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BizReport : Blogs & Content archives : October 27, 2016

Expert: How Siri, Echo are changing content needs

Consumers used to type in their city and a need - like family style restaurant or plumbing installer - into a search engine to find local information. But, with the release of voice-based personal assistants, the way we find information has changes. Here's what brands need to know about these changes.

by Kristina Knight

Kristina: Apple released Siri, Amazon has Echo, and now Google is releasing Home - what is driving consumer interest in these products?

Ryan Sullivan, SVP Performance Services, Performics: People are busy - and our lives are filled with choices. What to buy, where to eat, when to leave, how to learn and who to know. The way we discover information is quickly evolving based on convenience, especially with voice.

Kristina: How are these products changing how consumers find product information?

Ryan: People are leaving simple search language behind and favoring more complex queries, using a variety of inputs. We're still searching, but search is more than a media channel, it's a guide, a shortcut, a directory to the web. These new services are making it easier for people to search and discover on their own terms.

Google Assistant, in particular, is a real star. It mines all the contextual detail predicting the eventual ask and makes its results all the more relevant. Rather than have a conversation with your friends about seeing a movie and then saying "ok Google, what time is [movie name] playing in Chicago," you can just say something akin to, "movie times" and eventually "get tickets." Google has been working on AI for many years and has been in the information-brokering business since its start.

Kristina: What can brands do now to ensure customers are finding them?

Ryan: Optimize digital content for visual- and speech-based (vs. keyword) queries, ensure content can be discovered by personal assistants (Siri, Cortana, Echo), and use available ad capabilities to create richer ads that incorporate images, videos, site links, reviews and other engagement enhancers.

Kristina: How will these additions impact connected content?

Ryan: Consumer interactions with these devices will give brands/marketers a wide range of new data sets and experiences to power advertising and content experiences. For instance, the entire home platform gives Google a much more robust, identity-based method of targeting, advertising and linking consumer searches and actions across devices (Google-owned or not) to actions an advertiser would value. This can connect experiences across OTT, digital content, voice search, home automation, mobile, etc.

Tags: digital assistants, ecommerce, mobile marketing, Performics, search marketing

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