The Future of Search;New Frontier or Next

Generation?

Agenda

1.Discuss the evolution of search & consumer behavior

2.Provide insight into how search technology is mirroring this

3.Explain the implications for brands and the need to reflect this change with a focus on using search plus the combination of social & mobile as their primary consumer connection point

04/18/23 :: 2

The world wide web has always been an intimidating place

“The conscious and intelligent manipulation of the organized habits and

opinions of the masses is an important element in

democratic society. Those who manipulate this unseen

mechanism of society constitute an invisible

government which is the true ruling power of our country.

”

Edward Bernays, The father of public relations

One example of this is Anonymous:

Search has become the digital connector

As consumers, we’re used to online information & shopping

Searchingas a behavior

is not going away

Search has become critical to the digital experience

There is a need to grow with the searchers and increase their degree of specialization

Consumers are growing more adept at seeking and sharing and seeking the right information at the right place and at the right time

Query depth is naturalizing, engines are specializing

While existing search players are evolving, many new players have entered the fray

Searching

This means no engine is too small to ignore

& you cant ignore the search experience on your own site(s)

Searchers are maturing faster than advertisers

from…. PUSH

to…. PULLLove

Me?

Search behavior has accelerated a paradigm

shift

This access is changing mainstream media

Search means new content accessed

faster & often its UGC first

Social sharing features reach mainstream media & ecommerceBoth are

making a play for

searchable, on-demand TV

Social search is a new battleground

• On an average month, there are over 21B searches across the Internet but only ~14B of them happened on the major search engines

• So 30-40% of total Internet search activity exists outside of the big five’s domains

• YouTube alone had ~88MM monthly unique searchers

• Fastest growing search category on YouTube is brand commercial queries

• Facebook has over 46MM unique monthly searchers

• LinkedIn has roughly 5MM unique monthly searchers

• Kids 12-to-17 years old are only 11% of Twitter

Weaving a digital experience …

Search is a direct result of the growing ability of digital media to meet societal needs & consumer comfort through fragmented content sources and technology

Social has always been a key ingredient in the growth of digital

Social Needs

Religion / Community

Education / Training

Home / Real Estate

Recreation / Leisure

Work / Career

Finances / Retirement

Health / Fitness

Family / Relationships

Digital Activities

Membership

Mobile Access

Video / Gaming

Sharing / Collaborating

Shopping / Commerce

Communication

Content / Visitation

Discovery

Search + social are together evolving how we live

digitally

The engines know this

04/18/23 :: 12

Algorithms are updating daily to use social as an indicator of relevance and recency to enhance search

results

Video search is key to social

04/18/23 :: 13

Search activity shifting to mobile handsets, specialized apps, as well as location, content, and brand-driven environments

Mobile now has 29MM unique searchers and they are more engaged than web-based searchers (almost 2-1)

1 in 3 searches are now localSearch is specializing which is driving fragmentation

Geo-Social

examples: examples:

Recommendation

Commerce

Mobile Wi-Fi

Mapping & Directions

News & Info Trends

Fragmented search behavior beyond Google

Increasingly search is also local

04/18/23 :: 15

And everything is mobile, including

search

04/18/23 :: 16

In many countries there are more phones that citizens

So optimize your site

04/18/23 :: 17

User opens

mobile site

http://m.shoes.com

Real-Time Scraping

Mobile, brand-compliant

Template Applied

Site Optimize

1

2

3

Google sees the future value here

04/18/23 :: 18

Why Now?

1. Ubiquitous web access

2. Broadband penetration

3. Smartphone adoption

CommunicationsContent

Live events, experiential activity, digital content, TV shows, webisodes / viral video, contests, apps and widgets, stories, stunts and visual identities

Search is a bridge

Blogger outreach & digital word of mouth, viral seeding, social networking strategy, active listening, CRM, and community management

What does this mean?

Your Brand Here

Your Brand Here

Plan & budget for search first in order to tie it all together

Google knows what this means too, so should you

04/18/23 :: 21

Converting Searchers use more non-branded keywords

in early funnel searches

Converting Searchers use more non-branded keywords

in early funnel searches

67% more credit for Non Branded keywords67% more credit for Non Branded keywords

Technology is required to adapt to dynamic personalized search

04/18/23 :: 22

Sponsored listings

*With user permission, of course!

Shopping results

Organic listings

News results

Video/image listingsSocial results

“Wish list” results

Bookmarkedpage results

Filtered by web history results

Integration is the key to successful SEM/SEO

04/18/23 :: 23

So use search as a very large, real-time focus group

Test messagingAlign affiliate strategyExtend TV and print media executionsEnhance in-store promotionsInfluence live event marketing

04/18/23 :: 24

Using An

alytics

to drive

insightUsin

g Analyt

ics

to drive

insight

Initial PromptInitial Prompt

Choosing a fund

How to select a fund managerSaving for retirement

How to differentiate between funds? Case studies

Lock in period?

Fund management costs

Investment calculatorsCompare funds performance

Information Gathering

Information Gathering

ExecutionExecution

Fund changersFund changers

Targetin

g at

differen

t stagesTarg

eting at

differen

t stages

Financial Comparison Tools

Informed vs. Un-informed (new)

Informed vs. Un-informed (new)

Keyword: Investment Funds

Keyword: Investment FundsTrac

king tre

nds

beneath

fund

selectio

nTrac

king tre

nds

beneath

fund

selectio

n

Focus on

the

search t

erms Focu

s on the

search t

erms

• As digital access fragments & traditional digitizes, it all becomes more searchable and requires better tracking

• Engagement alone is not a metric, know the value of each touch point

• Cross channel measurement is critical to good SEM

Set a measurement action plan

For every $90 USD spent driving traffic only

$1 USD is spent converting that site

visitor

The opportunity for advertisers is to

segment, target, and retarget their traffic

Search needs strong analytics more than

ever

Some key take-a-ways

Plan for search early in the budgeting process

Leverage all other media & communication efforts

Optimize search for mobile, social, & local

Segment & retarget search traffic

Test messaging in search first

Optimize all digital assets to be search friendly

Focus on relevant content

Experience optimization

04/18/23 :: 27

04/18/23 :: 28

Thank you!Obrigado!Gracias!Merci!Grazie!Arigatô!Vielen Dank!Terima Kasih!谢谢您 !

Rob GriffinEVP, Product DevelopmentHavas Digitalrob.griffin@havasdigital.com