21/09 What's Next Média : Le search fait sa mue

#WELCOME

#WhatsNextMedia

@DigitasLBi_FR#WhatsNextMedia


Adrien Masson

François Loviton

Tatiana Jama

Lorenzo Wood

Fréderic Marty-Debat

Jérémy Querrec

Marie Nossereau

Today’sspeakers…


Marie Nossereau

DigitasLBi

Head of Strategic Planning

Adrien Masson

Amazon

Head of Agency

A d r i e n M a s s o nH e a d o f A g e n c i e s

What’s Next ?

What changed Inthelast10years ?

8

The linearcustomerjourney

4

TheInternetenabledsearch ande-commerce

6

Kenshoo surveyof3,100consumersfromtheUS,UK,GermanyandFrance,2017

56%LookonAmazonfirstbeforeanyotheronlinesite

72%WillvisitAmazontoprepareapurchase

22%Won’tlookanywhereelseiftheyfindtherightproductonAmazon

26%WillcheckAmazonbeforepurchasingwhenvisitingaphysicalstore

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What’s going to change Inthenext 10years ?

8

What’s NOT going to change Inthenext 10years ?

9

Price Selection Service

10

Thehumanvoiceisapowerful,perhapsthemostpowerful,mechanismforcontrollingtheworldaroundus.And,

moreimportantly,speakingisabehaviorthatdoesn’trequireausermanual.

“

”12

A L E X A , E V E R Y W H E R E

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Challenge: Shift customer perceptions for the established Philadelphia brand of over 75 years

Solution:Associate the brand to innovation through the use of an Alexa skill shortly after the UK Amazon Echo release in October

Philadelphia cream cheese case study

Results:Increases in brand favourability and purchase intent over

10x the benchmarks for CPG brands

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The campaign reached an audience through cross-screen media on and off Amazon, including prized homepage placements.

The campaign incorporated a custom landing page, Amazon exclusive devices like Fire TV and Fire tablet and an innovative Alexa skill.

Reach of 13M+ unique users in the UK over 6 weeks

Increased brand favourability from 76% to 87%

Increase purchase intent from 69% to 85%

Over 100,000recipe e-books were downloaded

40%+ engagedwith all recipes on the page

Philadelphia cream cheese case study

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HOWTO GET STARTEDA strategic approach to every stage.

DEFINEStart By Asking

The Right Questions

OPTIMIZEListen & Optimize the

Experience

Whatareyourconsumersmostinterestedin?

Whataretheirneedsfromyourbrandorservice?

Whatwillsurprise&delightthem?

Howcanvoiceimpactyourconsumerjourney&helpyouachieveyourbusiness

goals?

Reviewandutilizeanalyticsandreviewstoenhancetheskill

Monitorreviewsandrespondtoconsumers&helpaddresstheirinterests/challengesinutilizingyourskill

D E P L O YDesign, Build &

Deploy Your Skill

Utilise ASK,webinars,documentation&skill

frameworksthatarereadilyavailabletoyou.

Collaboratewithapprovedvoicedevelopers&skillpartnersto

helpyoubuildandpromoteyourskill

Utilize3rdpartyservicestodefine,deploy&extend

yourskill

P R O M O T EMarket your Skill to Amazon customers

LeveragetheAMGpaidmediaopportunitiestopromoteyourskillacrossthefullAmazonadplatform

UtilizemerchandisingplacementsintheAlexaSkillsStoreandthroughEmailtomaximizediscoveryofyourskilltoAlexacustomers

DefineyourGoToMarketplan&utilizeyourownedchannelstopromoteittoyourcustomerbase.

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What’s NOT going to change Inthenext 10years ?

25

Thankyou

François LovitonGoogle

Retail Director

Proprietary + Confidential

L’ère de l’assistance

François LOVITONDirecteur Brands & Retail

Google France


Vous vous souvenez de 1998?


