With Consumers Exposed To 600 Messages A Day, Getting Search Right Rules For Marketers
Nothing has revolutionised the marketing landscape more in recent times than the smartphone. But as marketers continue to realise its value, it’s getting tougher to get your brand’s message heard in an increasingly noisy market.
According to research by Microsoft, consumers can be exposed to as many as 600 messages or signals a day from brands hunting ears, eyeballs and, ultimately, wallets and purses.
Chris Wallington (pictured above), Segment Lead for Microsoft’s Search Advertising in Australia and New Zealand, says this combination of both push and pull signals can overwhelm consumers and waste marketing dollars.
Thankfully, Wallington says, search has fundamentally moved on from just “10 blue links on the page”.
He adds: “Information is not what it used to be. The way we think about it has changed; the information we get, the way we access it, the way we consume it and the way we search for it has changed.”
Wallington is a committed advocate of the idea that our technology should “learn us”, it should know “where we are, who we are, what we’re thinking, even what we should be thinking.”
And the technology’s already here – Cortana, Siri, Bing, Google – allowing users to speak a command and get the right response, feedback and results.
“Technology is delivering marketers the right message to the right audience at the right time. At the same time search is becoming more intelligent and predictive, gathering signals closer to consumers’ end action and intent, anticipating what they want next and being where they are no matter what device they use.”
Search as a medium plays across the consumer decision process, allowing individuals to cut through the clutter and get to the information they want and need.
“It will continue to play an active role and create efficiencies in task completion based on intent. Personal digital assistants such as Cortana continue to drive the evolution of search and the task completion experience,” says Wallington.
He uses the simple example of choosing to see a movie. We’re already using search for the basics (times and tickets) and complimentary experiences using suggestions such as transport options or nearby venues for dinner or drinks. But search also provides a point of validation through reviews, social media (what friends and family thought of the film), and by learning about our behaviour search can evaluate alternative options based on our past viewing habits and experiences.
“The search experience will learn what you like, where you choose to make a purchase, understand how you prefer to pay in a given situation and what you might like to do next”.
To enable these experiences the future of search is totally dependent on data. “Data is evolving; as it powers intelligent machine learning, which in turn, delivers increasingly better experiences.
Put simply, it delivers a far better experience and the right outcomes for the consumer.”
When we talk about data, it’s hard not to think about our privacy at the same time. People want a better experience, but privacy remains ever important to consumers. Consumers need the ability to understand and control their privacy options, make meaningful choices about how and why data is collected and used. As marketers there is a responsibility to ensure consumers have the information they need to make the choices that are right for them,” he says.
Ultimately, the growing quantity and quality of data intelligence improves the decision making experience. So while your customers (who are spoiled for choice in this day and age) might be receiving 600 messages a day, when digital search is done well, it should cut through the clutter with relevant messages that invoke desired actions. Search should be the first tool in the kit-bag of any savvy digital marketer.
Please login with linkedin to comment
Advertising Standards Bureau Apple Chris Wallington einsights GOFB ibisworld suppertimeLatest News
“The Bulls**t-ometer Will Be On Full Alert”: B&T Awards Live Judge William Leach Shares His Tips For Finalists
B&T Awards judge William Leach is on the lookout for "bullshit". Hopefully he doesn't read our daily newsletter then.
Spikes Asia Appoints Jenny Lau As Events Director
Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia. Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Expands Executive Leadership Team
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]
GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business
GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]
Glow Survey Finds: Consumers Want FMCG Sector To Tackle Plastic Waste & Packaging
B&T encourages FMCGs to tackle plastic waste, except when it comes to tarpaulins, cling wrap or novelty fake dog poo.
IntelligenceBank Ranks No.1 In G2 Digital Asset Management Relationship Index
IntelligenceBank nabs prestigious industry award that sadly comes with neither sash, tiara or swimsuit competition.
