The customer journey starts with search in the form of intent or a specific question. Managing and optimizing that journey from search engines, apps, maps, and voice assistants to your client’s website is crucial. Learn how the rise of rich search results, direct answers, and countless third-party experiences are changing consumers’ expectations and marketers’ strategies. These new consumer services have set customer expectations that brands need to deliver on — or risk answers delivered by someone else. Explore how you can supply the right answers to queries for your clients, map the customer journey across AI-powered discovery services, and drive measurable results.
In this session, we’ll explore the latest trends in search and customer engagement, including:
• How changes in search behavior have shifted marketers’ focus
• How the marketing funnel has changed the homepage
• The rising complexity of brand management in today’s digital ecosystem