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In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.
"I think most managers, including me, are talkers," he said, his computer terminal unplugged and facing the wall. "I would rather talk than write.”
While it took almost 25 years for his prediction to be realised, the rise of voice is well and truly here - and, it’s only going to become more ubiquitous.
In revealing its predictions for IT organisations and users in 2017, research and advisory company, Gartner, declared that by 2020 30 per cent of online browsing will be screen free. Consumer experts, ComScore, think that figure will be closer to 50 per cent.
While it may be difficult to imagine trawling the net without the device you’re currently reading this article from, in a world where “Alexa", "Hey Siri" or "OK Google” is becoming increasingly synonymous with search, the ability to browse the web without hands, or eyes for that matter, is certainly imaginable.
Eliminating the use of hands and eyes for browsing will drastically change the way we consume content, communicate and connect. Whether driving, cooking, grocery shopping or gardening, Web searches can be activated from almost anywhere. Interestingly, even now people are becoming increasingly comfortable using search from strange places. While a whopping 45 per cent of people either agree or strongly agree that they feel annoyed when hearing someone else use voice commands, in 2018, over 20 per cent of people are using voice search in a public restroom. In addition, close to 40 per cent on public transport and over 50 per cent in the office alone.
So what about Google?
For an empire like Google, built on search, the rise of voice is a huge disruption to its business model. With 74.5 per cent of all Internet searches on most platforms almost are made using Google, a YouGov survey published in April revealed Microsoft's Bing is the market leader when it comes to voice. That’s because Google Home holds 7 per cent of the UK smart speaker market (plus 9 per cent for the Google Home Mini) compared to Amazon Echo's (combined) 75 per cent. The clincher is Amazon's voice assistant runs using Bing, meaning Google is facing a rather serious threat to its business model.
The question then becomes: How can you protect your business from the rise of search?
Just as the mobile experience is completely different from websites, voice-led search is another shift for marketers. You do not need to make huge changes, but you need to continually tweak your voice search efforts. Fortunately, the data you collect will improve the efficiency and effectiveness of your experimenting. To do this well, it is important to recognise exactly how voice data works.
Search works by interpreting an input and then matching it with the content of a Web page. By providing explicit clues about the meaning of a page to search engines – known as structured data - providing information about a page and classifying the page content is key. For example, on a recipe page, this could include what the ingredients are, the cooking time and temperature, the calories, and so on.
This information is part of the data the search engines use for voice search to determine the relevancy of a website and is a goldmine for websites that want to get local search traffic. In fact, mobile voice search is three times more likely to be used for local-based queries than text searches.
Therefore, including microdata on each page like location, product information, and other essential details helps you improve your searchability when people ask for a local establishment.
In doing this, keep in mind:
In an ever-changing field like voice search, we know what worked yesterday won’t necessarily work tomorrow, and it’s important to continually refine strategies that meet current demands. Do this by looking at the data, testing, and improving the structured data you have on your website to drive more targeted traffic to your website.
As our customers exhibit growing desire to be recognised for their preferences and passion points, ...
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Great e-commerce article!
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