New National Association For The Visual Artists Campaign Gives Visual Artists A Shot At Recovery
Today, the National Association for the Visual Artists (NAVA) launched a new campaign, Sit For An Artist, urging everyone who is e
Revolution360 Wins Sydney Trains Contract For Bespoke Assets
Street Poster and OOH provider Revolution360 has been awarded a 7+ year contract with Sydney Trains for its bespoke road-facing advertising assets.
“Leading By Example Is One Of The Most Powerful Things Brands Can Do!” Gumtree’s Erin Holt On How Sustainability Drives Customers
It's top branding tips from Gumtree’s Erin Holt. Who can also get you a top deal on a slightly worn leather recliner.
Why Microsoft Searches For Insurance Have Lifted During COVID (And How This Affects Advertisers)
Study finds searches for insurance are on the up. And here's B&T thinking it would've been Lil Nas X or Emmy frocks.
LinkedIn Names Thinkerbell One Of The Top Aussie Start-Ups In New Study
Gnomes R Us and Haggis-In-A-Cup conspicuous by their absence in LinkedIn's list of hot new start-ups.
72andSunny Strengthens Team With Four New Hires Across Strategy And Creative
72andSunny ups the team with four new hires. Could've even been five if that unsuccessful pitch had gone the other way.
Seismic Announces New Zealand Partnerships To Empower Businesses And Workers
Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]
Fake Funeral Home’s “Don’t Get Vaccinated” Ad Turns Out To Be Best Pro-Vax Ad Ever!
If only AstraZeneca & Pfizer scientists could manage to distil their products into an M&M-like sugar-coated confection.
ABC News Breakfast Experiences Literal On-Air Wobble As Earthquake Hits Victoria
"Did the earth move for you?" gags doing the rounds after today's earthquake. Unless you actually did get laid, that is.
The Inspired Unemployed Launch Their Own Podcast Via Spotify
Are The Inspired Unemployed making money from their new podcast? If so, is it being declared to Centrelink, B&T poses?
Diversity Is Good For The Bottom Line, So Why Isn’t Anyone Listening?
No one's a greater advocate for inclusion than B&T. Hell, we even have Adelaidians on staff as proof we'll take anyone!
Tuesday TV Wrap: Masked Singer Reveal Falls From Monday As Pavlova Is Uncovered
Know who'd make terrific contestants on The Masked Singer? Henry the Octopus or Mr Blobby.
Ray White Goes In-House For New “Proudly” Campaign Just In Time For Spring Selling Season
If anything, at least real estate house inspections provide an opportunity to laugh at your neighbour's appalling decor.
Channel Seven Reporter Attacked With “Urine” While Reporting!
When they're charging you a $350 call-out fee to arrive a week late, it beggars why these tradies are so angry.
Beer Brand Roasts The High Cost Of Advertising, Instead Pays Drinkers To Plaster Their Home With Its Ads
When it comes to nuclear submarines, Mars Rovers and warped celebrities, America has no peers. Less so with beer.
JCDecaux Unveils Mass Digitisation Plans After Snaring Sydney Trains Advertising Contract
JCDecaux wins Sydney Trains contract. Rather than ads, B&T would prefer to see repeats of I Dream Of Jeannie or ALF.
The Lab Expands Executive Team With Three Promotions
The Lab expands executive team who can now look forward to spending more time in totally pointless executive meetings.
Like It Or Not, TikTok Has Become A Crime Solving App
In the absence of Batman and Robin, it appears Commissioner Gordon can now rely on TikTok to fight the baddies.
InMoment Appoints Eric Weight As Vice President Of Solutions Consulting For APAC
A handy batter, Eric Weight is the perfect addition for InMoment as the office cricket team prepares for a tough summer.
Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
Wunderman Thompson Releases Adland’s Roadmap For The Metaverse
Much like how one can always manage to lose individual socks, the metaverse remains one of the great modern mysteries.
SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]
