{"id":707304,"date":"2025-05-21T23:29:46","date_gmt":"2025-05-21T21:29:46","guid":{"rendered":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/?p=707304"},"modified":"2025-05-21T23:01:04","modified_gmt":"2025-05-21T21:01:04","slug":"ai-transformeert-search-en-ons-zoekgedrag","status":"publish","type":"post","link":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/ai-transformeert-search-en-ons-zoekgedrag\/","title":{"rendered":"AI transformeert Search en ons zoekgedrag"},"content":{"rendered":"
\"AI

AI transformeert Search en ons zoekgedrag<\/p><\/div>\n

Debbie <\/span>Weinstein <\/span>is <\/span>President <\/span>van <\/span>Google <\/span>voor <\/span>Europa, <\/span>het <\/span>Midden-<\/span>Oosten <\/span>en <\/span>Afrika (<\/span>EMEA). <\/span>In <\/span>haar <\/span>rol <\/span>werkt <\/span>zij <\/span>samen <\/span>met <\/span>bedrijfsleiders <\/span>en <\/span>overheden <\/span>om <\/span>AI <\/span>in <\/span>te <\/span>zetten <\/span>als <\/span>groeimotor <\/span>en <\/span>onderhoudt <\/span>zij <\/span>nauwe <\/span>contacten <\/span>met <\/span>beleidsmakers <\/span>om <\/span>ervoor <\/span>te <\/span>zorgen <\/span>dat <\/span>EMEA <\/span>voorop <\/span>blijft <\/span>lopen <\/span>in <\/span>innovatie. Zo meldt zij april 2025 op Think with Google<\/em>.<\/span><\/strong><\/p>\n

Ik <\/span>werk <\/span>inmiddels <\/span>meer <\/span>dan <\/span>tien <\/span>jaar <\/span>bij <\/span>Google. <\/span>Gedurende <\/span>die <\/span>periode <\/span>is <\/span>er <\/span>\u00e9\u00e9n <\/span>constante <\/span>gebleven: <\/span>de <\/span>nieuwsgierigheid <\/span>van <\/span>mensen. <\/span>We <\/span>blijven <\/span>zoeken <\/span>naar <\/span>antwoorden, <\/span>inzichten <\/span>en <\/span>betekenis.<\/span><\/p>\n

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Mensen <\/span>willen <\/span>blijven <\/span>leren, <\/span>de <\/span>wereld <\/span>beter <\/span>begrijpen, <\/span>verbindingen <\/span>leggen <\/span>en \u2013 <\/span>soms \u2013 <\/span>ook <\/span>iets <\/span>kopen.<\/span><\/p>\n<\/blockquote>\n

Vandaag <\/span>de <\/span>dag <\/span>bewegen <\/span>mensen <\/span>zich <\/span>moeiteloos <\/span>tussen <\/span>vier <\/span>centrale <\/span>online <\/span>gedragingen: <\/span>streamen, <\/span>scrollen, <\/span>shoppen <\/span>en <\/span>zoeken<\/span><\/strong>.\u00a0<\/span>AI <\/span>verandert <\/span>fundamenteel <\/span>hoe <\/span>mensen <\/span>zoeken <\/span>naar <\/span>antwoorden \u2013 <\/span>en <\/span>opent <\/span>daarmee <\/span>nieuwe <\/span>mogelijkheden <\/span>voor <\/span>adverteerders <\/span>om <\/span>consumentengedrag <\/span>beter <\/span>te <\/span>begrijpen. <\/span>In <\/span>het <\/span>afgelopen <\/span>jaar <\/span>behaalden <\/span>bedrijven <\/span>die <\/span>koplopers <\/span>zijn <\/span>in <\/span>AI <\/span>tot <\/span>wel <\/span>60% <\/span>meer <\/span>omzetgroei<\/span><\/strong> dan <\/span>hun <\/span>concurrenten, <\/span>en <\/span>pasten <\/span>zich <\/span>twee <\/span>keer <\/span>zo <\/span>snel<\/span><\/strong> aan <\/span>veranderend <\/span>consumentengedrag <\/span>aan.\u00b9\u00a0<\/span><\/p>\n

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De <\/span>toekomst <\/span>van <\/span>Search <\/span>is <\/span>geen <\/span>toekomstvisie \u2013 <\/span>die <\/span>is <\/span>er <\/span>al. <\/span>En <\/span>het <\/span>levert <\/span>tastbare <\/span>ROI <\/span>op <\/span>voor <\/span>marketeers.<\/span><\/p>\n<\/blockquote>\n

