With the release
of the Google Home voice-activated home assistant and Amazon’s success with its
Echo smart speaker, there has been lots of speculation in the marketing sector
regarding new strategies for a voice-search world.
According to Manning Gottlieb, by 2020, over 200 billion searches per month will be
done with voice. Queries will be based on full questions or commands and the probability
of using single keywords in that form of search is relatively low. With the
change in search patterns that the increased number of smart assistant
technology will bring, marketers have lots to consider.
But what are the
implications this technology could have on marketing and advertising? First,
access to customer data can get more complicated as there are still no
processes available for tracking it through smart assistants.
Rankings on search
engine results pages (SERPs) are also subject to change as smart assistants
become more popular. Logically, if a user searches for something through Amazon’s
Echo or Google Home, they will receive one main result, unless they ask for more.
That can significantly harm those whose business is based on SEO optimization.
In this case, everything that comes after the first position, or at least the
first three, will simply matter much less. On-the-spot responses to the users'
queries would also mean less interaction with the web or mobile applications.
As a consequence, insights into the online activity of the users will either
diminish or acquire a completely new form.
But how could smart
assistant technology be leveraged by marketers and advertisers? Again, it all
comes down to data. The conversational nature of the search could bring in more
information about the customers. Particularly when combined with the other data
a company may have. There is, however, one prerequisite: Google cannot hold
that data captive and needs to make it accessible to marketers.
integration of smart assistant technology with other devices in your home
logically creates more points from which data could be collected. This, in
turn, means a very high level of personalization, which raises concerns
regarding privacy. Although Amazon and Google strongly advocate for their
privacy protection policies, the risks are still out there.
assistant technology with blockchains could potentially provide a foundation
for data tracking as well as increase security. Given that publishers do not
have control over the usage of their content by Google through smart assistant
technology, blockchains could ensure more protection from exploitation of copyrighted
content. As in most cases, transparency of blockchain technology could also
make those processes clearer.
current marketing trends, paid advertisement could be incorporated into the
search process. Following in Amazon’s footsteps, users could be potentially
regaled with suggestions and offers. If the growth of smart assistant
technology continues to increase, users’ needs will change as well. Marketers
should bear in mind that they will have to be way ahead and anticipate these
According to ICORating, 64 percent of all attempted ICOs failed and startups raised 48 percent less through ICOs as 2018 came to a close. As a result, many companies are now pivoting to raise money through security token offerings (STOs), but there are questions about whether investor demand is going to be any different.
Ahead of announcing an official strategy for leveraging blockchain technology more widely, the German government has opened a process for receiving recommendations around the technology from local companies and industry groups. Germany is Europe's largest economy and Berlin is home to numerous blockchain startups. The solicited recommendations could lead to official legislative action in the near future.