{"id":2866,"date":"2019-09-10T18:18:25","date_gmt":"2019-09-10T16:18:25","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=2866"},"modified":"2019-09-10T18:19:22","modified_gmt":"2019-09-10T16:19:22","slug":"googles-search-dominance-is-fracturing-heres-how-marketers-can-seize-the-opportunity","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/googles-search-dominance-is-fracturing-heres-how-marketers-can-seize-the-opportunity\/","title":{"rendered":"Google\u2019s Search Dominance Is Fracturing: Here\u2019s How Marketers Can Seize The Opportunity"},"content":{"rendered":"<div style=\"text-align:center\"><\/div>\n<p>Performance marketing has taken center stage in virtually all marketing agendas\u2014at least judging by the CMO search specs that continue to hit my email box. With continuous pressure from Wall Street and non-stop heat from competitors, pretty much all firms are looking to their marketing leaders to drive growth\u2014and fast. Just look at the rise of the \u201cChief Growth Officer\u201d title, especially among companies that aren\u2019t growing enough. Search marketing has typically been a major engine of growth in that performance effort\u2014and will likely continue to be for some time to come.<\/p>\n\n\n\n<p>Like most areas of marketing, search has undergone changes that marketers must understand and harness in order to deliver on the lofty growth aspirations held by bosses and boards. To get a handle on what\u2019s new and vital in the world of search, I spoke with search expert Dominic Joseph, CEO of&nbsp;<a href=\"https:\/\/urldefense.proofpoint.com\/v2\/url?u=https-3A__www.captify.us_&amp;d=DwMFaQ&amp;c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&amp;r=zTJ3OoAD4kdcprkXgfAmiw&amp;m=4NIjVUKrJL9dGZ_Kl1kSlcpJVGSROjFsKIB4_odQpY0&amp;s=8FL8N5dXhytKZTlaqn4wZAALZgzIjvTk1G2wRPyqDXE&amp;e=\" target=\"_blank\" rel=\"noreferrer noopener\">Captify<\/a>&nbsp;\u2013 a leading global search intelligence company.<\/p>\n\n\n\n<p><strong>Peter Horst:&nbsp;<\/strong>So, what\u2019s new and changing in the world of search that CMOs need to be aware of?&nbsp;<\/p>\n\n\n\n<p><strong>Dominic Joseph<\/strong>: Everyone understands the value of search. It\u2019s the most explicit form of consumer intent, revealing what people are looking for, when and where.\u00a0It\u2019s a huge driver of advertising revenues, taking spend away from other sectors. The biggest problem in search is the fact that with Google dominating the field, there\u2019s been stagnation in terms of innovation. Competitors gave up on the space and the area got fairly mundane and boring because of the dominance of Google.\u00a0<\/p>\n\n\n\n<p>More recently we\u2019ve seen a breakup of this dominance, led by consumer behavior. , as they\u2019re They\u2019re starting to looking at things in a different ways outside of using search engines, like using voice and trusting partners they have a established relationships with., not just using search engines. We\u2019re seeing the rise of vertical search, a major shift in the entire sector: consumers are trusting the search results of publishers that they know and have built a relationship with. For instance, if I\u2019m planning a holiday, maybe the first search is with Google, but then I\u2019ll go to verticals like hotels.com, or booking.com. The search function in those venues has improved over time. The whole sector is breaking up.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/specials-images.forbesimg.com\/imageserve\/5d7267025b52ce0008827f8a\/960x0.jpg?fit=scale\" alt=\"Dominic Joseph, CEO of Captify\" \/><figcaption>Dominic Joseph, CEO of CaptifyCAPTIFY<\/figcaption><\/figure>\n\n\n\n<p><strong>Horst:&nbsp;<\/strong>What kind of opportunities does that break-up in dominance create?<\/p>\n\n\n\n<p><strong>Joseph:&nbsp;<\/strong>For the first time in a long time there is an opportunity for companies with a relationship with consumers to drive innovation and deliver a better customer experience than just working with Google.&nbsp;<a href=\"https:\/\/econsultancy.com\/reports\/2019-digital-trends\/\" target=\"_blank\" rel=\"noreferrer noopener\">Econsultancy<\/a>&nbsp;reports that they expect half of all searches to move to voice. Over last two years the tech has had a paradigm shift, and consumers trust its translation to the point that they\u2019re using it more. It\u2019s a more frictionless consumer experience.<\/p>\n\n\n\n<p>Now what we\u2019re seeing is the start of a new era. It\u2019s a new search engine forming. The problem is that voice is still not so great for search\u2014we like to have many options coming back from a search. When looking for a hotel, you look at an average of fourteen options before choosing one. We don\u2019t want to just be told which one to pick.