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SPRACH- UND VISUELLE SUCHE: WIE AKTUELLE
TRENDS DAS KUNDENVERHALTEN
REVOLUTIONIEREN
Kathleen Jaedtke
Content Marketing Man...
SPRACHSUCHE
01
TEXTSUCHE IST ZEITAUFWENDIG …
Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
WARUM IST ES SO SCHWIERIG,
ONLINE ZU FINDEN?
Aa
Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
WARUM HÖREN WIR NICHT AUF ZU SUCHEN
UND FANGEN AN ZU FINDEN?
Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
@speaker#DMKwomen @company
FEATURED SNIPPETS
Position Null ist der Schlüssel zum Erfolg
Longtail Keywords stehen im Fokus
...
Google Home Multi
User Support
Baidu Xiaoyu Zaijia
Tencent: Xiaowei
Launches Bixby
Google Home
supports shopping
Xiaomi Mi...
Beispiele weiterer Retailer und Brands, die Voice Shopping via
Partnerschaften mit Google und Amazon gelauncht haben
TRANS...
“Conversational commerce promises to
be a curator of services and experiences
that intelligently meet needs and engage
con...
VISUELLE SUCHE
02
VISUELLE SUCHE
@speaker#DMKwomen @companyTina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
Pause
DIE KUNDENREISE BEI DER VISUELLEN SUCHE
?
!
Collect
Learn
Compare
Surprise
Browsing
Social Media
@speaker#DMKwomen @...
DA FEHLEN EINEM
DIE WORTE ...
@speaker#DMKwomen @company
VERSUS
Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen....
DIE TECHNOLOGIE DAHINTER IST
BEREITS TEIL UNSERES ALLTAGS
@speaker#DMKwomen @company
VERSUS ADS
Tina Nord, Kathleen Jaedtk...
BILDERSUCHE
Via text input
Texteingabe “Abendkleid” in Google
Bildersuche..
UMGEKEHRTE BILDERSUCHE
Das Bild (oder dessen U...
VISUELLE SUCHE IST
@speaker#DMKwomen @company
BILDER SIND ALLTÄGLICHER
BESTANDTEIL DER KUNDENREISE.
NUTZER INTERAGIEREN ME...
Google Home Multi
User Support
Baidu Xiaoyu Zaijia
Tencent: Xiaowei
Launches Bixby
Google Home
supports shopping
Xiaomi Mi...
@speaker#DMKwomen @companyTina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
● VISUELLE SUCHE ERLEICHTERT DIE
KAUFENTSCHEIDUNG IM SUPERMARKT
@speaker#DMKwomen @company
CONVERSION
OPTIMIERUNG FÜR
VISUELLE SUCHE
Interne Suchergebnisse
optimieren
Positive und negati...
@speaker#DMKwomen @company
13
VIDEO
https://www.youtube.com/watch?v=iz2-X5pNUzE&t=26s
Tina Nord, Kathleen Jaedtke#DMKwomen...
FRAGEN?
Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
DANKE!
@speaker#DMKwomen @companyTina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
DMKwomen 2018 Sprach- und visuelle Suche: Wie aktuelle Trends das Kundenverhalten revolutionär beeinflussen
DMKwomen 2018 Sprach- und visuelle Suche: Wie aktuelle Trends das Kundenverhalten revolutionär beeinflussen
DMKwomen 2018 Sprach- und visuelle Suche: Wie aktuelle Trends das Kundenverhalten revolutionär beeinflussen
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DMKwomen 2018 Sprach- und visuelle Suche: Wie aktuelle Trends das Kundenverhalten revolutionär beeinflussen

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Veröffentlicht am

Tina Nord Content Strategin & Kathleen Jaetke Content Marketing Managerin Zalando

Erfahre in diesem 25-minütigen Webinar:

- Warum wir aufhören sollten zu suchen und anfangen zu finden
- Wie die Kundenreise entlang der visuellen Suche aussieht
- Tipps zur Conversion Optimierung für die visuelle Suche

Veröffentlicht in: Marketing
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DMKwomen 2018 Sprach- und visuelle Suche: Wie aktuelle Trends das Kundenverhalten revolutionär beeinflussen