Voorbij <\/span>het <\/span>zoekveld: <\/span>hoe <\/span>Search <\/span>consumentengedrag <\/span>herdefinieert<\/span><\/h3>\n

De <\/span>mogelijkheden <\/span>van <\/span>Google <\/span>Search <\/span>reiken <\/span>inmiddels <\/span>veel <\/span>verder <\/span>dan <\/span>enkel <\/span>tekstinvoer. <\/span>Dankzij <\/span>AI <\/span>veranderen <\/span>niet <\/span>alleen <\/span>de <\/span>vragen <\/span>die <\/span>mensen <\/span>stellen, <\/span>maar <\/span>ook <\/span>hoe <\/span>Google <\/span>die <\/span>vragen <\/span>beantwoordt. <\/span>Mensen <\/span>zoeken <\/span>nu <\/span>ook <\/span>met <\/span>foto\u2019s, <\/span>video\u2019s <\/span>en <\/span>stemopdrachten<\/span><\/strong>, <\/span>of <\/span>markeren <\/span>zelfs <\/span>onderdelen <\/span>op <\/span>hun <\/span>scherm <\/span>met <\/span>Circle <\/span>to <\/span>Search<\/span><\/em>.\u00a0<\/span>Visuele <\/span>zoekopdrachten<\/span><\/strong> behoren <\/span>tot <\/span>de <\/span>snelstgroeiende <\/span>vormen <\/span>van <\/span>Search. <\/span>Sinds <\/span>de <\/span>lancering <\/span>is <\/span>Google <\/span>Lens<\/span><\/strong> aanzienlijk <\/span>geavanceerder <\/span>geworden \u2013 <\/span>tegenwoordig <\/span>heeft <\/span>1 <\/span>op <\/span>de <\/span>4 <\/span>visuele <\/span>zoekopdrachten <\/span>een <\/span>commerci\u00eble <\/span>intentie<\/span><\/strong>.\u00b2<\/span><\/p>\n

Een <\/span>persoonlijk <\/span>voorbeeld: <\/span>ik <\/span>kook <\/span>graag, <\/span>maar <\/span>mijn <\/span>oude <\/span>blender <\/span>liet <\/span>mijn <\/span>soepen <\/span>korrelig <\/span>achter. <\/span>Bij <\/span>een <\/span>vriendin <\/span>thuis <\/span>zag <\/span>ik <\/span>hoe <\/span>zij <\/span>een <\/span>perfecte <\/span>soep <\/span>serveerde \u2013 <\/span>glad <\/span>en <\/span>romig. <\/span>Ik <\/span>maakte <\/span>snel <\/span>een <\/span>foto <\/span>van <\/span>haar <\/span>blender <\/span>met <\/span>Google <\/span>Lens, <\/span>vond <\/span>direct <\/span>de <\/span>merk- <\/span>en <\/span>modelinformatie, <\/span>prijsvergelijkingen <\/span>en <\/span>reviews, <\/span>en <\/span>kocht <\/span>het <\/span>apparaat <\/span>zelf. <\/span>Mijn <\/span>soepen <\/span>zijn <\/span>nu <\/span>ook <\/span>perfect. <\/span>Dit <\/span>is <\/span>het <\/span>ideale <\/span>voorbeeld <\/span>van <\/span>hoe <\/span>visuele <\/span>zoekopdrachten <\/span>nieuwsgierigheid <\/span>kunnen <\/span>omzetten <\/span>in <\/span>koopmomenten.<\/span><\/p>\n

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Google <\/span>Search <\/span>is <\/span>altijd <\/span>een <\/span>plek <\/span>geweest <\/span>om <\/span>te <\/span>ontdekken. <\/span>Maar <\/span>het <\/span>is <\/span>inmiddels <\/span>m\u00e9\u00e9r <\/span>dan <\/span>een <\/span>startpunt \u2013 <\/span>het <\/span>is <\/span>een <\/span>actiepunt <\/span>geworden.<\/span><\/p>\n<\/blockquote>\n

