Se ha denunciado esta presentación.
Se está descargando tu SlideShare. ×

Customer Experience, Voice Search and Digital Assistants: How AI is Changing the Way We Engage

Customer Experience, Voice Search and Digital Assistants: How AI is Changing the Way We Engage

Descargar para leer sin conexión

Customers are increasingly expecting the brands they interact with to deliver personalized and convenient experiences. However, research shows that while 80% of brands think they are delivering a great customer experience, only 8% have customers that actually agree! We can do a lot better. Especially if we want to build trust.

How can PPC marketers best leverage intelligent technology like voice search and data-driven personalization to grow profits and customer loyalty?

In this session Purna will show you the practical steps marketers can take to create exceptional customer experiences and build trust in the age of AI.

Customers are increasingly expecting the brands they interact with to deliver personalized and convenient experiences. However, research shows that while 80% of brands think they are delivering a great customer experience, only 8% have customers that actually agree! We can do a lot better. Especially if we want to build trust.

How can PPC marketers best leverage intelligent technology like voice search and data-driven personalization to grow profits and customer loyalty?

In this session Purna will show you the practical steps marketers can take to create exceptional customer experiences and build trust in the age of AI.

Más Contenido Relacionado

Más de Hanapin Marketing

Libros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

Audiolibros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

Customer Experience, Voice Search and Digital Assistants: How AI is Changing the Way We Engage

