Voice is taking over the internet
What started with Siri has expanded to other technologies like the Amazon Echo and Google Home in the smart home sphere, and personal assistant alternatives like Cortina, Viv and others. With a multitude of voice services on the marketing, different platforms are competing on functionality, breadth of knowledge, usability across devices and more. One of Siri’s issues has been its stark absence on Mac over the past few years, but thankfully that has all changed with the launch of Sierra. In any case, one thing is clear; as more people transition to using voice services and platforms, an increasing amount of voice content is being created. And this changes the digital marketing landscape and the way in which people search for and view content. As voice becomes increasingly popular as a form of media, so does voice search.
A change in the essence of search
With word searches, people have become used to typing in key words to find the content they are looking for. Marketers have based much of their content strategy on this and finding very niche goods or products have more often than not been a question of typing in the right key words. With voice, the way people search is different. Instead of honing into the key questions, voice searches are more conversational, largely based on full questions, and more reminiscent of what you would ask a real-life personal assistant. According to research the occurrence of the words “who” “what” and “how” in searches has increased 61% in the past year.
Marketing needs to be more conversational
This dramatic change in the way people are searching necessitates a change in the way brands, products, and services are marketed. In order to capture an audience that is searching for colloquial questions, your content must be of a kind that addresses those questions and does it in a conversational way rather than exclusively through key words and meta tags. And while it is always necessary to do customer research and build your marketing in a way that taps into your key audiences, in 2016 it might be worth researching the kinds of questions your target audience are asking. Ideally, your sites and blogs should be based on both traditional SEO keywords and semantic voice relevance (ie. voice-based questions and context).
Increase voice-based content
While voice searches are mostly throwing up text-based content, with the increasing improvements in voice analytics it won’t be long before voice searches find voice-based content. To stay ahead of the trend and keep users on your site for longer, it is already worthwhile incorporating voice content into your website or blog. This can start out with something simple like voice snippets of your bio on your blog or a voice pitch of your best selling product. Ultimately, though, one of the best types of content is the user-generated kind, which is always perceived to be much more authentic than brand generated advertising and content. To harness both the voice and user-generated content trends, it’s worth exploring the world of voice comments and reviews.
Heyoya is a game-changing comment and reviews platform that brings voice to e-publishers and e-stores, improving sales and user engagement by allowing readers to express themselves beyond the medium of text. Heyoya’s new Receiver plan allows for quick and easy below-the-fold monetization. Heyoya is a game changer for websites and is proven to increase brand affinity and the quality of user-generated content.
For more information about Heyoya, click here.
Do you remember the movie Her where (spoiler alert) a man basically falls in love with his computer operating system? The movie introduces us to a brave new world of voice where flesh and blood personal assistants are a thing of the past and where Siri has evolved to scary new heights. The crazy thing is that this level of voice control doesn’t even seem very farfetched. Ok, so maybe the current voice-based technologies and operating systems haven’t quite evolved to the point of singularity, that potentially terrifying place where artificial intelligence overtakes mankind, but even with today’s technologies, the voice seems to be hurtling us forward into the future.
New hardware aside, this month marked the launch of iOS 10, and with it a much more advanced voice technology. Siri has added features that allow you to better control more apps and even send messages through third party apps (yay!). Multitasking is a lot better and Siri has even extended its field of control into smart homes. So now you can control the temperature, humidity, security (and more) of your home through voice. Siri is basically already a functional personal assistant even if her voice isn’t quite as sexy as Scarlet Johansson’s. And if Siri isn’t good enough for you, then check out the next generation of Siri, an artificial intelligence called Viv, created by the founders of Siri (they left Apple and now they want Viv to reach every one of your devices).
And the thing is, the voice is everywhere, not just on your phone. Through Kaizena, for example, the voice is revolutionizing education by allowing teachers to give their feedback to students in the form of a voice recording that is linked to specifically highlighted text. This is much more personal and a lot less ambiguous than the comments feature in standard word processing software. Even better than that, speech is a whole lot faster than type and doesn’t require your hands. So you can create totally hands-free comments in seconds.
So what has voice done to change the world of e-commerce? Well, in recent years consumer-generated content has arguably overtaken brand created materials in terms of importance. One of the biggest components of this is product and service reviews. Pretty much every e-commerce platform, store and marketplace have some sort of reviewing platform to allow customers to express their opinions. Voice is now entering the world of e-commerce and changing the way customers interact. With Heyoya, customers can share voice snippets instead of text, and store owners can share product pitches, special offers and more, in a way that is much more personal.
And voice is also influencing the blogosphere (and we are not just talking about vlogging). Written blogs always take the time to find striking images and infographics to support their stories, but voice adds another unique dimension. With voice comments, bloggers can literally hear their reader’s opinions, eliminate ambiguity and react faster. And using voice comments is a great way to help a blog stand out from the crowd in a world that is still primarily focused on text, GIFs and emojis.
Heyoya is a unique comment and reviews platform that brings voice to e-publishers and e-stores, improving sales and user engagement by allowing readers to express themselves beyond the medium of text. Heyoya’s new Receiver plan allows for quick and easy below-the-fold monetization. Heyoya is a game changer for websites and is proven to increase brand affinity and the quality of user-generated content.
For more information about Heyoya, click here.