This Is How Voice Search Is Transforming E-commerce Marketing
E-commerce has recently been changing the market’s work as we used to know them, and now they are present in a huge number of our screens. Even more, search via voice is now considered the next big thing in the world of e-commerce.
Now we have more devices than before that has made task handling way more effective, some of which are Cortana, Siri, Bixby, Alexa, and more, as you can now call a friend, search online, hail a cab and take part in the e-commerce transactions happening online.
And now according to trends, 72% of people voice-activated speakers are using them on a daily basis, which could mean big things for e-commerce.
Importance of Voice Search in E-Commerce
So, is voice search really that unique? What has it to do with e-commerce that could make it amount to being a game-changer? What are the benefits of it and why it would appeal to people using it?
Read the following to find out how:
Brand Visibility Will Fade Away
With voice technology, branding won’t be entirely visual anymore. Brands will be both seen and heard. People have perceptions of brands set up in their minds, and marketing is based on building the perception of a product for its customers to scale and grow.
Brands are not going to be just visual, but the audible element is also added so that they could be heard and seen too. So, when you search using a name you will receive the results upon a voice search attempt you will get the list of most popular and relevant products.
So it’s crucial to focus on the marketing aspects that will get your product to the top to benefit your business, so that you could make the most of the voice search feature.
Though still relatively new, smart voice search is gaining traction rapidly, something that indicates that it’s time to refine your marketing activities & strategies in regard to the voice search functionality.
Voice Search Is Intelligent
Voice search leverages not only the aspect of voice, but it goes beyond to also make use of AI and machine learning, how this could happen? Using an algorithm that is smart to learn your habits and wants, that it will, for example, suggest that you shop online for coffee when yours run out.
This will change the dimensions of customer relationship management and will help marketers target the customers based on their impulse and susceptibility.
This will revolutionize the relationship between marketers and customers where research and work will happen to better improve customer targeting, since the collected data will be of an immense help for brands to learn more about their consumers, which should further up the game of marketing.
Yet the thing that is still in progress is to increase the interactions with e-commerce through voice, as voice search is most commonly used for reordering and buying of products that are relatively inexpensive.
Also, until AI is fully trusted, people are not going to depend completely on voice search for shopping online, the thing that shall take some more time.
Voice Search is Better Than You Are
It will remain a fact that voice search is quicker than typing, how? Usually the average person will type between 30-35 words per minute, where voice search will enable you to use up to 100 words per minute. Allowing you to instantly grab what you want to buy. Besides, instead of using both hands to type, you get to use just your voices to look for what you want and get results faster, that’s in addition to being able to multitask by enabling you to order, for example, while washing the dishes, allowing you to fetch what you want in way that is remarkably efficient and convenient.
It’s not that ideal of course, at least not yet, as service providers are still working continuously to improve the accuracy of virtual voice assistants, so it feels as if you are talking to a human being, something that will need more time to be completely developed.
Virtual voice assistants are becoming more interesting and useful every day, so why not use it in e-commerce to craft an experience that is beneficial to customers, too?
People spend most of their time with their smart devices and smartphones. Voice search makes it even easier for them to navigate around and use their devices for multiple things at the same time.
As people are increasingly spending more time with their smart devices, voice is making it much easier to handle them and use multiple device simultaneously. The only caveat could be privacy, but with some consideration, that issue could be mitigated.
The Game Called Marketing
The game called marketing is quickly evolving alongside technology’s progress. With the induction of the voice search feature, marketing is expected to change significantly.
As the technology evolves, also marketing is changing quickly at the same rate, as since the inception of voice search, marketing as well as trying to keep the same pace.
Here is what brands need to learn in order to upgrade their marketing efforts:
- Perception and popularity will dominate the scene in the marketplace
- Optimizing voice content to be SEO friendly, while taking care of keywords and meta-tags.
- The work towards realizing importance of hearing rather than watching should be recognized and be put in place.
- Realizing the existence of many languages and dialects, the thing that could be challenging for marketers as they work on it.
How Are Brands Responding to Smart Voice Search?
Amazon’s Alexa has gained a huge market share when it comes to voice search. Google Home is not lagging behind by much and is observing a continuously growing trend in its customer base.
When it comes to voice search, no one but Amazon’s Alexa are dominating the scene, with Google home following steps.
Google claims now that its voice search accuracy is increasing from 80% to 90% as they continue to improve even more. Top brands have started to apply voice recognition in their product line-ups in more ways that are efficient and distinct.
For example, Nestle has initiated a cookbook operated by a voice search where it provides answers and guidance needed during cooking. Domino’s has started receiving orders using a voice-operated interface, and other brands ware working to follow their lead in other unique and creative ways.
The Future of E-commerce
The number of users that utilize voice search are exponentially increasing, where more than 20% of grocery shopping is completed using voice commands. Besides, voice search-based shopping is expected to reach a whopping $40 Billion by 2022 and is expected to reach 50% of all the online searches by 2020.
In this current market of voice search expansion, no brand wants to get left behind. Marketing is expected to take a turn away from the traditional methods; products will not just be seen, but also heard differently than ever before.
That’s why marketing is expected to change from the traditional form we are used to, and more focus is given to the voice-based search. E-commerce brands have started optimizing their online stores for such transition, and are working on optimizing voice search and relevant SEO tools, to make the most out of the changing marketing scene.
Voice searches are expected to reach 30% of all online searches by 2020, a number that indicates a beginning of a transition that is industry-changing. Other features will be following such as AI and other smart features that are expected to dominate the scene in the very soon future creating a disruption that will be just the beginning to lay the base for a whole new level of change.