“Hey Alexa, what’s the weather going to be like today?”
This seemingly trivial phrase reveals a lot about how our relationship with technology is evolving in the world of artificial intelligence. We are starting to treat our machines like people, and we expect human results out of them. We use complete sentences and proper(ish) grammar when doing a voice search. We ask our robots to tell us jokes and answer personal questions to test the limits of their “personality,” as our own private versions of the Turing Test. We’ve given these bots names to increase their personification.
There are even great internet debates about whether or not you should encourage your kids to use “please” and “thank you” with your voice assistant. The argument “for” says it reinforces values of respect and manners; the argument “against” says it blurs the line between humans and robots in an unhealthy way. And while we used to be creeped out by the fact that our devices are “always listening,” today we’ve mostly come to terms with that fact and aren’t surprised at all when that ad for bouncy castles shows up right after we’ve been talking to our spouse about our kid’s birthday party.
So, what does all of this mean for our marketing efforts? How do we make sure that our brands are rising to the top in all of the noise? Here are some things to think about as you’re looking to stay relevant in this changing technology landscape.
Search Engine Optimization
Even before voice assistants became so commonplace, Google started making changes in their algorithms to support more human language. Where in the past, your best bet with SEO was to cram a bunch of keywords into all of your content (even if it didn’t make sense), the algorithms have gotten more sophisticated and now reward you for writing for your users, not just for search engines.
The prevalence of voice search has taken that to a new level. On a computer, you might search for, “Plumber 24 hours,” but with your voice assistant, you’re more likely to say, “Find me a plumber who’s available now!” Think about what kind of phrases people might be using to find your business on a voice assistance device, and make sure the content of your site will help you get returned in those searches.
Google is also starting to transcend keywords and is attempting to anticipate a searcher’s intent, then deliver results based on what they think will be the most relevant to the searcher. Think through the “W” questions (who, what, when, where, why, how) your customers might be asking to get to your business.
Our SEO experts can help you think through your keywords and optimize them for search intent, so the people looking for you in your ideal context always find you.
Brand Name Recognition
When you’re doing a traditional text search, you can afford to be a little vague on the details, because you know you’re just trying to narrow down a list of results, then you’ll scan the list for the best fit. With voice search and other AI-driven technologies, they are doing the thinking for you and simply serving up the result they think best matches what you’re asking for.
While optimizing your content can help ensure your business is coming up in those search results, why not bypass the middleman and make sure people are searching for your business by name? Remember the time before the internet, when you had to rely on radio, TV, and even print ads to get your name out there? Those strategies employed repetition and catchiness to plant their brand in your memory, so the next time you went to buy lunch meat, you’re humming to yourself, “My bologna has a first name…”
Now, we are not suggesting that we bring back earworm jingles in order to get your name out there, but you may want to think about ways that your brand name can become synonymous with your industry, so when it’s time for someone to look for your product or service, they are looking for you specifically.
Pinpoint Display Advertising is a great tactic for the modern age to saturate your ideal audience with your brand, so they’ll remember you and search for you by name.
Leverage This Technology for Your Business
Today, when an application or business employs a clever use of artificial intelligence, it’s seen as a surprising delight. But soon, effective AI will be an expected part of a good user experience. Start thinking today about how your customer experience could be enhanced by creative AI that anticipates their needs. You may get some free press out of the deal, and you will certainly create an impression with your customers that your business will grow and evolve with the times. These tactics may seem overwhelming to try to tackle on top of the day-to-day demands of running your business. IDdigital can be a great resource to help you implement these future-thinking approaches. Contact us today!