Smart speakers and digital personal assistants offer users whole new ways to get information and conduct business. Is your business ready for this disruptive new world of marketing?
In this episode of our popular Here’s Why digital marketing video series, Stone Temple’s Eric Enge explains how digital personal assistants will change how people search, and how you can prepare now to be ready for the shift.
Don’t miss a single episode of Here’s Why with Mark & Eric. Click the subscribe button below to be notified via email each time a new video is published.
Resources
- Rating the Smarts of the Digital Personal Assistants
- The Rise of Personal Assistants
- See all of our Here’s Why Videos | Subscribe to our YouTube Channel
Transcript
Mark: Eric, are these digital personal assistants really all that smart?
Eric: The ability to answer questions and find what we need varies by device, but yes, they’re getting smarter all the time. Earlier this year, we asked 5000 questions of Google Home, Amazon’s Echo, Apple’s Siri and Microsoft’s Cortana.
We found that Google home gave answers to the most questions and got more of them 100% correct than the other devices. But Cortana was not far behind. And if we eliminate answers where they simply provided a search results page, Google Home, Cortana, and the Amazon’s Echo device running their Alexa app, all answered correctly above 80% of the time.
Mark: When these assistants are in smart speaker devices such as Google Home or Amazon’s Echo, people do a lot more with them than ask questions though, right?
Eric: Sure. Depending on the device, you could shop, order products, set reminders, listen to music, interact with smart devices such as thermostats and dozens of other functions. But a comScore survey showed that the highest use case for smart speakers was answering general questions like the ones we asked them in our study.
Chart from MarketingCharts
Mark: So, if more and more people are going to be using digital personal assistants to search and do things they used to do only in a web browser, how should marketers be preparing for that change?
Eric: Great question. The first step is to get your product services and unique information into those devices. The easiest way to do that is to start learning how to build apps with Amazon Skills and Actions on Google. Both are really easy to use and test. And once you’ve built that app, you can submit it for publication on their respective services so users can begin interacting with it.
Mark: In your Search Engine Land column you link to the resources to build those apps.
Eric: And the next deeper level is to explore the area of conversational interfaces. It’s only natural that when using their voices, people will speak to these devices with more natural language than it might use when typing into a search window. So it’s good to create the right questions your smart speaker apps can use to help guide users towards what they really want.
Now, all of this will get much more sophisticated in the future but it will pay to invest in learning to interact with these devices now to be ahead of your competition in the future.
Mark: Thanks, Eric.
Don’t miss a single episode of Here’s Why with Mark & Eric. Click the subscribe button below to be notified via email each time a new video is published.
See all of our Here’s Why Videos | Subscribe to our YouTube Channel
from Stone Temple Consulting http://ift.tt/2Ablt2V
via IFTTT
No comments:
Post a Comment