Identify customer intent to make the best of Google’s multimodal search

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 02, 2021, 2:26 PM UTC

With Google’s Multitask Unified Model (MUM) technology, users will be able to combine different modes of search for more relevant and specific results.

Using MUM, searchers can use the image of a product and combine it with text, to look for similar products online. The feature will also allow users to find deeper insights about a topic, even if not all the necessary search keywords were included.

To make the most of this update, marketers should first try understanding their audiences better. They need to think beyond keywords in order to identify their prospects’ true intent. This will help brands determine various latent intends and user needs, embedded within a particular search query. Additionally, brands will even be able to identify the right traffic.

Similarly, brands should unify images and text within a central knowledge repository. With user-centric creatives across different channels and accurate product profiles, marketers can optimise their content for Google’s MUM update.

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