The Times’ Future CMO Special Report Explores the Crucial Need for Authentic Voice

With the coronavirus pandemic changing the face of Marketing and Digital, The Future CMO special report, published in The Times, explores what the post-lockdown customer mindset might be like. 

Packed with insights, infographics and commentary from leaders at the likes of Salesforce, WPP and Cannes Lions, the report combines today’s brightest minds in Marketing with a healthy dose of inspiration on how to approach the ‘new normal’. 

Yext is pleased to have contributed to the special report in the form of an article by Yext CEO of EMEA Wendi Sturgis, who shares her view on why brands must own the truth. Sturgis walks through the vital steps that CMOs can take to provide timely and trust-worthy information through search, and the revenue gains that are attached to delivering a seamless site search experience. 

Authenticity in crisis

Throughout The Future CMO, industry experts time and time again reference the importance of having an authentic voice, and how the pandemic has thrust this notion to the forefront of many marketers’ minds. 

And authenticity stems directly from communication. Consumers are searching for the facts they need on all manner of things, from home-delivery options to cleaning policies, opening hours to loan options. But many brands are ill-equipped to answer these important questions at scale, and across multiple digital channels. 

57% of consumers say they trust brands based on how that brand treats them when they need help*. To lead with an authentic voice, in a global crisis and beyond, brands should make sure that their message, information and facts are consistent across the plethora of platforms on which their consumers interact with them. 

The knowledge graph is the bedrock of your search strategy

Despite the importance of a consistent search experience, 82% of common questions about Fortune 500 companies answered by sources other than the brand*. Companies aren’t doing enough to drive discoverability about the facts that consumers are searching for. 

Ultimately when we consider search, we must all learn from Google. Its search capability centres on a knowledge graph, which gathers and connects information from multiple sources to deliver the answer that it understands to be the most accurate. 

But what many brands don’t realise is that the knowledge graph is not exclusive to Google. Some organisations are now structuring their own graphs, built from the facts, attributes and information that they want to share with the world. 

Search Traffic: harness not haemorrhage

Instead of serving up a list of obsolete products or irrelevant blue links, a robust search strategy built on top of a knowledge graph can inform highly-accurate search results. And in a time of crisis, it is imperative that CMOs prioritise search to provide those much-needed answers. 

Three has recently transformed their on-site search strategy to provide a “truly frictionless experience” to customers with Yext answers. Having built out their knowledge graph, they are able to tap into exactly what their customers are searching for, and use that knowledge to inform their customer experience and journey. 

As shared in The Times, Yext is delivering on its mission to help businesses tackle inaccurate information. It is offering a free 90-day trial of its revolutionary new site search product, Answers to brands to build a knowledge graph and deliver an exemplary search experience. 

To download the full report, please click here

*Edelman Trust Study 2019

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