En <\/span>dat <\/span>geldt <\/span>voor <\/span>veel <\/span>meer <\/span>mensen. <\/span>Uit <\/span>onderzoek <\/span>blijkt <\/span>dat <\/span>consumenten <\/span>Google <\/span>Search <\/span>als <\/span>het <\/span>belangrijkste <\/span>hulpmiddel <\/span>beschouwen <\/span>voor <\/span>hun <\/span>aankoopbeslissingen<\/span><\/strong>.\u00a0<\/span>Sterker <\/span>nog: <\/span>80% <\/span>van <\/span>Generatie <\/span>Z <\/span>gebruikt <\/span>Google <\/span>voor <\/span>winkelen<\/span><\/strong> \u2013 <\/span>van <\/span>ori\u00ebnteren <\/span>tot <\/span>vergelijken, <\/span>van <\/span>idee\u00ebn <\/span>opdoen <\/span>tot <\/span>daadwerkelijk <\/span>kopen.\u2074<\/span><\/p>\n

AI <\/span>transformeert <\/span>Search <\/span>en <\/span>ons <\/span>zoekgedrag<\/span><\/h3>\n

De <\/span>innovatie <\/span>gaat <\/span>verder <\/span>dan <\/span>alleen <\/span>visuele <\/span>en <\/span>stemgestuurde <\/span>zoekopdrachten.\u00a0<\/span>Terug <\/span>naar <\/span>die <\/span>blender: <\/span>met <\/span>Circle <\/span>to <\/span>Search<\/span><\/em> kan <\/span>ik <\/span>het \u201c<\/span>nutrient <\/span>extraction\u201d-<\/span>knopje <\/span>aanwijzen <\/span>en <\/span>vervolgens <\/span>via <\/span>AI <\/span>Overviews<\/span><\/strong> direct <\/span>zien <\/span>wat <\/span>deze <\/span>functie <\/span>doet <\/span>en <\/span>welke <\/span>recepten <\/span>er <\/span>gebruik <\/span>van <\/span>maken.\u00a0<\/span>AI <\/span>koppelt <\/span>visuele <\/span>signalen <\/span>aan <\/span>uitgebreide, <\/span>contextuele <\/span>informatie. <\/span>En <\/span>dit <\/span>is <\/span>nog <\/span>maar <\/span>het <\/span>begin. <\/span>In <\/span>de <\/span>VS <\/span>testen <\/span>we <\/span>momenteel <\/span>AI <\/span>Mode <\/span>for <\/span>Search<\/span><\/strong>, <\/span>een <\/span>functie <\/span>met <\/span>geavanceerdere <\/span>redeneer- <\/span>en <\/span>analysecapaciteiten <\/span>die <\/span>zelfs <\/span>complexe, <\/span>meerstapsvragen <\/span>kan <\/span>beantwoorden.<\/span><\/p>\n

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Waarom <\/span>dat <\/span>nodig <\/span>is? <\/span>Omdat <\/span>15% <\/span>van <\/span>de <\/span>zoekopdrachten <\/span>elke <\/span>dag <\/span>compleet <\/span>nieuw <\/span>is<\/span><\/strong>.\u2075 <\/span>Door <\/span>Search <\/span>met <\/span>AI <\/span>te <\/span>versterken, <\/span>blijven <\/span>we <\/span>niet <\/span>alleen <\/span>bij \u2013 <\/span>we <\/span>herdefini\u00ebren <\/span>de <\/span>manier <\/span>waarop <\/span>mensen <\/span>zoeken.<\/span><\/p>\n<\/blockquote>\n

Hoe <\/span>marketeers <\/span>rendement <\/span>behalen <\/span>in <\/span>dit <\/span>nieuwe <\/span>tijdperk<\/span><\/h3>\n

Voor <\/span>marketeers <\/span>is <\/span>de <\/span>digitale <\/span>wereld <\/span>complexer <\/span>dan <\/span>ooit. <\/span>Gemiddeld <\/span>komen <\/span>consumenten <\/span>dagelijks <\/span>met <\/span>meer <\/span>dan <\/span>130 <\/span>mobiele <\/span>contactpunten<\/span><\/strong> in <\/span>aanraking.\u2076 <\/span>Traditionele <\/span>media-<\/span>inzet <\/span>en <\/span>handmatige <\/span>campagnes <\/span>zijn <\/span>simpelweg <\/span>niet <\/span>snel <\/span>of <\/span>flexibel <\/span>genoeg.\u00a0<\/span>Bedrijven <\/span>die <\/span>AI <\/span>omarmen, <\/span>presteren <\/span>duidelijk <\/span>beter. <\/span>Wie <\/span>hier <\/span>niet <\/span>op <\/span>inspeelt, <\/span>mist <\/span>de <\/span>kans <\/span>om <\/span>de <\/span>meest <\/span>waardevolle <\/span>doelgroepen <\/span>te <\/span>bereiken.<\/span><\/p>\n

