Tina Nord Teamlead Content Marketing Strategy Zalando Your content is as good as the team that creates it. These straightforward-but-true words come from the very source of great content: Zalando and its Teamlead Content Marketing Strategy Tina Nord. During her virtuoso talk at the E-commerce Berlin Expo 2018, you will learn how Zalando empowers their customers to find the right content in every micro moment – and how you can start doing this, too.

2. HOW CURRENT TRENDS
REVOLUTIONISE SEARCH
VOICE & VISUAL
TinaNord
@NordT2

3. SEARCH VIA TEXT IS TIME CONSUMING...
3

4. Zalando & Google
make finding what
customers want easier
4

5. WHY IS IT SO DIFFICULT TO FIND A GIFT ONLINE?
5

6. WHY DON' T WE STOP SEARCHING AND
START FINDING?
6

7. FEATURED SNIPPETS
8
HOW TO OPTIMISE
FOR VOICE SEARCH
Position one is key
Focus on long tail keywords
Optimise page speed (AMP ready)
Its not just about Google
Its all about research

8. VOICE + VISUAL
LATEST DEVELOPMENTS
9
VISUAL
Google Home
supports shopping
Xiaomi Mi AI Speaker
Google Home becomes
transactional with Walmart (US)
Alibaba Tmall Genie X1
Amazon Echo Plus
Sonos One
Finder
Google Home Max
Google Home Mini
Pixel Ear Buds
Cortana, Alexa, Google Assistant Apple HomePod
VOICE
2017
2017
2018
Q2 HY1Q3 Q4
Q2 Q2Q3 Q4
2018
VOICE + VISUAL =
AI driven, conversational,
contextual journey
Google Home Multi
User Support
Baidu Xiaoyu Zaijia
Tencent: Xiaowei
Launches Bixby
Facebook Portal
Magents Smartassistant
Google Image Search
with similar Items
Amazon Echo Look
Amazon Echo Show
Pinterest Lens
becomes transactional
with Target (US)
Ebay Visual Search
"Find it on ebay"
Asos Visual Search
in App
Google Manhattan
(Voice + screen)
Google Lens
Amazon Glasses
Amazon Echo Spot
Pinterest Lens Google Clips

9. VISUAL SEARCH
10

10. VERSUS
WHEN YOU DON‘T HAVE THE WORDS...
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11. THE TECHNOLOGY BEHIND IT IS ALREADY PART OF OUR EVERYDAY LIFE
12
“Slyce - Visual Search - The Technology & The Market: Who Uses It, How & Why?”
http://slyce.it/wp-content/uploads/2015/11/Visual_Search_Technology_and_Market.pdf

12. THERE ARE THREE TYPES OF IMAGE SEARCH
13
IMAGE SEARCH
Via text input
Text search “Evening Dress”
in Google Image search.
REVERSE IMAGE SEARCH
The image (or its URL) as search input
Uploading an image file
to TinEye.
VISUAL SEARCH
Pixel-by-pixel comparison between
images to find similar visual content
Mobile phone camera as a real-time
search engine, such as Google Lens.
Ex ExEx

13. VISUAL SEARCH IS MOBILE, CONVENIENT, ENGAGING
IMAGES ARE A MAJOR
PART OF THE CUSTOMER
EVERY-DAY JOURNEY
CUSTOMERS ARE MORE
ENGANGED WITH
IMAGES THAN WITH
TEXT
VISUAL SEARCH HELPS
CUSTOMERS TRANSLATE
INSPIRATION INTO
BUYING OPTIONS
14

14. VISUAL
Apple HomePod
VOICE
2017
2017
2018
Q2 HY1Q3 Q4
2018
Facebook Portal
Magents Smartassistant
Google Image Search
with similar Items
Amazon Echo Look
Amazon Echo Show
Pinterest Lens becomes
transactional with Target (US)
Ebay Visual Search
"Find it on ebay"
Asos Visual Search in App
Google Manhattan
(Voice + screen)
Google Lens
Amazon Glasses
Amazon Echo Spot
Pinterest Lens
Google Home supports
shopping
Google Home Multi
User Support
Baidu Xiaoyu Zaijia
Tencent: Xiaowei
Launches Bixby
Xiaomi Mi AI Speaker
Google Home
becomes
transactional with
Walmart (US)
Alibaba Tmall Genie X1
Amazon Echo Plus
Sonos One
Finder
Google Home Max
Google Home Mini
Pixel Ear Buds
Cortana, Alexa, Google
Assistant
Q2Q2 Q3 Q4
VOICE + VISUAL =
AI driven, conversational,
contextual journey
VOICE + VISUAL
LATEST DEVELOPMENTS
15
Google Clip

15. Visual Search gives
power to the customer
16

16. 17

17. Customers use
visual search
especially for fashion
*Quelle: “Slyce - Visual Search - The Technology & The Market: Who Uses It, How & Why?”, 2015
Food
4,0%
Electronic devices
24,0%
Kitchen accessories
31,0%
Fashion,shoes
39,0%
What do customers use visual search for?
18

18. Find your visual
fashion inspiration
using the Zalando App!
19

19. 20
Visual search makes it easier to make a
purchase decision in the supermarket

20. 21
21
Real-time search helps you find
what you’re looking for even faster

21. 22

22. BEFORE YOU GET STARTED….
23

23. Thank you
Tina Nord
@NordT2
www.linkedin.com/in/tina-nord-berlin/
Tina Nord (@NordT2) ist Content Strategin, Sprecherin und Autorin. Die
Kommunikationswirtin beschäftigt sich seit mehr als sieben Jahren mit
Corporate Publishing und Performance Content Management. Ihr
Arbeitsschwerpunkt liegt in der Leitung internationaler Redaktionsteams
von E-Commerce-Unternehmen.
Als zertifizierte YouTube Content Strategin managt sie seit April 2015 die
Videoproduktion im Content Marketing bei Zalando. Darüberhinaus leitet
Tina das Strategie Team. In diesem Rahmen erforscht sie die
Auswirkungen neuer Technologien wie maschinelles Lernen auf Content.