Vikas Arora from Microsoft joins us to discuss the psychology behind the way we search and where search is headed. We discuss the three Ps of search (personal, persuasive and predictive) and how they affect how marketers need to optimise content and campaigns. Vikas also talks about the increasing importance of voice search and how Bing and Microsoft are integrating search into more devices and products.
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Vikas has been part of Microsoft's European search team since 2005. He is now in charge of the global search and display arm of Bing Ads UK. He is also the co-founder of the social media consulting company Bitient.