  1. 1. Customer Experience, Voice Search, and Digital Assistants: Purna Virji | Senior Manager of Global Engagement How AI is Changing the Way We Engage
  2. 2. @PurnaVirji
  3. 3. @PurnaVirji 54% of consumers have stopped doing business with a brand due to poor customer experience. - eMarketer Source: eMarketer report “Customers Don’t Have Time for Poor Customer Service” https://content-na1.emarketer.com/consumers-don-t-have-time-for-poor-customer-service
  4. 4. @PurnaVirji “When you play the game of thrones, you win or you die. There is no middle ground.” – Queen Cersei Lannister
  5. 5. Falling from Fortune Only 188 of Fortune 500 companies from 1995 remain on the list today.2 About half of the S&P 500 companies will be replaced over the next 10 years.1 Avg lifespan on S&P 500 Sources: 1. Corporate Longevity: Turbulence Ahead for Large Organizations, Innosight, 2016 2. Fortune 500 firms 1955 v. 2016, Mark J. Perry, American Enterprise Institute, December 2016 2026 33 20 14 years @PurnaVirji
  6. 6. @PurnaVirji
  7. 7. Experience Centric Players @PurnaVirji
  8. 8. @PurnaVirji We are no longer in the age of digital marketing, but marketing in the digital age.
  9. 9. @PurnaVirji
  10. 10. @PurnaVirji
  11. 11. @PurnaVirji Cortana’s To Do List Reschedule Purna’s meeting Submit Purna’s expense report on time Let Purna know to leave early for trafficAlexa, reorder dog food.
  12. 12. @PurnaVirji “We will slowly become used to the idea of outsourcing our thinking and decisions somewhat to machines.” – Tom Goodwin, Head of Innovation at Zenith Media Source: TechCrunch “7 things to think about voice” https://techcrunch.com/2018/12/06/7-things-to-think-about-voice/
  13. 13. @PurnaVirji We need to plan—and optimize—for it
  14. 14. @PurnaVirji Cortana’s To Do List Reschedule Purna’s meeting Submit Purna’s expense report on time Let Purna know to leave early for traffic How are people engaging with voice? Source: Microsoft’s 2019 Voice Report
  15. 15. @PurnaVirji Cortana’s To Do List Reschedule Purna’s meeting Submit Purna’s expense report on time Let Purna know to leave early for traffic Satisfaction rates have increased too Source: Microsoft’s 2019 Voice Report
  16. 16. @PurnaVirji Search is the intelligence platform powering intelligent agents. @PurnaVirji
  17. 17. @PurnaVirji The opportunity here is to assist the assistants.
  18. 18. Which assistants are people using? @PurnaVirji Source: Microsoft’s 2019 Voice Report
  19. 19. Not all answers are created equally I keep getting sick, I need to buy more vitamins. I can’t help with purchases right now. Here’s what I found on the web. Sure. Vitamins. The first thing I found on Google Express is 150 vitafusion multi-vits at Target for $9.89… Based on Purna’s order history, I found NatureMade Vitamins for $13.49 on Amazon. I found this on the web… @PurnaVirji
  20. 20. @PurnaVirji Source: Microsoft’s 2019 Voice Report
  21. 21. The lines are blurring @PurnaVirji Fulfilment à Discovery Discovery à Fulfilment
  22. 22. @PurnaVirji
  23. 23. Everything is a remix @PurnaVirji
  24. 24. @PurnaVirji Three heroic tips for success with voice and beyond
  25. 25. @PurnaVirji 1. Broad Match: Turning a villain into a hero
  26. 26. @PurnaVirji Source: Internal Microsoft Data, June 2018 Voice queries use natural language... @PurnaVirji
  27. 27. @PurnaVirjiSource: Internal Microsoft Data, June 2018 Which reveals level of intent @PurnaVirji
  28. 28. @PurnaVirji And offers more specificity @PurnaVirji I / me Can I / Should I Can you / Will you / Show me Best / Top / Highest Rated Now / Today / Tomorrow First Person Permissive Assistance Quality Time-Bound [City Name], Nearby, NearGeo-Mods
  29. 29. @PurnaVirji With natural language becoming more common, we’re even seeing typed queries getting longer.
  30. 30. SEMRush data shows a slow but steady change @PurnaVirji Source: SEMRush Data, North America from March 2017- March 2019
  31. 31. @PurnaVirji Raise the ROI (and the roof)
  32. 32. @PurnaVirji Every day, roughly 30% of queries coming to the Bing Network contain new terms.
  33. 33. @PurnaVirji About 31% of our queries have enough words to be considered “long tail.” Note: Long-tail queries here are defined as five or more tokens.
  34. 34. @PurnaVirji Cortana’s To Do List Reschedule Purna’s meeting Submit Purna’s expense report on time Let Purna know to leave early for traffic Think about the main uses for digital assistants Source: Microsoft’s 2019 Voice Report
  35. 35. @PurnaVirji “Quality is an issue.” But what of the risks of using broad match? “Broad match campaigns are perceived being less efficient and not hitting KPIs.” “Agencies don’t use broad match as a best practice, but rather invest in phrase & exact.”
  36. 36. Improved language mismatch signals Enhanced negative sentiment detection Tighter control and restrictions on adult queries Vertical-specific brand-product improvements 5+ algorithm changes per month Entity recognition in query/ads @PurnaVirji Deep neural nets and other machine learning at work
  37. 37. @PurnaVirji Your bid is your control lever.
  38. 38. @PurnaVirji Audience-agnostic Broad Match campaign Audience-agnostic Reduce (+) anchors in BMM campaigns In-market audiences Bid + target Retargeting audiences (or custom) Bid + target Incremental conversion opportunity Manage risk via a phased approach
  39. 39. @PurnaVirji Clicks Exact RMKT - BMM RMKT - Broad * Recent two-months test Exact RMKT - Broad CPA Exact RMKT - Broad CPA 19% more efficient19% incremental click volume We tested broad match + remarketing (target and bid)
  40. 40. Make BM your new BFF ● Rethink the goal– discovery not conversion ● Lower your bids + monitor to identify themes ● Minimize risk + maximize reach with audiences @PurnaVirji
