Digital marketers must rush to keep up with new search technology, urges Google head

Speaking at a recent Internet Advertising Bureau (IAB) event, Google’s head of agency sales, Matt Bush, commented that constant developments in the way people are searching online means digital marketers must stay at the top of their game if they want to continue to understand consumer behaviour.

As discussed in a recent article by The Drum, developments in voice search as well as multi-device penetration and the rise of voice search means the face of search is ever-changing.

“The way of doing things yesterday is gone,” commented Bush, “We need to be looking constantly at data, analytics and other things to ensure we stay ahead of constantly connected consumers.”

As well as the developing landscape of search, Bush pointed out that many companies are still yet to make their websites mobile-ready.

“Mobile is an enormous opportunity that loads of brands aren’t taking advantage of – that 43 per cent of brands that don’t have a mobile site for users to be directed to are essentially saying they are closed,” he said.

Marketers must come up with new ways of adapting their marketing techniques to stay flexible for the constant developments the industry boasts, from adapting their strategies to focus more on developments such as voice searches, to more simple measures like ensuring their sites are mobile and tablet ready.