adapting their search strategies to reflect this new format of query created through voice interactions.
We’re in the business of human curiosity and brands are competing to best answer a consumer need. To do that, marketers need to better understand who their consumers are and what it is they are looking for.
Search unlocks a wealth of data to empower marketers to build a more informed picture of their audience. Its power in giving context to curiosity cannot be underestimated. Search is bigger than you think.
Ravleen Beeston, UK head of sales, Bing Ads