Rob Weatherhead

About Rob Weatherhead

Rob Weatherhead is head of agency at Fast Web Media.

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Don’t be fooled, voice is still the future of commerce. Just not yet

12 months ago voice search was the future. Then it wasn’t. Then it was again. Now it appears it’s all hype. I’m struggling to keep up! The latest “voice is over-hyped” claim came in the form of underwhelming stats about the number of commerce-related queries that are being performed on a voice-enabled device. A rather dismal 2% of people who own Amazon Alexa devices have used them to make a voice purchase, according to Amazon’s own data.

Meeting search intent: A model for measuring success

Whether it’s due to the impact of GDPR or a consequence of the move towards a voice-activated Internet, the word on the lips of leading digital marketers right now is intent. 

What’s a user’s intent? How do you identify that intent? How do you match intent with your digital activity and show the user that your business can help?

multi platform

What does the multi platform revolution mean to you?

The internet used to be intrinsically linked to a physical device. The PC at work, the laptop in the lounge, but this is no longer the case.  

In my house alone I have seven separate devices I could use to connect to the internet in one way or another, be it the mobile in my pocket, the tablet while I watch TV, or via my games console.  

I may be interacting with your brand on all of these platforms, and I expect a positive experience.

I am not alone in this. Mobile devices now account for 8.49% of global website visits and iPad sales now exceed 55M worldwide, 5M in the UK. 

People no longer consume your content in a single way on a single device, so you need to understand how your customers are engaging with you and what that means for your marketing efforts.  

How do people interact with your company on the various platforms available and what do they expect from you? 

Mobile marketing: evolution not revolution

Everybody, especially commentators and journalists, loves to talk about defining moments. That is the reason there has been so many column inches dedicated to predicting, or dismissing “the year of the mobile”.

Everyone can see the potential for mobile devices to change the way we consume and engage digitally and they are all hoping for, and expecting, a single event that marks the beginning of mass mobile adoption from a marketing stand point.  

The reality however, is this event is never going to occur. The year of the mobile will probably never happen as there is no single event which is going to change the way we use and consume information and advertising on mobile devices. 

What will happen is a natural evolution of mobile devices, platforms, and user attitudes that will evolve mobile internet into a channel with mass usage allowing for marketers to engage with customers more.