La personnalisation des réponses pour plus d’anticipation

*20% des requêtes sur mobile étaient des recherches vocales en 2016

(sur l’application Google Search, aux US)

Source : Google data, 2016

“Machine Learning is a core, transformative way by which we’re

rethinking how we’re doing everything”

– Sundar Pichai

Google TraductionNos progrès récents

sur Google Traduction

Google TraductionNos progrès récents

sur Google Traduction

Perfect translation

Human

Neural (GNMT)

Phrase-based (PBMT)

English>

Spanish

English>

French

English>

Chinese

Spanish>

English

French>

Spanish

Chinese>

Spanish

Translation model

Tran

slat

ion

qual

ity

Old: PBMT

New: GNMT

Exemple du Machine Learning sur Google Photos

Posez-lui des questions et donnez-lui des choses à faire. L'Assistant Google est là pour vous aider.

L’Assistant


AMBIANTE

Disponible partout,dans différents contextes

Une expérience fluideaccessible sur 100M+ devicesHOME

PIXELANDROID

iOS

DESKTOP

WEAR

AUTO

TV

VOCALE

AUGMENTÉE

Information Action

LA VOIX EST LE PROPRE DE L’ÊTRE HUMAIN

SPOKEN LANGUAGE100,000 yrs

WRITING5,000 yrs

PRINT575 yrs

TYPING150 yrs

TTS80 yrs

COMPUTERS70 yrs

SPEECHRECOGNITION

50 yrs

WORDPROCESSOR

40 yrs

INTERNET30 yrs

IVRS, VIRTUAL ASSISTANTS

& SMARTPHONES25 yrs

DICTATIONSOFTWARE

20 yrs

CHAT BOTS & A.I. ASSISTANTS

< 7yrs

LA VOIX EST LA PLUS RAPIDE

Mots / min

31 Mots / min

70 Mots / min

200

Source : https://fr.wikipedia.org/wiki/Mot_par_minute

La voix libère

Par oùcommencer ?

VUI ≠ GUIVoice User Interface ≠ Graphical User Interface

TENIR COMPTE DU CONTEXTE

3 GRAND BÉNÉFICESUTILISATEURS

Simplicité

Vitesse

Praticité

IMAGINEZ TOUTES LES SÉQUENCES DE DIALOGUES

CRÉER VOTRE PERSONNALITÉ

5 CONSEILSÀ GARDER EN TÊTE

Ne pascopier/coller sa GUI

Tenir comptedu contexte

Les 3 ingrédientsmagiques de la VUI

Ecrire des dialogues,en séquence

Définirune personnalité

C’EST MAINTENANT

OK Google, est-ce que tu m’entends ?

Tatiana JamaSelectionnist

CEO

VisualBotL’image connectée

Selectionnist connecte les images pour une expérience unique

see it buy it

flash it

Notre technologie de reconnaissance visuelle permet au lecteur d’identifier un produit sur une image et lui donne accès instantanément à un contenu digital ou une expérience unique

Reconnaissance d’images...

...sous la marque Selectionnist ...en marque blanche

L’image comme nouveau langage

Comment connecter ces images ?

25%

des photos prises avec un smartphone sont des photos “aide-

mémoire”

100 000

photos priseschaque seconde

en 2minutes

On prend plus de photos aujourd’hui

qu’il y a eu de photos prises pendant

tout le 19ème siècle

L’image connectée : différentes approches

QR Code Watermarking Deeplearning

Matchingd’images

Intégrationnative dans un

téléphone

Reconnaîtreune image sans l’avoir indexée

au préalable

Photo pré-enregistrée

Applications mobiles de reconnaissance d’images généralistes

Applications mobiles de reconnaissance d’images par verticale

Application mobile ?

50%

des détenteursde smartphonesdisent ne plus

télécharger d’applications

Téléphone saturé

Friction téléchargementd’application mobile

Pas de lecteur universelpour tout reconnaître

Intégration nativede la reconnaissance d’imagesau sein des mobiles

Reconnaissance d’images

QR Code

“Messagingis eating the world”

Un chatbot est un robot intégrant de l’intelligence artificielle, pouvant dialoguer comme un humain et hébergé sur les plateformes de messageries instantanées (Messenger, WhatsApp, WeChat, Skype).En 2015, l’utilisation de l’application de messagerie mobile a dépassé l’utilisation des réseaux sociaux (Business Insider, 2015).

des applications mobiles serontremplacées par des chatbotsdans les 5 prochaines années

