Last week DialogTech attended yet another extraordinary MarketingLand event, SMX West, in San Jose. We loved speaking with everyone and learning more about paid search, optimization, and social media strategies throughout various sessions. It’s exciting to see where digital marketing is going next!
Here are just a few of things we loved hearing about:
Voice Search and Artificial Intelligence
Artificial intelligence is the intelligence exhibited by machines or software. With the increase in smartphone use, we’ve seen voice search emerge as a new tool. Businesses must understand how people are using voice search to optimize their search marketing. Voice is also increasingly being used on phones (for example, Siri on iPhone) which allows you to quickly send messages, ask questions, or call businesses which would typically require an internet search.
Dynamic Search Ads
Every customer wants to feel special. Every search marketer should make them feel that way. With dynamic search ads, you have the ability to personalize, customize, and remarket advertisements to your customers automatically through user behavior and other criteria. You can do the same thing for your callers by dynamically displaying unique call tracking numbers based on what they searched for before calling your company. That way you know exactly what they are calling for and can personalize their call experience. It helps your sales team to be armed with the information necessary to make your customers feel special – and close the sale.
Search in a Multi-Device World
Google and other search engines have come quite a long way in the last few decades (introduced new ad structures, call extensions, and search algorithms), yet the biggest impact on search marketing has come from smartphones. Marketers now want to know whether users are searching on desktops, laptops, tablets, iPhone, Androids, and the list goes on, but one thing is for sure: search has gone mobile. And in 2014 mobile search drove 38 billion calls to US businesses, which will nearly double in growth by 2018. So, if you’re trying to decide where to put your SEM efforts, mobile is best choice. In order to optimize for calls from mobile paid search, you need the right tools in place, like call attribution.
Overall, DialogTech learned a great deal of information last week and talked with tons of savvy marketers looking to improve their own campaigns. To learn more on how DialogTech can help increase your search marketing ROI, click here for a personalized demo. We’ll see you in June at SMX Advanced!