  1. 1. SPRACH- UND VISUELLE SUCHE: WIE AKTUELLE TRENDS DAS KUNDENVERHALTEN REVOLUTIONIEREN Kathleen Jaedtke Content Marketing Managerin, Autorin, Speakerin @KathleenJaedtke Tina Nord Content Strategin, Autorin, Speakerin @NordT2 Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  2. 2. SPRACHSUCHE 01
  3. 3. TEXTSUCHE IST ZEITAUFWENDIG … Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  4. 4. WARUM IST ES SO SCHWIERIG, ONLINE ZU FINDEN? Aa Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  5. 5. WARUM HÖREN WIR NICHT AUF ZU SUCHEN UND FANGEN AN ZU FINDEN? Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  6. 6. @speaker#DMKwomen @company FEATURED SNIPPETS Position Null ist der Schlüssel zum Erfolg Longtail Keywords stehen im Fokus Ladegeschwindigkeit Denke nicht nur an Google Nutzertests und Recherche sind unverzichtbar SO IST DEINE WEBSITE BEREIT FÜR SPRACHSUCHE 13 Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  7. 7. Google Home Multi User Support Baidu Xiaoyu Zaijia Tencent: Xiaowei Launches Bixby Google Home supports shopping Xiaomi Mi AI Speaker Google Home becomes transactional with Walmart (US) Alibaba Tmall Genie X1 Amazon Echo Plus Sonos One Finder Google Home Max Google Home Mini Pixel Ear Buds Cortana, Alexa, Google Assistant Apple HomePod VOICE 2017 Q2 Q2Q3 Q4 2018 Facebook PortalGoogle Image Search with similar Items Amazon Echo Look Amazon Echo Show Pinterest Lens becomes transactional with Target (US) Ebay Visual Search "Find it on ebay" Google Manhattan (Voice + screen) Google Lens Amazon Glasses Amazon Echo Spot Pinterest Lens VISUAL 2017 2018 VOICE + VISUAL = AI driven, conversational, contextual journey Q2 Q2Q3 Q4 Asos Visual Search in App FINDEN 2017 UND 2018 VOICE + VISUAL Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai Magenta Smart Assistant
  8. 8. Beispiele weiterer Retailer und Brands, die Voice Shopping via Partnerschaften mit Google und Amazon gelauncht haben TRANSAKTIONEN DURCH SPRACHSUCHE @speaker#DMKwomen @company HEY GOOGLE, FÜGE SCHOKOLADE ZU MEINER WALMART SHOPPING LISTE HINZU. ALEXA, BEAUFTRAGE OCADO DAMIT, KAROTTEN ZU MEINER BESTELLUNG HINZUZUFÜGEN. HEY GOOGLE, BUCHE EINEN TERMIN BEIM SEPHORA SPA. Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  9. 9. “Conversational commerce promises to be a curator of services and experiences that intelligently meet needs and engage consumers emotionally — anytime, anywhere.” - Capgemini Digital Transformation Institute, Conversational Commerce Survey Capgemini Digital Transformation Institute, Conversational Commerce Survey @speaker#DMKwomen @companyTina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  10. 10. VISUELLE SUCHE 02
  11. 11. VISUELLE SUCHE @speaker#DMKwomen @companyTina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  12. 12. Pause DIE KUNDENREISE BEI DER VISUELLEN SUCHE ? ! Collect Learn Compare Surprise Browsing Social Media @speaker#DMKwomen @company Produkt entdecken Screenshot des Produkts Wiedervorlage Screenshot Ankerpunkte für Suche Entscheidung, wo gesucht wird Erfolglos Entdecken der Produktseite Warenkorb Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  13. 13. DA FEHLEN EINEM DIE WORTE ... @speaker#DMKwomen @company VERSUS Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  14. 14. DIE TECHNOLOGIE DAHINTER IST BEREITS TEIL UNSERES ALLTAGS @speaker#DMKwomen @company VERSUS ADS Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  15. 15. BILDERSUCHE Via text input Texteingabe “Abendkleid” in Google Bildersuche.. UMGEKEHRTE BILDERSUCHE Das Bild (oder dessen URL) als Sucheingabe. Hochladen eines Bildes auf TinEye. VISUELLE SUCHE Pixel-zu-pixel Vergleich zwischen Bildern, um ähnliche Bilder zu identifizieren. Mobiltelefon-Kamera als Suchmaschine, zum Beispiel Google Lens. Ex Ex Ex A Es gibt 3 Arten der Bildsuche: 13 @speaker#DMKwomen @companyTina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  16. 16. VISUELLE SUCHE IST @speaker#DMKwomen @company BILDER SIND ALLTÄGLICHER BESTANDTEIL DER KUNDENREISE. NUTZER INTERAGIEREN MEHR MIT BILDERN ALS MIT TEXTEN. BILDER HELFEN KUNDEN INSPIRATION INKAUFENTSCHEIDUNGEN ZU VERWANDELN. Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  17. 17. Google Home Multi User Support Baidu Xiaoyu Zaijia Tencent: Xiaowei Launches Bixby Google Home supports shopping Xiaomi Mi AI Speaker Google Home becomes transactional with Walmart (US) Alibaba Tmall Genie X1 Amazon Echo Plus Sonos One Finder Google Home Max Google Home Mini Pixel Ear Buds Cortana, Alexa, Google Assistant Apple HomePod VOICE 2017 Q2 Q2Q3 Q4 2018 Facebook PortalGoogle Image Search with similar Items Amazon Echo Look Amazon Echo Show Pinterest Lens becomes transactional with Target (US) Ebay Visual Search "Find it on ebay" Google Manhattan (Voice + screen) Google Lens Amazon Glasses Amazon Echo Spot Pinterest Lens VISUAL 2017 2018 VOICE + VISUAL = AI driven, conversational, contextual journey Q2 Q2Q3 Q4 Asos Visual Search in App FINDEN 2017 UND 2018 VOICE + VISUAL Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai Magenta Smart Assistant
  18. 18. @speaker#DMKwomen @companyTina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  19. 19. ● VISUELLE SUCHE ERLEICHTERT DIE KAUFENTSCHEIDUNG IM SUPERMARKT
  20. 20. @speaker#DMKwomen @company CONVERSION OPTIMIERUNG FÜR VISUELLE SUCHE Interne Suchergebnisse optimieren Positive und negative Filter Nutze maschinelles Lernen Personalisierung Visuelle Navigation 13 Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  21. 21. @speaker#DMKwomen @company 13 VIDEO https://www.youtube.com/watch?v=iz2-X5pNUzE&t=26s Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  22. 22. FRAGEN? Tina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai
  23. 23. DANKE! @speaker#DMKwomen @companyTina Nord, Kathleen Jaedtke#DMKwomen lernen-wie-maschinen.ai

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