80% 1,2 Md d’utilisateurs actifspar mois

Chatbot de reconnaissance d’images

+ = VISUAL CHATBOT

Physique & Numérique : 2 mondes, une relation fusionnelle

Visual chatbotFoire aux vins

Visual chatbotPackaging & Vitrine connectée

Visual ChatbotMag & Catalogues

Logique OmnicanalPrint / Mobile / Web

360°

Data Collecter

Face IDsur l’iPhone X Socratic Aipoly

TrueDepReconnaissance faciale

Une applicationqui fait les devoirs

à la place des élèves

Permet aux personnesaveugles et malvoyantes

de “voir”

Tatiana [email protected]

Lara Rouyrè[email protected]

VisualBotL’image connectée

Lorenzo WoodPublicis.Sapient

Chief Innovation Officer, Global

THE PUBLICIS GROUPE PERSPECTIVE

Total Search Suite is our proprietary collection of tools and methods for total search — PPC/SEM and SEO

Total Search Suite (TSS) – What Is It?

A brand new suite of proprietary total search (PPC/ SEM and SEO) tools and

methods

Total Search Suite

Audience Insights Campaign Builder

Keyword Discoverer Search Prioritiser

Content Explorer Search Forecaster

Media Pulse Search Dashboard

Total Search Lab is our proprietary approach to keeping our clients, employees and agency ahead of the marketplace in Total Search understanding, usage and performance

Total Search Lab (TSL) – What is it?

DigitasLBi's proprietary offering, designed to keep our clients, employees and agency ahead of the marketplace in Total Search understanding, usage and performance.

Google ad changes

Google extended ads

Google Similar Audiences for Search

Facebook link charging

Google TV ad templates

Google notifications while driving

Google Shazam-like patent

ª Marketing to machines

ª Contextual conversation

ª What if your customer’s best friend is a machine?

Black slide

“I need to refer one of my patients to a GI motility specialist here at Boston Children's Hospital and don't remember who is part of that group, I know a couple but am sure there are more that I can't think of and I want to get my patient in as soon as possible, can you please get me a list of all the GI motility specialists atBoston Children's Hospital”

“I need to refer one of my patients to a GI motility specialist here at Boston Children's Hospital and don't remember who is part of that group, I know a couple but am sure there are more that I can't think of and I want to get my patient in as soon as possible, can you please get me a list of all the GI motility specialists at Boston Children's Hospital”

We’re talking about a specific patient Declaration of current knowledge

Context is the admissions process This request is urgent

Black slide

Emotion detection

Companion robots

Paro Seal

Cutii by Yummi

Parihug

Mi Bunny Storyteller

Listnr

Toyota Concept-愛i (2ʹ30ʺ)

RECAP

TOTAL SEARCH SUITE TOTAL SEARCH LAB ON THE HORIZON

ª Total Search Suite is our proprietary collection of tools and methods for total search — PPC/SEM and SEO

ª Powered by our IDIOM data platform

ª Gives our clients the edge in search marketing operations

ª Total Search Lab is our proprietary approach to keeping ahead of the marketplace in Total Search understanding, usage and performance

ª Continuous investment in research, relationships and experiments

ª Keeps our clients ahead

ª More delegation means different points of decision for customers

ª Contextual conversation opens new dimensions for refinement

ª The race is on to create emotional actors

ª The dynamics of search are changing very fast

Fréderic Marty-DebatPerformics

Directeur Général France

x

Jérémy QuerrecDigitasLBi

Directeur Conseil Media

HOW DO WE ADAPT OUR STRATEGIES ?

New Landscape Requires New View

Search as a Channel

Plain Text

TOSearch as a Behavior

Full Senses

Demographics Intentions

Pull Predictive

Paid Media Media, Content + Commerce

FROM

FoundationforEmergingEnvironments

Commerce Direct

Strategies & Tech for

engaging searchers on marketplace

s

Agile People

Data and Tech to

understandand connect

the consumer

First-to-Market

Partner with emerging

technologies and

university

THE RESULT: SEO BECOMES PASO

" WITH VOICE SEARCH YOU WIN OR LOSE. THERE IS NO SECOND PLACE."

ANSWER BOX / RICH SNIPPETS

ª

WHY IS IT IMPORTANT

ª

ª

HOW TO ADAPT YOUR SEA STRATEGY ?

Merci

et place aux DÉMOS


21/09 What's Next Média : Le search fait sa mue

Marketing

Transcript of 21/09 What's Next Média : Le search fait sa mue