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Paid Search and Artificial Intelligence

We are now at the crossroads of a future where our voice is the main signal for the elaborate data grid known as life. When Amazon and Google were founded, only a saint could have foreseen that those companies would one day start turning the physical world into a vast, digital interface that can be voice activated. AI powered voice is what makes Amazon and Google the real competitors to watch out for as Amazon Echo & Google Home gain traction. 45 million voice-assisted devices are now in use in the U.S.and that number will rise to 67 million by 2019. Amazon Echo, which works alongside Alexa, owns 70 percent of this smart assistant market. With a vision that customers will be able to access Alexa whenever and wherever they want, it will be possible for customers to be able to talk to their cars, refrigerators, thermostats, lamps and all kinds of devices inside and outside a home. But how will paid search figure into it all?
While brand marketers are coming to terms with a consumer landscape where touch points change into listening points, search marketing pros are laying important groundwork by focusing on what can be done with Amazon Echo and Google Home.
With voice replacing fingertips, search is now the battleground when it comes to brands. For Google, the goal is to create a personalized user experience that can answer questions, manage tasks, help get things done and also have some fun with music and more while details on advertising are awaited. Although officials declined further comment about ads, agencies are now preparing for them. Very soon organic search is going to be the way to get your brands represented for Google Home . Another forecasts 50 percent of all search will be via voice tech by 2020. Then ultimately, the ads auction will follow. You’ll bid to get your brand at the top of searches. We believe that’s the way it will go. Think about it—it has to.” Also noted is how the specificity of voice search combined with what other platforms are already able to surmise about your specific context should result in more personalized results and how the same applies for advertisers.
Brands used to being placed in the top five search results should brace for a new reality, where they might have to worry about being in either the first or second slot or risk not being there at all. There shall emanate a battle for shelf space slots, which should in-fact get all the more expensive. It is seen as the same amount of interest narrowing down to a smaller landscape.
Top 3 three questions for business owners should be ‘How do I prepare for voice becoming the driver of commerce?’ or, ‘Content to focus on to increase my chances on these devices?’ and, ‘Will all my search budget migrate onto these devices some day?’ There is no immediate answer to any of these questions but being early to this means you get the spoils.
An old news organization has moved quickly in the space with the news and storytelling app infused with machine learning. This offering allows listeners to experience curated options based on their shown preferences. And the organization also extended the reach of its content by inking a deal with Amazon Alexa . And the benefits in particular for corporate’s start from letting brands get extended audio mobile messaging when consumers want to hear more. They can press a button on the phone to hear more about what the company is doing around innovation. IBM launched Watson Ads and let viewers talk with a brand’s ad and request additional information. Imagine talking to video ads via Amazon Echo Show, a smart screen that comes equipped with Alexa voice functionalities.
GE provides an intriguing business-to-business example of how AI-based utilities will soon help enormously expensive products like locomotives or jet engines sell themselves. Staples also plans to flip the switch on its B2B voice AI initiative early next year. On partnering with IBM Watson the retailer’s Easy Button, which is a fixture in its TV ad spots,will add an intelligent, voice-activated ordering service, which already has been tested in recent months by enterprise clients. The business supplies behemoth is providing a step-by-step informative on building an Echo-like device. Hackers in the future might even find a way to siphon off data collected from these listening points in homes and offices. Last spring, Burger King faced considerable heat from privacy advocates after its television ad that won a Cannes Grand Prix,hacked Google Home devices around the country. Since voice AI could impact search-driven commerce, it would be wise for providers to encourage industry best practices. Probably better if they form a larger circle that also includes Facebook, Apple, Samsung and Microsoft in hopes of getting a significant piece of voice real estate.
The focus seems to go way beyond voice search and towards creating an assistant that looks out for you. Know more about our services rendered in close partnership with our customers, to address the current state of their digital media, along the pillars of Strategy, Infrastructure, Measurement and Enablement.

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