While speech recognition research and AI continue their rapid progress, let’s look at how these technologies will change the expectations of customers and shape the future of marketing.
With the explosion of technology in the digital space, customer expectations and the capabilities of a website are constantly changing. As of mid-2017 approaches, it is a good time to look closely at trends that will have a significant impact on the industry.
There are now over one billion websites available and the amount of online data has exploded from 130 Exabyte in 2005 to 40,000 expected in 2020. In response to the incredible amount of information available online, are now competing with each other to provide customers with relevant content. This has obviously led to progress in the quality of content and has led to a greater expectation of customers towards brands and their associated websites. Advances in voice search and artificial intelligence will provide rich answers that will help marketers understand the customer’s intent.
Google already positioned on these new technologies
Google has developed algorithms to respond directly to customers’ search intent behind queries. This allows customers to quickly find the right answers to their questions. With the advent of these new technologies, it will now be a matter of securing its positions at the top of Google SERP, for example via the 3 packs and local Quick Answers. This will likely become a priority in the SEO SEO strategy of brands.
Speech research is increasingly influencing the mobile experience
In recent years, marketers can no longer ignore the mobile user experience and how it has changed the interactions between brands and consumers. Today, another trend is increasing and shows no signs of slowing down: voice recognition research. Between 20% and 25% of queries on the Google mobile app and Android devices are already voice searches. A survey of 2015 also revealed that 60% of voice search users reported that they had started using virtual assistance and voice commands over the past 12 months. Given this growth, ComScore estimates that by 2020, 50% of all searches will be voice searches.
The impact on search marketing
As vocal research continues to progress, the way consumers formulate their sentences is changing as well. Clients no longer insert keywords, they ask questions using full sentences to express themselves. This will undoubtedly affect the optimization strategies of natural SEO in particular.
Considering the increase in voice search, one should not neglect the shift in Google’s algorithm. In an increasing number of cases, the search engine no longer tries to propose several responses in relation to your query, but it finds the answer itself. We actually see various rich answers at the top of the SERP that provide users directly with the information they need, thus eliminating the need for many to click on the SERP.
According to Google, voice search queries have three important features:
- They are more likely to be thrown during a displacement, on an immediate subject;
- They do not deal with sensitive or intimate information;
- They typically do not include searches for Web sites that require significant user interaction.
In other words, the rich answers provided by Google will play an important role in voice search. The ability of brands to optimize and make their sites appear in these answers will determine their visibility.
Voice Search and Social Media
Voice search also finds an increasing presence on social networks. Facebook offers an optimized UX with the addition of options for voice messages via its Messenger application. These allow customers to listen to and reply to their friends’ messages on the application through voice commands. As these features become more popular and the technology improves its accuracy, it is likely that voice control will extend to other social media platforms.
With the simultaneous increase of rich answers and voice search, much of the web search will probably become a conversation between the user and his device. Brands need to anticipate this change and find a way to determine their own role in this new form of the customer relationship.
AI and personalization will dominate the user experience
In 2015, the Google SEO algorithm is completed by RankBrain, which definitely sets the importance of AI in search, also called “machine learning”. Now, the multinational is at the forefront and serves as an example to follow for all digital marketing specialists.
Throughout the year, they should expect to see a growing presence of AI in the development of websites. Brands will need to keep users engaged by showing that they understand their needs and can respond to their concerns.
Customizing the user experience on websites with Big Data is a fantastic way to do that. The sites will be more responsive to customers past behaviors and purchases, providing a personalized experience that goes further than just using names to greet visitors. This level of customization will be used to guide users from their first engagement with the brand until their purchase.
What AI Will Offer to Marketing Specialists
Data already help marketers become familiar with the users’ intent once a new visitor arrives on the page. The algorithms will be able to analyze the location, how users arrived on the site, the pages they visit, and other behaviors to understand the prospect’s position in web traffic and Identify the persona he probably embodies.
By using Data Visualization tools, brands can then customize their content, promoted products, and resources to increase engagement throughout the customer’s visit. It is no longer the sales professionals who act as the main means of engaging customers, but it is the websites that demonstrate the value of the brand.
Data analysis: the differentiating factor that will fuel success
We talked about the importance of the incredible amount of information available on the Web for several years. As technology continues to improve, data become the primary differentiator between those who can adapt to these trends and those who remain behind.
Many organizations are beginning to take advantage of the Big Data’s competitive advantage: 48% invested in this transformation in 2016, a 3% increase from 2015, according to Gartner. As brands better understand how these data can be used in their marketing efforts, this number will only increase. Moreover, the new business of Data Scientist exists now in any large company that respects itself.
Customization will be impossible without the analysis of this large amount of information. These valuable data allow algorithms and platforms to understand the motivations, behaviors, and desires of users in order to offer them a highly individualized experience.
With the increasing development of AI, companies that are implementing ways to optimize their Data Driven marketing will be able to better interpret the data and translate it into reflective elements. The algorithms allow brands to adopt a relevant personalization and to become actresses essential in the world of digital marketing.
image via: sales force