&nbsp;The output has been stunted in voice search\u2014we need a visual feedback to make voice search more useful.&nbsp;We expect that to come in the next few years.<\/p>\n\n\n\n<p><strong>Horst:&nbsp;<\/strong>Where does voice bring advantages in search?<\/p>\n\n\n\n<p><strong>Joseph:&nbsp;<\/strong>It can create a more efficient user experience than text-based search. You can attach many different data points in one search. For example, I\u2019m looking for a green dress, size ten, delivered by Wednesday, and under $30. Typing all that would take much longer. We think content owners should have voice technology that enables them to control their customer experience\u2014they don\u2019t want all consumers going through Amazon and Google to find them. If that happens it\u2019s a real threat to retailers and brands.<\/p>\n\n\n\n<p><strong>Horst:&nbsp;<\/strong>Does using voice for search change the fundamental consumer behavior as they search? Are there new realities that marketers have to understand?<\/p>\n\n\n\n<p><strong>Joseph:&nbsp;<\/strong>Absolutely. We\u2019ll be looking at that analytically to see how behavior changes. The language is different, and the number of data points is different. We Soon we will see a huge range in the way that plays out. The big challenge is that with no visual response to a search it\u2019s hard for it to support commerce. Many companies are coming to us asking how to make voice search work\u2014it\u2019s still hard to know how to approach it.&nbsp;Google and Amazon are just trying to get consumers to use voice and they\u2019ll figure it all out later. Right now brands have to figure out the skills, how their brand sounds, what\u2019s an iconic audio tagline, how to synthesize how products appear in a voice search, etc.<\/p>\n\n\n\n<p><strong>Horst:&nbsp;<\/strong>It\u2019s very easy to default to thinking about search just in terms of short-term sales and performance. Do these new capabilities enhance the efficacy of search in longer-term brand building?&nbsp;<\/p>\n\n\n\n<p><strong>Joseph:&nbsp;<\/strong>People do usually think of search in the context of direct response. But we work with 8700 major brands around the world, and half are working with search on a brand basis. It\u2019s also very powerful for understanding audience groups at an insight level, what type of profile they might be, understanding their level of intent, who the frequent buyers are. Once you see that, you can increase the brand ads, like video, targeted to those frequent buyers.<\/p>\n\n\n\n<p><strong>Horst:&nbsp;<\/strong>What do you next see coming down the pike in terms of capabilities in search?<\/p>\n\n\n\n<p><strong>Joseph:\u00a0<\/strong>What we\u2019re seeing is a huge rise in the way that brands are using search to access data to inform insights, guide product development, identify new audiences, and then engage those audiences across different kinds of media, like video and connected TV. New input data, like voice, is changing the game in search. So the output of what you can get is exploding the range of use cases.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Source:  <a href=\"https:\/\/www.forbes.com\/sites\/peterhorst\/2019\/09\/06\/googles-search-dominance-is-fracturing-heres-how-marketers-can-seize-the-opportunity\/#36fec0a32b16\">https:\/\/www.forbes.com\/sites\/peterhorst\/2019\/09\/06\/googles-search-dominance-is-fracturing-heres-how-marketers-can-seize-the-opportunity\/#36fec0a32b16<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Performance marketing has taken center stage in virtually all marketing agendas\u2014at least judging by the CMO search specs that continue to hit my email box. With continuous pressure from Wall Street and non-stop heat from competitors, pretty much all firms are looking to their marketing leaders to drive growth\u2014and fast. Just look at the rise [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":-1,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[1],"tags":[41,65,8],"class_list":["post-2866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","tag-google","tag-marketing","tag-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dazzlepop | Google\u2019s Search Dominance Is Fracturing: Here\u2019s How Marketers Can Seize The Opportunity<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dazzlepop.net\/site\/googles-search-dominance-is-fracturing-heres-how-marketers-can-seize-the-opportunity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dazzlepop | Google\u2019s Search Dominance Is Fracturing: Here\u2019s How Marketers Can Seize The Opportunity\" \/>\n<meta property=\"og:description\" content=\"Performance marketing has taken center stage in virtually all marketing agendas\u2014at least judging by the CMO search specs that continue to hit my email box. 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