- Our Blog
The IAB UK has just released their digital advertising spend report for 2016 and announced that digital advertising grew at its fastest rate for nine years – up 17.3% to £10.3 billion. The last time annual growth was higher was in 2007 (+38%), when Apple released the iPhone leading to the accelerated adoption of smartphones, the emergence of the app paradigm, etc.
Remember the cringing router sound that accompanied your early internet connections? Being a 40-year old father of two, when I hear that screeeeeeeechhhhhhhhhh I can’t avoid feeling a smile pop on my face. That sound reminds me, with a touch of nostalgia, of the cry of a newborn. It makes me smile as fond memories have overshadowed the dirty nappies and sleepless nights.
The motivational quote encourages us to “think outside the box”… But for once, I want you to think behind the box. Have you ever thought about the cogs, bots, artificial intelligence and other algorithms that are getting in motion every time someone hits the “search” button? The computing forces in motion are staggering and the amount of data that is crunched and produced is even more.
For years, search engines have proved themselves as the gateway to the web, an entry point to the content of webpages people wanted to read. However people don’t want to just read anymore, they want to publish, play, share, watch and exchange. The way they search has evolved too: they have gone from asking “what” to asking “why” and “how to.
If I were to deliver a sales pitch I would want to leave you with one figure; it would be 18%. But I am not a sales person and these pages are not meant to be commercially minded. I am the Head of Marketing in Europe for Microsoft search advertising, and that number made me realise how much transformation the search industry has undergone, and how rich a lesson it could teach marketers.
Estimated reading time: 3 minutes, 58 seconds Lately there’s been a rumble pretty much everywhere about artificial intelligence, digital personal assistants, the Internet of Things, wearables and apps for everything. I’ve even written myself about what the rise of digital assistants mean to search.
Estimated reading time: 4 minutes, 26 seconds Understanding intent, not just queries, is critical to the success of e-commerce. It is all the more critical in informing the evolution of search experiences. After all, we are developing search engines for searchers, not for keywords strings. Bing commissioned a market research from French institute Ifop to dig into the lates ...
Estimated reading time: 3 minutes, 48 seconds Search is like electricity: it is all around us; we don’t see it, it just lights everything up. Search has now become so pervasive that most users are not aware of their search habits. They may not be consciously searching nor aware that search is offering a service without being asked.
Estimated reading time: 4 minutes, 41 seconds In the world of marketing and advertising, paid search may sometimes lack the sizzle of social, the zing of video and the visual impact of display. But what happens when we look for beauty that’s more than skin-deep? When a French guy like me looks beyond the blue links of paid search, I see a marketing channel that’s sexy as he ...
Estimated reading time: 4 minutes, 41 seconds Yes. It’s time to talk about the ‘most wonderful time of the year’: Christmas. As the Head of Marketing Europe for Bing Ads, I like that season because I see mushrooming under my tree insights from different markets across the region. As someone who not only indulges on chocolate log cakes but also on cultural differences, I al ...
Estimated reading time: 3 minutes, 35 seconds Although 15 years old, Search remains today in its infancy: it is bound to evolve and become even more pivotal in our lives as consumers and marketers. In the last decade, it has already drastically mutated, influenced by changes in consumer behaviours and the intrinsic nature of the web.
The more ubiquitous, pervasive and natural search is, the more intelligent it becomes. No longer is it a magnifying glass surfacing content from the depths of the web. Search is starting to look more and more like a crystal ball capable to predict the flight of flu epidemics, match winners and presidential election outcomes.
New search experiences, new expectations We are well beyond the web of documents, and are no longer accessing the web to simply read it. As users we want to do things with it, on it, through it. We are engaging with the internet at a logarithmic scale. And at the same time, the way we engage with the Internet is evolving at an even faster pace.
I may be a digital marketer but I must confess: I am French before all. As such, my summer holidays are close to sacrosanct, on par with the Tour de France, tartiflette and a good shrug. So as the warmer months close in, I like to stay on top of tourism trends, especially when they entail international travels… As a matter of fact, due to the US dollar strength in recent mo ...