Have you heard of the “voice revolution” before and maybe wondered what this means? Should you start thinking about the consequences for your business?
In this article, we’ll explain what the voice revolution is all about and what impact it has on your business.
What’s the “Voice Revolution”?
To understand what the voice revolution is all about, let’s take a quick look at internet search behavior. In the beginning, users mainly searched on a desktop PC from home. With the increasing popularity of smartphones, user behavior changed to a mobile first usage.
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Currently, with the rapid spread of voice assistants, a further change in search behavior can be witnessed. For example, market research company Juniper Research expects the number of voice assistants to grow from 2.5 billion by the end of 2018 to 8 billion by 2023.
The market for smart loudspeakers is also growing at a rapid pace. A study by Bitkom and Deloitte shows that every eighth German inhabitant uses a smart speaker, such as Alexa or Google Home, for playing music, information requests or to operate smart home devices.
If we take this scenario a little further, we can assume that in the future not only loudspeakers but also many other objects, such as microwaves or refrigerators, will be controlled through voice. Not to mention wearable technologies, like smartwatches.
What impact does the Voice Revolution have on businesses?
It can be expected that the user behavior will shift to a voice first approach. That’s definitely a trend that companies have to prepare for if they still want to reach their customers in the future.
Voice search vs. conversational interaction
First of all, it is important to distinguish between “voice search” and “conversational interactions”. Voice Search is a request that is made to search engines through a voice command. This can be, for example, the search for a product or a service.
However, dialogue-based interactions go one step further. In this case, it is about providing information and solving customer problems while having a natural conversation. Reynder Bruyns from iProspect and Karen Carbonez from Google see enormous potential for the second category over the next few years.
Voice search: The winner takes it all
Voice search is a development of online search. Search behavior will change due to the usage of voice. As first observations show, there seems to be a trend of search requests getting longer.
Voice search requests are made through complete sentences and are often questions. Therefore, we can assume that long-tail keywords continue to gain in importance. Companies should be aware of this and adapt their content accordingly.
Furthermore, compared to today’s common search through text, significantly fewer results are displayed to the user with voice search. While we get a list of up to ten entries on the first result page on a desktop or mobile device, this will be different for voice search, where only the first search result will be read aloud. This means that if a company does not rank first, it is automatically invisible to voice search users.
Dialog-based interactions: Innovative marketing strategy on demand
Companies must say goodbye to the classic sales pitch and above all focus on providing relevant answers. This requires thinking about communication with digital assistants, and how far they can help users solve their problems.
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Users talking to smart devices at home will be looking for guidance and general information. For example, a retail company may be offering assistance in putting together the right purchase items or airlines can help guests to complete the check-in.
Currently, this marketing channel is still in its infancy. This makes it even more important for companies to start thinking ahead now.
Onlim specializes in the development of conversational interactions through voice assistants. Learn more about our innovative solutions here.
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