Content in conversation - Content Marketing Association - CMA Digital Breakfast - 10th October 2017
Transcript of Content in conversation - Content Marketing Association - CMA Digital Breakfast - 10th October 2017
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Content in conversation
1 0 O C T O B E R 1 7
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B3
“Today’s hyper-empowered, tech-augmented consumers
are increasingly in control of the branded messages they
receive and how they shop for brands.”
https://www.thinkwithgoogle.com/consumer-insights/unilever-consumer-marketing-segmentation/
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B3
“50% of all searches will be voice searches by 2020”
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“People don’t think of Amazon as search, but if you are looking for something to buy,
more often than not you are looking for it on Amazon.”
Eric Schmidt
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http://uk.businessinsider.com/amazon-tops-list-for-millennials-must-have-app-charts-2017-8
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Half-right
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…really we’re all just @rachel_weber10
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60 million people Googled for
cars on AutoTrader in July 2016
AutoTrader
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50 million people Google for
flights on Skyscanner every month
partners.skyscanner.net/travel-insight
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What about people who Google for flights on Google?
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An early attempt –
The ultimate guide to cruising
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*The* search engine for cruise information in 2013
web.archive.org/web/*/cruise.co.uk
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Making information more accessible…2013 style
virginholidayscruises.co.uk/cruise-guide
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We built it for SEO
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…but search for “drinks packages”…
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Wouldn’t the results below the fold have been better?
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“Alexa, ask Virgin Holidays what drinks packages
are available on Celebrity Equinox”
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B3
2.41%
5.45%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Non-site search users Site search users
Average conversion rateNon site search users vs. site search users
https://www.branded3.com/blog/site-search-generates-3-times-as-many-conversions/
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B3
Turn on site search analytics
Click
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B3
Turn on site search analytics
Click
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B3
Turn on site search analytics
Make sure this is checked
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B3
Find your report
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B3
Build a knowledge database
Use:
1. Analytics
2. Conversations with your call centre(s)
3. User surveys
4. Keyword research
To:
Create a database of questions customers want answers to
Create an inventory of answers
If you want to be lazy…
…use keyword research for wording and rank-check to find relevant pages.
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B3
“Two key characteristics of today’s consumer:
immediacy and relevance.”
I N T H E F U T U R E , B U I L D B R A N D S I N S E G M E N T S O F O N E .
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B3
Build a chatbot / Alexa Skill
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B3
https://www.geekwire.com/2016/age-alexa-amazon-echo-sales-pace-first-year-iphones/
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B3
The Bot platform ecosystemAND THE EMERGING GIANTS
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B3
TitleSUB HEADING
https://www.oreilly.com/ideas/infographic-the-bot-platform-ecosystem
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B3
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B3
https://techcrunch.com/2017/07/03/amazons-alexa-passes-15000-skills-up-from-10000-in-february/
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B3
Natural language CX
SEARCH
Customers typically show one of three intents
• Research your products and services
• Lookup a specific file or document
• Navigate sitemap e.g. login
RESPONDER AI
Customers have a direct questionand expect a good answer
• Simple example is an FAQ
• Most chatbots and Alexa skills are at this level today
CONSULTATIVE AI
Customers require specific advice or want to achieve a goal
• Requires a complex conversational interaction
• AI can automate this but typically hard-coded today
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B3
Example interactions
SEARCH
> fund fact sheet
> fixed rate mortgage
> login page
RESPONDER AI
What is APR?
CONSULTATIVE AI
Am I eligible for your fixed rate mortgage?
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B3
Voice search is no different to
search using text
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B3
Can your content be found
without navigation?
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B3
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Sources
https://www.thinkwithgoogle.com/consumer-insights/unilever-consumer-marketing-segmentation/
https://www.autotrader.co.uk/
https://partners.skyscanner.net/insights/travel-insight
https://trends.google.co.uk/trends/explore?date=today%205-y&q=cheap%20flights,skyscanner
https://www.branded3.com/blog/track-internal-site-search-using-google-tag-manager/
http://the-cma.com/case-studies/virgin-holidays/
https://www.branded3.com/blog/google-voice-search-stats-growth-trends/
https://www.slideshare.net/mikejeffs/ok-google-siri-alexa-cortana-can-you-tell-me-some-stats-on-voice-search
https://www.geekwire.com/2016/age-alexa-amazon-echo-sales-pace-first-year-iphones/
https://www.oreilly.com/ideas/infographic-the-bot-platform-ecosystem
https://techcrunch.com/2017/07/03/amazons-alexa-passes-15000-skills-up-from-10000-in-february/
https://www.solstice.com/our-labs