“Hey, Siri”- How is Voice Technology Impacting the Future of Search?

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  • on October 25, 2018

The evolution of search over the past two decades has revolutionized the way people behave and interact with information. Two decades into the internet revolution and with trillions of searches later, it is remarkable to see how search has woven its way into the fabric of our everyday lives. We as consumers, businesses and leaders are constantly on the prowl for new information, and search has enabled this to be easier, quicker and more efficient in recent years.

Search using voice has been making waves in the digitization of businesses is not limited to only one industry, but it has been happening across all industries. Voice technology is undoubtedly the next frontier, and businesses need to get ahead of it or risk being left out of the conversation and falling behind their competition.

However, voice search has grown exponentially over the years due to the rise of affordable and accessible technologies. Notably, the voice search revolution has been catalyzed by the rise of smart speakers. Though similar technologies have been around for years, in 2017 especially, sales of smart speakers have grown tremendously thanks to the rise of both Amazon Echo, Siri, and Google Home. With Amazon, Apple, and Microsoft being major, if not the most influential, performers in the digital assistant game, individuals from business executives to the consumer expect this technology to become almost ubiquitous in the way people are interacting in the business scene in the upcoming years.

“Strong consumer uptake has led a growing appetite among brands to build voice-enabled experiences that look to build relationships with users and drive revenues. From a brand perspective, it is therefore important to understand how the technology is likely to evolve both now, next and in the future.” Alex Hamilton reports.

Leveraging the Benefits of Voice Technology

Many technology companies and retailers have certainly noticed the growing importance in voice-enabled search technology, and they are now moving further in a direction that is empowering them to take advantage of this growing rise of voice search. The emergence of this technology illustrates the potential of voice assistants to be able to engage in conversations in a meaningful, useful and natural way in real-time, giving businesses the opportunity to expand on providing their target audience with the best possible customer experience. With consumers looking for places or products to get quick and relevant answers to their searches, businesses are presented with the big opportunity to utilize this technology to respond in a timely fashion in order to grab their attention.

“As more and more people begin to rely on digital assistants and other voice search options, businesses will need to make sure they incorporate strategies for voice optimization so that they aren’t left behind. Only optimizing for desktop keywords means you are missing a significant portion of the searches that could potentially bring customers directly to you. Focusing at least some portion of your marketing strategy on voice search could mean bringing in new customers on a regular basis.” EMarketed reports.

Listen Up: What the Future of Voice Technology Means for Business

These technologies will ultimately give businesses the chance to be constantly available to engage and assist consumers all over the world. To leverage the benefits of voice search, businesses need to adopt the technology early, since competition is probably capitalizing on it already. With so many people using mobile internet devices there is no denying conversational search is the future of web search, and the true winners in this new technology era are businesses that are ready to embrace the technology available to them and be truly assistive and adaptive to provide relevant information to customers easily and rapidly.

This new conversational approach to searching will impact business in multiple ways this year alone, and ultimately allow them to pivot their strategies in order to incorporate a stronger technology focus to meet the demands of the digital consumer. So, the question remains: Are you optimizing your business for voice search? If not, it is essential that you start now, as voice search is more popular than ever, and it will continue to grow over the next few years as companies become more invested in it across the transforming business world.

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Jenny Schecher is a Client Services Director & Social Media Manager at The Millennium Alliance. Jenny is an avid contributor to our blog, Digital Diary, as well as all social media platforms. When she is not writing about digital transformation and technology, she is working with her team to make visions come to life at our events. (and eating all of NYC's best food.) Follow her on Instagram: @jennyschecs or find her on LinkedIn!

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