The Future of Search

The Futureof Search

Search will exist everywhere

1

As every device becomes connected so every device becomes search enabled.

CATEGORY BRAND FUNCTION

AUTOMOBILESToyota, Mercedes, Ford, BMW, Tesla, Hyundai, Audi, etc.

Search directions, start, lock/unlock, control music and lighting and temp,directions

TV & ENTERTAINMENT

Samsung, LG, TiVo, Dish, Comcast, Fire, Chromecast, Apple TV

Search content, record, change channel, on/off, volume, play program

APPLIANCESLG, GE, Bosch, Kenmore, Jenn Air, Frigidaire, Whirlpool

Search products, set timers, change temperatures, check status of loads

WEARABLES Bose, Jabra, Apple, SUGR, Intel (smart glasses)

Search directions, control wireless headphones, answer/make calls, change music

HOME SECURITY Canary, D-Linklock/unlock, open/close garage, view camera footage, set alarm

AMBIENT HOME Nest, Philips, GE, Wemo control temp, lighting, lift/close shades

SMALL ELECTRONICS

HP Printer, Gourmia Kitchen Machine, Mr. Coffee, Ubtech Lynx Robot, iRobot

check status, on/off, print, make coffee, set timers

BATHROOM Kohler Numi Toilet, VerderaMirror, Moen Shower

Search calendar, search diary, flush, lift/close seat, water temp

200m smart speakers are driving the search installed base

Apple Siri GoogleAssistant

Google Home/Mini Amazon Echo,

Dot, ShowAppleHomepodDevice

Assistant

Results

Amazon Alexa

MicrosoftInvoke

Microsoft Cortana

Source: Statista

Units Shipped Worldwide (Millions)

0

2000

4000

6000

8000

10000

12000

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024

Desktops / Tablets Mobiles Other Connected Devices

Mobile <50% of

connecteddevices

Search will be more conversational

2

1Bn+ Voice Searches Per Month

Source: Wordstream - 2018

–

Why is voice is rising in importance

Of searches have voice input

by 2020

Of searches have never been

seen before

Average number of words used in a voice query Vs 3 in

a text query

Of queries have purchase intent

50% 15% 9 25%

Voice changes the purchase path

”Order new glass cleaner”

“Our top seller is Mr Glass Cleaner, ¢8.67. Would you like to order it?”

“The last time you ordered glass cleaner, it was Super Shine Glass cleaner, ¢8.67.

Would you like to order it again?”

“The last time you ordered glass cleaner, it was Super Shine Glass Cleaner, ¢8.67, but

it’s not in stock. Would you like me to recommend another top selling brand

ORDER HISTORY

NO ORDER HISTORY

“YES”ORDER HISTORY NO STOCK

“NO”

From now on technology makes the choice on behalf of the consumer

60%

35%

5%

2nd

3rd

4th

Top prime

Top non-prime

If there is no related shopper history or Amazon Choice available, Alexa recommends top 2 Prime ranking products.

If none of the above applies Alexa recommends the top non-Prime products.

If there is no related products in the shopper history then Alexa recommends an Amazon Choice product.

Search will be more personal

3

Personalised search results

The personalisation tipping point has arrived in paid search

2000 2013 2014 2015 2016

Remarketing Demographics Customer match Similar audiences

2017

In market

2018

AffinityHousehold income

Life events

2019

LinkedIn Targeting

Keyword

Why are audiences important for Paid Search?

Reduce wastage

Mitigate rising CPCs

Improve conversion

Search personalisation requires a clear data strategy

Nothing about the user Who they are What they’re actively

researching/planning

How they’ve interacted with

Brand.com

Unknown

What their interests and habits are

Demo & Detailed Demographics Affinity In-Market

RLSA, Customer Match & Similar

Audience

UNKNOWN INFERRED AUDIENCES KNOWN

PERFORMANCE IMPROVEMENTS

0%

10%

20%

30%

40%

50%

60%

70%

80%

20182015 2016 201720142013

Successful brands operate >50% audience depth

71%

2019

Search will be more visual

4

62% of younger consumers want visual search as part of their shopping

experience

Source: eMarketer US 2018

SearchEngine

Text

Image

Video

News

Maps

ProductsO

UTPU

TText

INPU

T

Text

Image

Voice

Audio

Video

Sensor

SearchEngineIN

PUT

OU

TPUT

Text

Image

Voice

Audio

Video

News

Maps

Products

AR

VR

360 Image

Interactives

Integrated visual search drives key metrics

Pages per session up 135%

Conversion rate 100% higher

AOV 12% higher

People who use the visual search

function

Visual

Personal

Conversational

Ubiquitous