In technology “physical things” keep getting smarter - cars, robots, drones, thermometers, refrigerators, watches, crockpots, and even your light bulbs. The last few years has been the start of another technology disruption wave. Big tech giants are providing ways for people to retrieve information without having to type and we are approaching a new world with the ever-growing IoT.
Here’s the list of major voice-enabled assistants we are using today:
- Google Assistant – Google’s voice assistant powers Google Home as well as sitting across its mobile and voice search capabilities.
- Apple Siri – Native voice assistant for all Apple products.
- Microsoft Cortana – Available on Windows, iOS, and Android.
- Amazon Alexa – Voice-activated assistant that lives on Amazon audio gear (Echo, Echo Dot, Tap) and Fire TV.
Ok Google, where can I buy…”
Millions of people are now using voice assistants to search for information. According to an Adobe Analytics survey, the most common searches on smart speakers are asking for music (70%), the weather forecast (64%), followed by fun questions (53%), online search (47%), news (46%), and asking directions (34%). Additionally, talking to smart assistants at home has increased substantially in spring 2020, according to a recent report by Smart Audio.
People are also starting to use smart assistants to shop as conversational AI continues to develop at a rapid pace. Walmart and Target got this message early. Both companies teamed with Google to make it possible to shop for some of their items via Google Home and other devices powered by Google Assistant. Voice-based shopping is expected to jump to $40 billion in 2022 (source: OC&C Strategy Consultants)
It has always been crucial to be on the first page of Google's or Amazon's search results. As more and more businesses follow that lead in voice, it's going to matter even more if you're one of these first or second recommended products.
What does voice mean for your business?
"Being active and trying to invent new things helps Amazon see the future a little better. To me, ‘invent the future you want to see’ is a useful metric in how to protect yourself from the Ubers and AirBnBs of the world." - Nick Johnson, Amazon Robotics
Marketers who are on the forefront are trying new technologies and new ways to earn business, so they can be less likely to be taken by surprise as cab companies and hotels were when Uber and Airbnb took over.
What does voice search mean for your website?
Voice recognition is the future. And the future is now. This year Google Duplex, Google’s voice AI service, is expanding into other countries and we’re seeing Google’s voice search on mobile devices being made available in over 100 languages. Voice search optimization involves fast load time, natural language, and question-based content with a goal of ranking at position zero. Websites must be adapted to meet the needs of this new technology.
It’s predicted that brands that redesign their websites to support visual and voice search will increase their online revenue by 30% over the next 4 years.
Learning and Experimenting
Now is the time for marketing leaders with e-commerce responsibility to experiment. Updating your website for voice is only the beginning. CMOs need marketing companies to have a multi-disciplined team of advanced thinkers who are ready to integrate the latest technology. Marketers need to be data-obsessed and have a data-driven approach to marketing. Staying ahead of the curve relies on keeping knowledge as current as possible and continuous learning.
Smart marketers will be building this critical element and its impact into their future marketing budgets and plans from this point forward.
Photo Credit: Adobe Stock
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