{"id":138246,"date":"2019-10-17T19:13:20","date_gmt":"2019-10-17T19:13:20","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=138246"},"modified":"2020-02-06T07:41:20","modified_gmt":"2020-02-06T07:41:20","slug":"optimizing-voice-search-mastercard-qa","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2019\/10\/17\/optimizing-voice-search-mastercard-qa\/","title":{"rendered":"Optimizing for voice search: Q&A with Mastercard’s Guillaume Conteville"},"content":{"rendered":"

One in five searches are now made via voice<\/a>\u00a0with digital assistants, which are becoming an increasingly prominent feature in our homes and on mobile devices. How are brands optimizing for voice search?<\/strong><\/p>\n

In fact, there are now more than one billion voice searches per month, and this number will only rise over the coming years.<\/p>\n

But just how big an impact is voice having on search in real terms? What are the specific strategies brands need to apply to avail of this trend?<\/p>\n

This is another topic we’re excited to learn more about next week at the Transformation of Search Summit<\/a> here in New York.<\/p>\n

One of the experts we’ll be hearing from is\u00a0Guillaume Conteville<\/a>, SVP of Global Digital Marketing at Mastercard.<\/span><\/p>\n

\"guillaume<\/p>\n

Guillaume will be part of the panel titled \u201cOptimizing for position 0: Everything you need to know about Voice Search<\/a>.\u201d<\/span><\/p>\n

1. What are your key priorities over the next twelve months?<\/h2>\n

In my role I’ll be focusing on driving change in the way we do marketing to adapt to new usage, and to leverage technology and data to their maximum potential.<\/p>\n

The hot topics for us at the moment are CX, Voice, AR, marketing automation, and data-based customization.<\/p>\n

2. What is your biggest challenge in achieving those?<\/h2>\n

Prioritization and execution.<\/p>\n

There are so many potential initiatives you could start, identifying the real game-changing ones is always tricky.<\/p>\n

Then, like always with tech-based projects, executing on your vision is always more complex than anticipated.<\/p>\n

3. What\u2019s your advice to others who may be facing similar challenges?<\/h2>\n

You really need to establish a broad climate of trust among all stakeholders, in order to have a real test-and-learn approach.<\/p>\n

In adtech, it’s impossible to get it right the first time.<\/p>\n

Success always come after a lot of optimizing and fine tuning.<\/p>\n

4. What\u2019s an interesting trend you\u2019re seeing in the market right now?<\/h2>\n

It’s not search-related, but it\u2019s fascinating to see how the changes that web browsers have made in regard to third-party cookies are having a massive impact on the whole adtech ecosystem.<\/p>\n

The end of third-party cookie tracking will potentially be more disruptive than regulation.<\/p>\n

5. Tell us a bit about your session at the Search Summit?<\/h2>\n

In this session, I’ll be sharing about the journey we\u2019re going through at\u00a0Mastercard<\/span>\u00a0to future-proof our content<\/a> and ensure its discoverability in a future where people increasingly interact with machines through voice.<\/p>\n

6. What are you looking forward to most at the Summit?<\/h2>\n

This is a unique opportunity for me to learn more about latest developments around search.<\/p>\n

7. What\u2019s something you do every day that helps you be more successful or productive?<\/h2>\n

It might sound clich\u00e9 but, in this type of role, keeping a learning mindset is absolutely key. So every day I make sure to put some time toward talking to a lot of people and doing a lot of reading.<\/p>\n","protected":false},"excerpt":{"rendered":"

Mastercard’s SVP of Global Digital Marketing Guillaume Conteville discusses optimizing for voice search and his upcoming session at the Search Summit.<\/p>\n","protected":false},"author":8,"featured_media":138248,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,7,27279],"tags":[47,62,63],"content_type":[],"class_list":["post-138246","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events","category-industry","category-voice","tag-the-transformation-of-search-summit","tag-voice","tag-voice-search"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"Kimberly Collins","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/10\/shutterstock_1466182118-120x90.png","category":"Events","timeago":"6y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/138246","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=138246"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/138246\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/138248"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=138246"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=138246"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=138246"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=138246"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}