Unlocking the Potential of Search: James Murray
-
Upload
natasha-preocanin -
Category
Marketing
-
view
189 -
download
0
description
Transcript of Unlocking the Potential of Search: James Murray
![Page 1: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/1.jpg)
1
UK Search Advertising Lead, Microsoft
Unlocking the Potential of Search
James Murray
On The Edge Live, 3 July 2014
@james3murray
![Page 2: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/2.jpg)
The future is being inhibited by a lack of imagination
![Page 3: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/3.jpg)
Our expectations of search are low
![Page 4: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/4.jpg)
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
![Page 5: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/5.jpg)
Thinking beyond the search bar
![Page 6: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/6.jpg)
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.
![Page 7: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/7.jpg)
Context is king, not content
Emotional
Social
Environmental
External
![Page 8: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/8.jpg)
We’re still in the age of information hunter
gatherers
![Page 9: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/9.jpg)
Your customers aren’t the people who need you
They’re the people who download
you
![Page 10: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/10.jpg)
We’ve domesticated speling
![Page 11: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/11.jpg)
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.
![Page 12: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/12.jpg)
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
![Page 13: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/13.jpg)
Search without searching
![Page 14: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/14.jpg)
![Page 15: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/15.jpg)
![Page 16: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/16.jpg)
![Page 17: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/17.jpg)
![Page 18: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/18.jpg)
18
SO WHAT?SO WHAT?
![Page 19: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/19.jpg)
I want a holiday in Canada
![Page 20: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/20.jpg)
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
![Page 21: Unlocking the Potential of Search: James Murray](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c37db24a7959dc288b459d/html5/thumbnails/21.jpg)
© 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
@james3murray