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UK Search Advertising Lead, Microsoft

Unlocking the Potential of Search

James Murray

On The Edge Live, 3 July 2014

@james3murray

The future is being inhibited by a lack of imagination

Our expectations of search are low

My bad search experience

We've finished the designs, but that's just one step on the journey of making a product. Check back for updates on manufacturing.

Non-slip step aerobics equipment

“step slide toy” Great kids garden slide sets

“indoor slide for stairs” Whee! Clever fold-up mat turns stairs into slide

“SlideRider Amazon”

“step slide”

“SlideRider”

Slip ‘N’ Slide SurfRider

Thinking beyond the search bar

Search is a barometer of intent

Source: Bing Ads Intelligence tool. Top 50 UK search queries starting with the word ‘why’ ranked by volume of searches May 2014. Word cloud created in Tagxedo.

Context is king, not content

Emotional

Social

Environmental

External

We’re still in the age of information hunter

gatherers

Your customers aren’t the people who need you

They’re the people who download

you

We’ve domesticated speling

Domesticating information at the point of intent

Do you want go and see War on Drugs at the KOKO next week?

My friend has pulled out and I have a spare ticket.

Facebook – 1.28 billion active users

Email – 300 billion sent a day

Twitter– 177 million tweets a day

whatsapp – 64 billion messages a day

Super apps – be where people are

All figures are global and correct as at June 2014. Sources: http://www.socialmediadd.com/Articles.asp?ID=248http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/#.U43TTqxOWpohttp://www.dailymail.co.uk/sciencetech/article-2595271/Pride-fall-WhatsApp-boasts-record-breaking-message-numbers-24-hours-service-goes-down.htmlhttp://email.about.com/od/emailtrivia/f/emails_per_day.htm

Search without searching

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SO WHAT?SO WHAT?

I want a holiday in Canada

Here’s some things we need to think about

Resolve intent where it first occursUnderstand the context of our intentionsDomesticate the knowledge supplyConnect value providers with value customers

© 2014 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

UK Search Advertising Lead

James Murray

jamurray@microsoft.com

@james3murray