“We Don’t Want To Learn Tech, We Want It To Learn Us:” Microsoft Search Segment Lead

“We Don’t Want To Learn Tech, We Want It To Learn Us:” Microsoft Search Segment Lead
SHARE
THIS



As consumers increasingly trust technology – primarily via smartphones – to educate them and drive them to purchase it appears they’re also happy to turn the decision making over to the actual device itself, too.

Put simply, with the myriad of information available online, we humans appear increasingly comfortable with the idea that it’s the tech leading the shopper rather than the other way around

That’s the view of Chris Wallington (pictured below), SMB advertising business lead for Microsoft’s search advertising in Australia and New Zealand.

chris_headshot_small_400x400

Wallington – a search specialist – says there’s simply so much information online that consumers can be left feeling a little bamboozled by it all. Instead, he says, we time-poor humans increasingly want and trust our devices to cull the stuff we don’t want and recommend choices we do.

“We don’t want a barrage of information or a list of links, we expect more from our technology,” Wallington told B&T.

He says of our devices, “we don’t want to learn it, we want it to learn us. Where we are, who we are, what we’re thinking, even what we should be thinking.

“We want predictive, personal results. The ability of Cortana (Microsoft’s Siri) to learn and understand ‘future intent’ in addition to being an expert in ‘current intent’ and that creates speed and value in our day when completing tasks,” he says.

When it comes to search, particularly search on mobiles, Wallington says people want the information quickly and with a minimal of fuss. We’re in our cars, on the bus, already in-store and “30 per cent of smartphone users want to make a purchase within the hour,” he adds.

And if you’re in the search business then it’s imperative you offer a ‘click to call’ action. Wallington cites research by global market research firm Ipsos that found 61 per cent of respondents nominated it “as most important in the purchase phase of the shopping process”.

Wallington adds: “Click to call and advanced call tracking and analytics from Bing Ads provide advertisers with the insights they need to include leads from phone calls into ROI calculations.”

And if customers are searching your product or store then there’s a very high chance it will lead to purchase. A 93 per cent chance, Wallington says.

“Most purchases still happen in physical stores,” he says, “and increasingly mobile consumers are using their smartphones to facilitate in-store shopping and it’s not as bad a thing as many advertisers had originally feared.

“In fact, 80 per cent of those who use their phones in-store also purchase in-store,” Wallington adds.

And your customer’s not just searching store location, product and price comparisons. Wallington says it will also likely be user reviews, be that through their own personal social media networks or more universal, public review sites such, as say, a Concrete Playground or a Trip Adviser which “creates validation when evaluating purchases and reduces potential post purchase dissonance.”

Wallington concludes: “Bing provides a number of annotations for advertisers including social networks such as Twitter and review extensions as part of its SEM offering.”

Please login with linkedin to comment

Advertising Standards Bureau Apple Collaboration einsights I Quit Sugar ibisworld Salvation Army suppertime

Latest News

“We’re In Big-Bang Readiness”: Flight Centre To Ramp Up Media Buying Activity
  • Advertising
  • Marketing
  • Media

“We’re In Big-Bang Readiness”: Flight Centre To Ramp Up Media Buying Activity

Flight Centre Travel Group is anticipating some of its biggest years of growth as Australia’s vaccination rollout gains momentum, travel restrictions ease and international borders start re-opening. With travel industry leaders forecasting unprecedented demand for both domestic and international travel as the world moves into a phase of post-COVID management, Flight Centre Australia general manager […]

Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]

Herd MSL Announces Foxtel Account Win
  • Advertising
  • Marketing

Herd MSL Announces Foxtel Account Win

Comms agency Herd MSL announces Foxtel win. Forgoes office party poppers on account of the new $1300 Dyson cordless vac.

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution
  • Technology

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution

DoubleVerify has today announced enhancements to its brand safety and suitability solution that include the introduction of DV’s Brand Safety Floor as a turnkey option, extending Brand Suitability Tiers on YouTube, and more. Available to both advertisers and publishers since January 2021, Brand Suitability Tiers allow brands to align suitability settings with their own unique standards, […]

Aimee Buchanan Lands GroupM CEO Job
  • Media

Aimee Buchanan Lands GroupM CEO Job

Aimee Buchanan quits OMD to take up GroupM CEO role. Leaving gift ideas include mounted moose head & ALDI traffic cones.

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’
  • Marketing

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’

Andrew Piccoli spent his career overseeing some of Australia’s most memorable ad campaigns. Now, he has turned his attention to a particular area of passion: children’s literature. Now retired, Piccoli spent the COVID-19 lockdown writing the story of Dexter the Dahu for children aged between five and nine. He has donated a copy of the charming […]