Purna Virji - The Inbounder Global Conference 2018

1. 2018: A NEW SEARCH
ODYSSEY
Purna Virji
@purnavirji

2. @PurnaVirji
Play this video as the open, as I’m walking up to the stage…
https://www.youtube.com/watch?v=9tucY7Jhhs4&t=

3. @PurnaVirji
Let’s explore the AI-Era
of Search

4. @PurnaVirji@PurnaVirji@PurnaVirji@PurnaVirji
#theinbounder

5. @PurnaVirji@PurnaVirji@PurnaVirji
#theinbounder

6. @PurnaVirji@PurnaVirji@PurnaVirji
#theinbounder

7. @PurnaVirji@PurnaVirji@PurnaVirji
Newspapers
Music player
Voice recorder
Radio
Camera
Remote control
Scanner
Calculator
Flashlight
Compass
Calendar
Photo album
Alarm clock
#theinbounder

8. ubiquitous
invisible.
@PurnaVirji
#theinbounder

9. @PurnaVirji@PurnaVirji
Mobile is a state
of being, not a
device
#theinbounder

10. @PurnaVirji@PurnaVirji
Satya Nadella
CEO, Microsoft
“ Devices come and go…don't think
of the device as the center, think of
the person as the center.
”
#theinbounder

11. @PurnaVirji
Watch the full video: aka.ms/smart_home_90s
Microsoft visualized a smart home back in the 1990s
#theinbounder

12. Cloud computing Powerful algorithms Big data
@PurnaVirji
It’s becoming reality
#theinbounder

13. @PurnaVirji
Giving rise to more intelligent search
@PurnaVirji
#theinbounder

14. @PurnaVirji
Knowledge
Vision
Speech &
Language
Let’s explore:
#theinbounder

15. @PurnaVirji
Knowledge
Vision
Language
@CEDRICtus
Speech &
#theinbounder

16. @PurnaVirji
#theinbounder

17. @PurnaVirji
Search becomes more powerful.
#theinbounder

18. @PurnaVirji
Typing
Images
@PurnaVirji
#theinbounder

19. @PurnaVirji @PurnaVirji
Image searches are not just
convenient, they allow for
searches where we don’t have the
words to describe something.
@PurnaVirji
#theinbounder

20. @PurnaVirji@PurnaVirji
#theinbounder

21. @PurnaVirji@PurnaVirji
#theinbounder

22. @PurnaVirji

23. @PurnaVirji
q Optimize images
q …and feed
q Mark it up
q XML sitemaps
Visual Search Checklist
@PurnaVirji
#theinbounder

24. @PurnaVirji
#theinbounder

25. @PurnaVirji
And this goes beyond search.
#theinbounder

26. @PurnaVirji
It’s social
Source: Pinterest.com
#theinbounder

27. @PurnaVirji
Source: Realtor.com
Within apps
#theinbounder

28. @PurnaVirji
And even IRL
#theinbounder

29. @PurnaVirji
Key lesson
visual is
a powerful medium
#theinbounder

30. @PurnaVirji
Knowledge
Vision
Speech &
Language
@CEDRICtus
#theinbounder

31. Sometimes we
can’t use our
hands
@PurnaVirji
#theinbounder

32. @PurnaVirji
#theinbounder

33. @PurnaVirji
#theinbounder

34. Search becomes more powerful.
@PurnaVirji
#theinbounder

35. @PurnaVirji
#theinbounder

36. @PurnaVirji
Satori
Knowledge
Data
Unstructured
Data
Structured
Data
#theinbounder

37. @PurnaVirji
#theinbounder

38. @PurnaVirji
#theinbounder

39. @PurnaVirji
#theinbounder

40. @PurnaVirjiSource: Microsoft Internal Data
#theinbounder

41. @PurnaVirji
#theinbounder

42. @PurnaVirji
q Structured data
q Answer Qs
q PAA/Suggestions
q Featured snippets
q Local listings
Voice Search Checklist
@PurnaVirji
#theinbounder

