Yext CMO Josh Grau recently joined other experts in search, reputation, digital marketing and more, to explore the Future of Marketing and Customer Experience, in a special report published in The Sunday Times.
Featuring on page eight of the report, Grau speaks to how a modern search experience is often a secret weapon in business acceleration, but how many brands are still powering their websites with outdated keyword technology that simply doesn’t deliver.
Grau shares how he is using storytelling and brand campaigns to communicate this pressing need with companies, and how the future of marketing and customer experience really does lie in a brand’s ability to provide direct answers to the questions their customers have.
With the explosion of information and data online, search has never been more important. However, while the world of consumer search has innovated over time, enterprise search has not. In fact, the majority of enterprise search is powered by outdated keyword technology that only scans for keywords and delivers a list of hyperlinks rather than actually answering questions.
While many brands are investing heavily in other critical areas of marketing, they risk creating a poor experience by neglecting search. “If you have a question and go to a company’s website, type your query, and don’t get the answer you need, it’s frustrating.” says Grau. “The next natural step is to go to Google to seek out the same information, but when that happens the odds of a competitive ad taking over that customer’s journey is really high.
To read the full article and access all of the insights shared, get your copy of the 12-page report here.