Het <\/span>goede <\/span>nieuws? <\/span>De <\/span>AI-<\/span>technologie <\/span>die <\/span>onze <\/span>consumententoepassingen <\/span>aanstuurt \u2013 <\/span>zoals <\/span>AI <\/span>Overviews \u2013 <\/span>vormt <\/span>ook <\/span>de <\/span>kern <\/span>van <\/span>onze <\/span>advertentieoplossingen.\u00a0<\/span>Dankzij <\/span>een <\/span>dieper <\/span>begrip <\/span>van <\/span>intentie <\/span>zorgt <\/span>Google <\/span>AI <\/span>voor <\/span>relevantere, <\/span>beter <\/span>ge\u00efntegreerde <\/span>advertenties <\/span>gedurende <\/span>de <\/span>hele <\/span>klantreis.<\/span><\/p>\n

Voorbeeld: <\/span>Volvo <\/span>Cars.<\/span><\/strong><\/p>\n

Om <\/span>de <\/span>concurrentie <\/span>in <\/span>de <\/span>elektrische <\/span>voertuigenmarkt <\/span>voor <\/span>te <\/span>blijven, <\/span>zette <\/span>Volvo <\/span>AI <\/span>breder <\/span>in. <\/span>In <\/span>22 <\/span>EMEA-<\/span>markten <\/span>richtten <\/span>ze <\/span>een <\/span>schaalbaar <\/span>model <\/span>in. <\/span>Door <\/span>te <\/span>werken <\/span>met <\/span>broad <\/span>match<\/span><\/strong> en <\/span>algemene <\/span>zoekwoorden <\/span>zoals \u201c<\/span>elektrische <\/span>SUV\u201d, <\/span>wist <\/span>het <\/span>algoritme <\/span>meer <\/span>dan <\/span>een <\/span>miljoen <\/span>extra <\/span>relevante <\/span>zoekopdrachten <\/span>te <\/span>vinden \u2013 <\/span>wat <\/span>leidde <\/span>tot <\/span>47% <\/span>meer <\/span>leads<\/span><\/strong>.\u00a0<\/span>Daarna <\/span>schakelden <\/span>ze <\/span>over <\/span>op <\/span>een <\/span>value-<\/span>based <\/span>bidding-<\/span>strategie<\/span><\/strong>, <\/span>waarmee <\/span>ze <\/span>hun <\/span>conversiewaarde <\/span>maximaliseerden. <\/span>Zo <\/span>werd <\/span>er <\/span>onderscheid <\/span>gemaakt <\/span>tussen <\/span>ori\u00ebntatie (<\/span>bijv. <\/span>reviews <\/span>lezen) <\/span>en <\/span>conversiegerichte <\/span>acties (<\/span>zoals <\/span>een <\/span>proefrit <\/span>boeken). <\/span>Na <\/span>een <\/span>A\/<\/span>B-<\/span>test <\/span>van <\/span>drie <\/span>maanden <\/span>verdubbelde <\/span>Volvo <\/span>zijn\u00a0\u00a0<\/b><\/span><\/p>\n

Search <\/span>ontwikkelt <\/span>zich <\/span>continu <\/span>met <\/span>gebruikers <\/span>mee. <\/span>Voor <\/span>marketeers <\/span>biedt <\/span>deze <\/span>nieuwe <\/span>generatie <\/span>AI-<\/span>gedreven <\/span>Search-<\/span>oplossingen <\/span>nieuwe <\/span>kansen <\/span>om <\/span>in <\/span>contact <\/span>te <\/span>komen <\/span>met <\/span>een <\/span>nieuwe <\/span>generatie <\/span>consumenten \u2013 <\/span>die <\/span>zoekt, <\/span>scrollt, <\/span>streamt <\/span>en <\/span>shopt <\/span>op <\/span>geheel <\/span>nieuwe <\/span>manieren.<\/span><\/em><\/p>\n

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...<\/p>\n","protected":false},"author":25,"featured_media":707305,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[338],"tags":[],"class_list":["post-707304","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nieuws-tool-ai-business-marketing-ai-modellen"],"_links":{"self":[{"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/posts\/707304","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/users\/25"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/comments?post=707304"}],"version-history":[{"count":0,"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/posts\/707304\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/media\/707305"}],"wp:attachment":[{"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/media?parent=707304"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/categories?post=707304"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/tags?post=707304"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}