Voice search probably isn’t going to be the next big thing. Yes, voice search is disrupting text-based searches, and this is causing a few raised eyebrows. However, #voice
is only a small part of the disruption that’s happening today.
AI is what’s really disrupting and shifting the #consumer #behavior
, and voice search is just a component of that bigger picture.
There, I said it.
Now, let’s #talk
about it. It’s hard to distinguish between voice search and voice-assisted #engagements
assistance (aka conversational #AI
). So, my intention here is to outline the differences between these two entities and explain what you, as #marketers
, need to do to take #advantage
Voice search vs. conversational AI
When you #think
about voice search, it’s actually not that #revolutionary
. The AI-based technology of natural language processing that enables voice search is #pretty #awesome
; however, voice search is just a mode in which people are #engaging
Say goodbye to the age of touch as the primary interface
What we are seeing with this, in terms of voice assistance, is a shift in how people engage, where the search results are coming from, and how that response is derived. As marketers, we are used to developing programs and marketing #plans
in an era where #touch
are the primary user interfaces between consumers and #devices
Voice search – It’s all about position zero and owning your graph
When you type a query into a search engine, hundreds of options pop up. It’s different with voice. When people engage in a voice search using a digital assistant, roughly 40 percent of the spoken responses today (and some say as many as 80%) are derived from “featured snippet” within the search results.
Understand how people are engaging with conversational AI
Let me ask you a question: How do you interact with your digital assistant?
My guess would be that you talk to Alexa, Siri, Google, or Cortana much like you would another human, and that fact has marketing implications — and #opportunities