10 Takeaways from the Marquette University Digital Summit
Last week, I had a chance to attend the 2016 Digital Summit at Marquette University and learned a lot more than I expected to when attending one of the many presentations.
I went to see the presentation, “Insights that Solve Brand Dilemma; What Every Agency Need to Know for 2016.” The presentation focused on Microsoft’s very own search engine, Bing, and was give by two Microsoft representatives, Melissa O’Brien and Joe Veverka.
Here are some things I learned about Microsoft, Bing and voice search after attending this presentation:
1. Microsoft continues to flourish
Even after the change in CEO, Microsoft still continues to remain one of the top technology platforms constantly releasing new products, programs and changes in technology.
This presentation focused on their own search engine, Bing and their voice search engine, Cortana. For example, after only 6 years of running, Bing is #3 most used search engine.
2. Voice search is more popular than you think
“”1 out of 4 searches out of Bing searches is a voice search.” — Melissa O’Brien
There is an increase in voice searches today. A lot of people are now using mobile search and there are three main voice search programs: Siri, Cortana and Google Now. Microsoft’s voice search engine is Cortana and is powered by the same search engine that powers Siri: Bing, Microsoft’s very own search engine.
3. Don’t be afraid to recognize your strengths and weaknesses
During the presentation, Melissa O’Brien recognized that even though Microsoft is one of the most popular technology platforms, it isn’t number one when it comes to voice programs. Siri is the number one voice search program but that doesn’t stop Microsoft from improving their program and even making a program that does more than the others.
“Microsoft understands where we are strong and where we need to grow.” — Melissa O’Brien
4. Brands don’t mean everything
In voice search programs, Siri is the #1 used program but again, it doesn’t stop Microsoft from improving their very own, Cortana. Brands are important and is what keeps people coming back to popular products such as Apple, but people use what is easiest. Melissa O’Brien said, “People use what’s easiest and what’s utility.” It is true, if they make a program that is better than the others and offer it on every mobile platform, as they have done, they can exceed popular brands because of the simplicity of their own program. Cortana is an assistant rather than a search engine you can do by voice.
5. Use your brand
Microsoft is a very well known technology platform and they are not afraid to use their own brand to sell their products.
“”1.5 billion people use Windows everyday.” — Melissa O’Brien
That is a lot of people using their products so they have a chance to also sell other products they produce to their consumers as well.
During the presentation, Joe Veverka emphasized how they were giving away FREE, yes FREE, Windows 10 downloads. They want to try out how well Windows 10 works and knows that if they offer it for free, they will gain attention and gain more consumers to buy their products the next time around.
6. Pay-per-click even works in voice search
PPC is a popular model of internet marketing to buy visits to your site by paying a fee each time on of your ads are clicked.
Melissa O’Brien offered ways to adapt PPC campaigns for voice search. Voice search is becoming more popular so ways of advertising are constantly developing.
7. Use question words in your keywords in drive to intent
You know that people are going to be asking these voice search programs questions so you want to use keywords that surround question type searches.
8. Don’t use them if they don’t apply to your offering
You don’t want to use words that people aren’t going to use when using voice search. You want to use popular keywords that people are more inclined to search.
9. Hit the sweet spot of 2–4 words in your keywords search to capture more voice searches
The more popular keywords you use the more people are inclined to also use the same words when using voice searches.
10. Pay attention to voice search
Overall, I learned a lot about not only Microsoft and Bing but mainly about voice search. As a student studying advertising, learning about a new way of searching for information was important because you got recognize a new developing advance in technology. It is extremely important to keep an eye out for any new development and it seems as though voice searching is progressing quickly.
