What are the new scenarios of search engine marketing in 2021?
The scenarios of interest for search engine marketing are expanding and their exploration has the focus on ‘Search: new scenarios, great opportunities’. Voice search, visual search and predictive analytics applied to search suggestions, ROPO and omnichannel, presence in marketplaces, comparators, automated campaigns or the future of AMP, among others, are some of the genres included in the Digital Tracks.
To realize the concept of “Search: new scenarios, great opportunities”, the performance marketing agencies have counted on the collaboration of the accent which was placed on voice and image searches, as these are two trends that have been driven for a long time by the major search engines, such as Google, and players such as Amazon, eBay, or Pinterest.
a) Voice Search
About voice search, researchers have noted the extraordinary relevance that it is acquiring in searches through mobile phones and how it has an extraordinary weight in the queries made to digital assistants. “In the case of the assistants, especially the domestic ones like Google Home and Amazon Echo, there is no keyboard, no screen. Searches must be done by voice and a single answer will be offered”. But Google as a single result would not help maximize its bottom line, and it would harm advertisers by making it infeasible for many to bid for the first position and it is also not clear whether it will benefit users since most of the time we want to have alternatives.
b) Visual Search
Another topic of relevance has been that of visual search, a trend in search engines that consumers are expected to embrace as soon as the functionalities that will make it possible are perfected. Visual search will be a great opportunity for the e-commerce sector, because users will be able to find objects for sale on the Internet that they can locate in the physical world, just by taking a photo with their smartphone.
On this point, the trend is towards visual search, through images: “In the case of Pinterest, the user performs passive searches that favor active search: they search for concepts or ideas, favoring brand discovery. Now it is committed to a technology that allows searching directly through images on its platform, which displaces the traditional search through keywords”.
c) Predictive analytics
Predictive analytics will make search engines capable of anticipating user needs, even about aspects that the user himself had not contemplated. Development of this technology and its impact on search suggestions will represent an important novelty: “the engines have so much information from users that they only need to develop a technology capable of making suitable and valuable suggestions for the user i.e. the moment when Google knows more than you do about your needs depending on the circumstances”.
In this sense, what is going to be produced is a change from the physical store model towards a digital and experience concept.














