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Voice Search: how Speech Recognition Technology will change marketing

Voice Search: how Speech Recognition Technology will change marketing

With the increasing presence of more and more devices, the audience tracking becomes really overwhelming. And so is our focus on our marketing effort, always trying to find the ‘best performing’ one. However, signs and studies already told us a while ago how times are going to change: approximately 65% of digital searches start on a smartphone and the 60% of those continue on a desktop. This can be translated as today’s “consumer journey” rather than a dissociated touchpoint behaviour. As a matter of fact, each step of the consumer journey contributes to the final commitment process, so it becomes necessary to elaborate a multi-channel approach. With the multiplication of audio virtual assistant, voice searches engines have boomed and thus the searches pattern have evolved from a single channel to a omni-channel approach. With speech recognition being a pillar, as its ubiquity have started to heavily influence consumers’ path, let’s finally discuss about this interesting evolution in details.

Speech recognition: how does it work?

You may have heard about speech recognition, haven’t you? It’s the ability for a device to identify words through a voice and convert them in a machine reading format, which will allow us basically to ask anything to our phone or pad, without even touching it. This trend have grown tremendously thanks to the rise of smartphones’ virtual assistants, as the first and most popular voice search engine, Siri, which was launched by Apple back in 2011. Just months after Google’s first experiment in the field, Voice Action, came to life. Voice search has then encouraged people to search in a more informal and repetitive pattern, which for industry can be an opportunity to generate rich content while understanding and enabling the consumer’s trajectory. Speech recognition technology allow your consumer to traduce their immediate thoughts, and can therefore create a first successful interaction.

The speech recognition implication

As voice search becomes more common, marketing models have to adapt to this growing trend. Why? Because it is really difficult to talk about it in focus keyword terms. This new way of searching and “asking for something” allows people to express their ideas in a conversational manner, which can bring more confusion into the search engine. This is where your marketing effort should adapt to avoid building inconsistent content and thinking inefficient ways that won’t get the audience’s attention.

Why you should master the cross-device journey

With the multiplication of audio virtual assistant, voice searches engines have boomed and thus the searches pattern have evolved from a single channel to a multi-channel approach. Users are inclinate to move between devices and make few touchpoints before becoming an actual customer, which makes the game really tricky. This journey should be considered, and act, as an incentive to leverage your marketing platforms and optimise every channels your audience might encounter, as opposed to focus on converting just one. The importance of an optimisation strategy for all channels is then crucial, since it will not only increase your web credibility but give you the necessary visibility.