"Search has moved far beyond the traditional search bar," says Esteban Ribero, Senior Vice President, Planning and Insights, Performics. "While consumers still 'search and click,' search is no longer a channel; it's a behavior." Further, search has gone beyond just plain text. "People are searching on their voice-activated assistants like Alexa; they're searching via visual cues on channels like Pinterest," he adds. His advice for marketers is to "shift the thinking around search from a channel to a behavior," so search becomes a behavioral tool that gives great insights in consumer intentions within exact moments.
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