43. 0%
10%
20%
30%
40%
50%
60%
70%
0% 5% 10% 15% 20% 25% 30%
Percentage who have used voice more than 5 times
Percentage who say their usage of voice for this task is increasing
Find local business
Find things to do
Order food for deliver
Search for quick fact
Make personal
appointment
Look up price
Most simple
Most complex
Current Use of Voice
@PurnaVirji
#theinbounder

44. @PurnaVirji
And this goes beyond search.
#theinbounder

45. @PurnaVirji
#theinbounder

46. Capital one- eno commercial- https://www.youtube.com/watch?v=jvyHcjZoGJk

47. @PurnaVirji
By 2020, the average
person will have more
conversations with their
bot than with their spouse.
- Gartner
#theinbounder

48. @PurnaVirji
#theinbounder

50. @PurnaVirji
#theinbounder

51. @PurnaVirji
#theinbounder

52. Web Chat
Skype
Facebook Messenger
Twilio
Slack
Bing
Kik
Microsoft Teams
GroupMe
Telegram
Email/SMS
Bot
Connector
Build once, deploy across
all channels.
@PurnaVirji
#theinbounder

53. @PurnaVirji
Key lesson
Remove any friction in the process and
work to increase relevance and
personalization.
#theinbounder

54. @PurnaVirji
Knowledge
Vision
Language
@CEDRICtus
Speech &
#theinbounder

55. AI fuels the
processes to
develop
personalized
experiences for each
user.
Locations
Demographic
profile
Content
preferences
Personal
Data
Domain
preferences
Personal
Connections
Entities of
interest
Web activity
Search
Brand
preferences
Search
history
Purchase
History
Family
Contacts
Product
categories
Demographics
Customer
Data

56. Search is becoming the centerpiece of
consumer engagement.
@PurnaVirji
#theinbounder

57. Search becomes more powerful.
@PurnaVirji
#theinbounder

58. We see some of this already with
audience targeting.
@PurnaVirji
#theinbounder

59. @PurnaVirji*Source: Microsoft internal data; pilot performance data from verticals including travel, autos and
financial services using “bid only” targeting on Bing owned and operated traffic, July 2017.
28%
CTR*
Ads shown to In-market Audiences saw up to a 28% greater click-
through rate (CTR) than the same ads without In-market Audiences.
48%
CVR*
Ads shown to In-market Audiences saw up to a 48% greater
conversion rate (CVR) than the same ads without In-market
Audiences. Audiences
#theinbounder

60. @PurnaVirji
Source: “2017: More Than Ever, Marketers Need Brand Safe Environments,” Trusted Media Brands, March 2017.
Half of digital advertisers plan to
increase their spend on audience
targeting this year.
@PurnaVirji
#theinbounder

61. @PurnaVirji
Audience Checklist:
@PurnaVirji
#theinbounder
q In-Market (Search)
q Custom
q Remarketing
q Layer FTW

62. @PurnaVirji
And this goes beyond search.
#theinbounder

63. Enjoy increased efficiencies
@PurnaVirji
#theinbounder

64. @PurnaVirji
Key lesson
Harness the data to help you not only reach
the right customers, and gain efficiencies in
campaign management.
#theinbounder

65. @PurnaVirji
Let’s recap
#theinbounder

66. @PurnaVirji
Vision
@CEDRICtus
Use the visual to get
discovered…and get
purchased.
#theinbounder

67. @PurnaVirji
Speech &
Language
@CEDRICtus
Use conversation to
influence and
convert… and build
rapport.
#theinbounder

68. @PurnaVirji
Knowledge
@CEDRICtus
Use the data to extend
your reach and
efficiencies…and do
what was previously
impossible.
#theinbounder

69. What will you do with this?
@PurnaVirji
#theinbounder

70. THANK YOU!
Purna Virji
@purnavirji