FIGARODIGITAL.CO.UK
Matt Bush, Director of Performance Agency at Google, discusses changes in the way we search and the ever-increasing significance of mobile and video
New Dıgıtal Journeys
e’re all used to using Google Street View to fi nd our way to a meeting or locate that new bar, but in 2014
the service went off-road. Raffi a the camel, carrying a lightweight camera, trekked across the Liwa Desert in Abu Dhabi. This was new territory for Google’s epic map-making project, and developments like this enable us to enjoy digital journeys - literally in this case - that would have been unimaginable a decade ago. “People’s digital
experiences are becoming richer and richer,” Ma tt Bush, Director of Performance Agency at Google, told delegates at Figaro Digital’s Transformation Conference. “The question is how do you take the signals that we’re seeing in search and, in particular, in video, and make sense of them so that we can have better
engagement with our customers?”
SEARCH AND YOU SHALL FIND Before considering the future of search, however, it’s worth thinking for a
30 issue 23 january 2015
moment about its past. Back in 2003 Wired
journalist and internet-watcher
John Batelle identifi ed the ‘database of intentions.’ Batelle noted that search patterns reveal the real concerns not just of individuals, but whole
countries and cultures. Search,
as Bush explains, “Is where people are intimate, honest and truthful. People are totally being themselves.” In contrast with our carefully curated social media personas, it’s
“by looking at search that we can
tap into people’s deepest feelings. And by understanding that we should be able to give them more content that’s relevant.”
2014, of
course, was the year mobile access to the internet
fi nally overtook
desktop. Another billion people are expected to come online over the next fi ve years, and they’ll be doing so via mobile devices.
Increased connectivity has a
profound impact on our behaviour, not just in what we search for online, but in how we go about it. In the last three years there’s been a
threefold increase in searches beginning ‘How to...?’ as we go to
ARTICLE BY JON FORTGANG
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
