4 Ways Voice Command Is Changing the Marketing Landscape
A year ago, I made fun of my husband for his staunch refusal to type on his device. He’d give stern directions in staccato rhythm to his iPhone, usually in search of something on Google or in response to a text message. And I’d ask him, “Why are you doing that?” because Every. Thing. He. Said. Sounded. Angry. And. Unnatural.
His response was simple. “I don’t like typing on this small screen.”
Fair enough. What I didn’t realize at the time was consumer evolution taking place right in front of my face.
Things have come a long way since that gesturing paperclip assistant in the corner of Microsoft Word docs. Today, every major player in the game has a voice-powered assistant that takes the type work out of searching online, launching applications, responding to email or text messages, setting reminders and more. Apple has Siri, Amazon has Alexa, Google has Google Assistant and Microsoft has Cortana. And people have taken notice.
- ComScore predicts that 50 percent of all searches will be voice searches by 2020.
- ComScore also reported that 40 percent of adults now use voice search once a day.
- According to Search Engine Watch, we’re making Google voice queries 35 times more than we did in 2008.
- Gartner predicts that 30 percent of web browsing sessions will be done without a screen by 2020.
- In just two years, the voice recognition market is projected to reach $601 million.
This isn’t just a new trend. It’s a major shift in user behavior that will have a profound and lasting impact on the marketing landscape.
Why Voice Command is Going Viral
- MobilityPeople have become the ultimate multi-taskers. We pay our bills while standing in line at the grocery store and check email while walking the dog. Admittedly, we give our devices a lot of attention while driving, too. (Stop that!) Simply put, voice search provides a safer, faster, easier way to access information on-the-go.
- Improved TechnologyDictation hasn’t always been accurate or easy to use, which turned people off and prevented voice search from instant success. But the technology is far more sophisticated today than ever before, and it’s getting smarter with each use. Creators like Apple use machine learning (a type of artificial intelligence) that enables computer programs to adapt and improve as they are exposed to new data about the user.
How Voice Command is Changing the Marketing Landscape
1. Casual Discourse is Taking Over
We write differently than we talk. Writing is more formal, structured and careful. Talk is more casual and natural. For example, let’s say you want more information on landscaping services in your area. Traditionally, you might type your search into Google as “landscaping, [ZIP code].” But if you were trying to access this information using voice search, you’d probably say something like, “Hey, Siri, where can I find landscaping services near me?”
What this means for marketing: Audiences are interacting with and requesting information in a more conversational and humanistic way. Your content needs to reflect that styling. Ditch the stuffy discourse and start writing the way Go to the full article.