  41. 41. @PurnaVirji 2. Be a hero and get context right to increase relevancy
  42. 42. Context matters almost as much as keywords I’m hungry. Ok, I admit, I’m hangry. What should I eat? Have you tried staring into the fridge, closing it, then returning as if there might be something new in there? Give it a few tries, then order pizza. Here are local restaurants… Here are recipes you can try... Eggs are an eggs- ellent source of nutrition and protein. @PurnaVirji
  43. 43. @PurnaVirji
  44. 44. @PurnaVirji
  45. 45. Think of the nuances and different scenarios @PurnaVirji - Voice only - Voice + Screen (same) - Regular SERPs - Voice + Screen (different)
  46. 46. @PurnaVirji
  47. 47. @PurnaVirji Age: 30-35Gender: Female College Student Avid Gamer Parent Audiophile Visited Warby Parker Cortana/Invoke Owner Purchases on Mobile Use intelligent audiences to improve the CX @PurnaVirji
  48. 48. @PurnaVirji a) Test out broader In-Market Audiences For example: • /Beauty Products & Services/Tanning & Sun Care Products • /Apparel & Accessories/Formal Wear/Bridal Wear • /Autos & Vehicles/Motor Vehicles/Motor Vehicles by Type/Luxury Vehicles @PurnaVirji
  49. 49. b) Test out LinkedIn Profile Targeting (open beta) @PurnaVirji Target groups of users based on: • Company – e.g. Microsoft, Verizon, Adobe, etc. • Job function – e.g. engineering, sales, consulting, etc. • Industry – e.g. retail, banking, marketing, etc.
  50. 50. @PurnaVirji b) Test out LinkedIn Profile Targeting (open beta)
  51. 51. @PurnaVirji • Target up to 1,000 companies, 1,000 job functions and 1,000 industries at ad group level. • Target 1,000 companies, 1,000 job functions and 1,000 industries at campaign level. • If there is targeting at the ad group level, this will override the campaign-level targeting. b) Test out LinkedIn Profile Targeting (open beta)
  52. 52. @PurnaVirji e.g. You’d like to target 20,000 companies. q Create 20 ad groups, each targeting 1,000 companies. q The campaign-level limit of 1,000 will be overridden by ad group-level targeting, so you can target all 20K. b) Test out LinkedIn Profile Targeting (open beta)
  53. 53. @PurnaVirji c) Score big via deeper insights Custom Audiences offer @PurnaVirji
  54. 54. Custom audiences to reach: @PurnaVirji
  55. 55. Get context right with the help of intelligent audiences ● Cast a wider net with tangentially-related in-market audience lists ● Optimize bids for high-value professional demos via LinkedIn targeting ● Tailor ads based on 1st party data with custom audiences @PurnaVirji
  56. 56. @PurnaVirji 3. Recognize how heroic voice + visual can be
  57. 57. @PurnaVirji
  58. 58. @PurnaVirji There are already more than 1 billion visual searches per month on platforms like Pinterest, Amazon, eBay and Google Lens. - eMarketer Source: eMarketer report “Ten Key Digital Trends for 2019” https://www.emarketer.com/content/ten-key-digital-trends-for-2019
  59. 59. @PurnaVirji Source: https://www.prnewswire.com/news-releases/voice-shopping-set-to-jump-to-40- billion-by-2022-rising-from-2-billion-today-300605596.html@PurnaVirji
  60. 60. @PurnaVirji Source: Microsoft’s 2019 Voice Report 62.3%! “Have you ever attempted to make a purchase using either a digital assistant or your smart home speaker?”
  61. 61. @PurnaVirji Source: Microsoft’s 2019 Voice Report It’s not just for food (tho pizza=happiness)
  62. 62. @PurnaVirji
  63. 63. @PurnaVirji voice-driven channel
  64. 64. Or related products results in organic
  65. 65. @PurnaVirji Cortana app
  66. 66. @PurnaVirji < HTML >
  67. 67. @PurnaVirji
  68. 68. 1 • Titles 2 • Descriptions 3 • GTIN’s (Global Trade Identification Numbers) 4 • Brand / Manufacturer Part Number 5 • Product Category (Taxonomy) 6 • Product Variant Attribute/Item Group ID • (color, gender, size, material, pattern) Matching & relevance Matching & relevance Matching Matching Matching Matching @PurnaVirji
  69. 69. - Include the following: • Brand + Product Name + Product Type + Size + Color (if applicable) Example: Contoso (COI37117) 3/8in. Drive Standard 6 Point Impact Socket 17mm # 37117 - Normalize to most common (used vs pre-owned) - Know your limits: 35 | 150 Titles Cheat Sheet: TIP: Check the search term report for ideas to make titles more relevant. @PurnaVirji
  70. 70. In Feed: Ready to drink Protein Coconut water Size: 330ML. Color: Coconut. Goal=relevancy, not winning the click Optimized: Ready to drink Protein Coconut water Size: 330ML. Color: Coconut. Coconut water drink with fruit juice concentrate, whey protein and sweeteners. Coconut Water (48%)*, Whey Protein Concentrate (Milk), Water, Strawberry puree (1.2%), Banana puree (0.7%), Colour (Carrot Concentrate), Lemon juice*, Natural Flavouring, Sweeteners (Sucralose, Acesulfame-K), Acidity Regulators (Lactic Acid, Sodium Citrate), Stabiliser (Pectin). Size (330) Unit (ML) @PurnaVirji
  71. 71. Turn your product feed into a superhero ● Make titles and descriptions work harder ● Use the same feed across search and audience campaigns ● Refresh often, ideally daily or weekly @PurnaVirji
  72. 72. @PurnaVirji@PurnaVirji Putting it all together
  73. 73. @PurnaVirji@PurnaVirji 1. We need to manage our presence and assist the assistants.
  74. 74. @PurnaVirji@PurnaVirji 2. We need to get the context right.
  75. 75. @PurnaVirji@PurnaVirji 3. We need to make it visually compelling as well.
  76. 76. @PurnaVirji Cortana’s To Do List Reschedule Purna’s meeting Submit Purna’s expense report on time Let Purna know to leave early for traffic Handy links - Microsoft 2019 Voice Report: aka.ms/2019-voice-report - Product Audiences: aka.ms/prod-aud - LinkedIn Profile Targeting: aka.ms/LI-prof-targ - Rethinking Broad Match: aka.ms/rethinking-BM
  77. 77. @PurnaVirji Thank you! Say hi @purnavirji

×