Customer Experience, Voice Search and Digital Assistants: How AI is Changing the Way We Engage
•
1 gefällt mir•99 views
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.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Ähnlich wie Customer Experience, Voice Search and Digital Assistants: How AI is Changing the Way We Engage
Ähnlich wie Customer Experience, Voice Search and Digital Assistants: How AI is Changing the Way We Engage (20)
Mehr von Hanapin Marketing
Mehr von Hanapin Marketing (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Customer Experience, Voice Search and Digital Assistants: How AI is Changing the Way We Engage
- 1. Customer Experience, Voice Search, and Digital Assistants: Purna Virji | Senior Manager of Global Engagement How AI is Changing the Way We Engage
- 2. @PurnaVirji
- 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. @PurnaVirji “When you play the game of thrones, you win or you die. There is no middle ground.” – Queen Cersei Lannister
- 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. @PurnaVirji
- 9. @PurnaVirji
- 10. @PurnaVirji
- 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/
- 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
- 22. @PurnaVirji
- 25. @PurnaVirji 1. Broad Match: Turning a villain into a hero
- 29. @PurnaVirji With natural language becoming more common, we’re even seeing typed queries getting longer.
- 30. SEMRush data shows a slow but steady change @PurnaVirji Source: SEMRush Data, North America from March 2017- March 2019
- 32. @PurnaVirji Every day, roughly 30% of queries coming to the Bing Network contain new terms.
- 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.
- 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. 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
- 43. @PurnaVirji
- 44. @PurnaVirji
- 45. Think of the nuances and different scenarios @PurnaVirji - Voice only - Voice + Screen (same) - Regular SERPs - Voice + Screen (different)
- 46. @PurnaVirji
- 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. @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. 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.
- 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. @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)
- 54. Custom audiences to reach: @PurnaVirji
- 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
- 57. @PurnaVirji
- 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
- 62. @PurnaVirji
- 69. @PurnaVirji
- 70. 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
- 71. - 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
- 72. 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
- 73. 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
- 79. @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