Voice emerged as one of the most important trends of 2018. Driven by the growing use of voice-enabled devices, such as Amazon and Google’s smart speakers, many companies have started exploring the ways voice will impact everything from search to online retail.
It’s one of the most famous predictions about voice search – “By 2020, half of all searches will be conducted via voice.” It appears on everything from presentation slides to thinkpieces: the ultimate justification for prioritising voice search; the ultimate proof that soon, we’ll be living in a much more vocal world.
The thing about statistics is that so often, as they’re cited and re-cited, their context is lost. And sometimes, that context can be very important to understanding what a statistic actually means.
Ecommerce has come a long way from its birth in the 1990s. From the dot-com boom and bust, to the SEO age, the rise of social media, and the impact of mobile, this industry has had a wild ride.
That ride is far from over. We are in the midst of still more changes. We cover five of them here.
Get ready for a splendid round-up of stats.
This week’s includes news about data privacy, product pages, voice assistants and much more. And don’t forget to check out the Internet Statistics Compendium for more.
What are the implications of ‘voice technology’ for marketers?
Though it’s a few weeks since South by Southwest, here are few thoughts distilled from sessions I attended in Austin, including — I’ve Got No Screens: Internet’s Screenless Future and A Conversational Future: Making Technology Adapt To Us.
The rapid adoption of smart assistants is set to spark a huge increase in voice search.
Where does this leave traditional on-screen search in marketing?
I recently attended an interesting WARC mini-conference on voice tech and machine learning. The stand out part was a joint session from Mindshare and JWT, highlighting their research in this area.
Here are some observations from this session regarding voice tech, beginning with some background before looking specifically at the commercial challenges and opportunities for brands. (Please also see my recent article, Why brands should be bothered about voice bots).
Imagine if, in the movie Her, just as Joaquin Phoenix’s character feels the pangs of love for his automated personal assistant, Samantha, she had said: “I’m not sure about you, but personally I feel Bank of America offers a very competitive mortgage product for first time buyers.”
Complete mood killer.
Consumers these days are so overwhelmed with emails, posts, white papers, and articles that many have now erected a personal ‘attention barrier’.
This is a mental state which protects consumers’ mental resources from all of the irrelevant messages and advertisements flashed at them online.
What innovation will bring the next step change in customer experiences?
Of all the candidates mooted over the past few years (augmented reality, the internet of things, 3D printing, blockchain), voice user interfaces in digital personal assistants is as good a bet as any.
But despite the success of early entrants such as Alexa, could voice-user interfaces be flawed?