Introduction: The current status of voice search globally and why it matters
Just how big is the voice search opportunity?
Voice search is increasingly seen as a big opportunity for brands to engage with their audience. A new report from Catalyst (GroupM) and ClickZ has found that retailers see it as one of the 3 most significant trends for their industry, both in 2018 and for the next 5 years. Voice search usage is certainly growing, but is it the right kind of usage all businesses? Can brands solve the paradox of screenless search and the need for screens to carry out fundamental online actions? This session will aim to pinpoint the key battlegrounds for online businesses via voice search and suggest innovative ways to gain a competitive advantage.
Clark Boyd – ClickZ
Digital Assistants and Voice: The search engines
Alice and Yandex: The Russian assistant
Hear how Yandex’s own digital assistant is developing and how Western brands should be thinking about voice and conversational search when targeting the Russian market.
Tatiana Kalinina – Yandex
Top tips for building conversational UI on the Google Assistant
As conversational interfaces grow in popularity and customers increasingly crave both immediate and authentic communication, how can businesses adapt to best serve their needs? In this session, Alice will share tips for building conversational UI on the Google Assistant, and how brands can connect with customers directly using Actions on Google and other interfaces. This session will cover opportunities in conversational UI as well as the future of conversation agents.
Alice Zimmermann - Google
Voice beyond search: Building voice into your business
What, why and how: Building Alexa voice devices into your marketing strategy
Nick will share insights into the current voice device market, why Alexa is currently winning, and how brands can use it as a successful auxiliary channel for their marketing efforts. Nick will also discuss the essential elements of a good voice strategy and share examples from original research showing over 30,000 Alexa skills currently available. Finally, he will look at future developments across the voice channel and how brands can prepare for these changes.
Nick Wilson – Vodafone UK
State of the (voice) Nation: Where are we in the hype cycle? Where are we heading? Discussion and open Q&A
We are at the peak of the hype cycle with voice technology. What can we realistically expect from these interfaces today and what is realistic to expect in the future? What are the immediate steps to take advantage of advances in Natural Language Processing and what’s the best practice in using voice as part of the channel mix? Charlie will share some examples of how voice will fit into the mix in our everyday lives in 2025 and beyond, where a lot of the hype is coming from and how much is real. He will then turn fully pragmatic and look at the techniques that can be employed today and examples and metrics of what’s working.
Charles Cadbury – Say It Now
Optimising for voice search
Understanding how the latest voice search research can give your search strategy the leading edge
New research in the field of information retrieval and conversational search is always underway by both search engine research teams and academics. How can we utilise some of this green-field study and theory, in order to translate that into actionable tactics and ensure we are leading the way as early-adopters of voice search and assistive actions? We will look at some of the recent findings around contextual search and assistive search and explore strategic utilisation to get ahead of the pack.
Dawn Anderson - Move It Marketing
How to conduct keyword research for voice search
This session will discuss the differences between conducting keyword research for voice compared to text search, and what factors need to be taken into account when analysing keywords for voice or conversational queries and developing a voice strategy. It will also look at how voice queries differ across markets and the impact that may have on international strategies and campaigns.
Serena Mancini - Webcertain
How to secure voice search results
This session will review how you make sure you’re optimising to rank in voice search results. Looking at efficiencies to get buy-in around how to combine your on-site SEO strategy with featured snippet answer boxes which can rank for common voice search queries.
Kevin Gibbons, Re:signal
Final Panel – Discussion and open Q&A