Google Now, Microsoft Cortana & The Predictive Search World: Recap From SMX East

What will you search for next? That’s what Google and Microsoft are trying to figure out with their Now and Cortana products and, with all the data becoming available, they may know before you do. As a marketer, you need to be aware of these developments so you can improve the chances of your brands and products being proactively presented to people before they even know they want them.
That topic — predictive search — was the focus of a session by Cindy Krum, founder and CEO of MobileMoxie, at last week’s SMX East conference in New York City.
Because of Google’s dominance in the data collection and aggregation field throughout its Googleverse, Krum focused chiefly on Google Now, with only a brief mention of Microsoft’s Cortana, the predictive search engine on Microsoft phones.
Her overall premise was that Google Now is attempting to present answers to people before they even think to ask/search for them. The way Google’s reach and

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