2019 was touted as the
year of emerging technologies like voice search, and artificial intelligence.
How did they perform?
Did they remain as emerging technologies or have they made an impact in our
everyday business?
From a digital
marketing standpoint, artificial intelligence, voice search, personalization,
location-based information, real-time ads focused on your consumption or
behavior patterns have become mainstream and have become the must-dos in a
digital marketer’s armor. This is enhanced by the availability of 5G networks.
Let us look at them in
detail here:
Voice
search
I know an 80-year-old
person who is not technology savvy and he isn’t someone who looks forward to
using technology for his day-to-day affairs. He carries a smartphone as is the
norm nowadays and he was using it only for making and receiving calls. However,
things changed in the last year when he started to use “OK Google” to navigate,
identify locations, to shop, and to know about events and sports regularly. He
loves his smartphone now more than ever as it has allowed him to be
independent.
This was made possible
only because of the voice search. In his case, it was Google. Others that are
prominent in this space include Apple’s Siri, Amazon’s Alexa and Cortana’s
Cortana.
Now, all of these
engines are getting integrated into the enterprise apps as well and their usage
is soaring.
Businesses need to be
optimized for voice search. About 30% of the search in 2020 is expected to be
voice. When you look at it, it is an unaddressed area, as only 4% of the
businesses are currently optimized for voice search. Amazon alone is expected
to drive about $5 billion in revenues through voice search in 2020.
Artificial
Intelligence
- Are you learning what your consumers want?
- Do you know what your customer’s behavior looks like?
- Do you know the interests of your customer segments?
Are we capturing all of
this information in a structured format?
What do we do with this
learning?
This is fairly complex
when you try to understand them manually and leverage it for your digital
promotions. This is where artificial intelligence (AI) comes in.
However, most
enterprises haven’t adopted AI systems that would help them run their businesses
smarter and profitable.
AI adoption in the
Enterprise, a report done by O’Riley found that under 75% of respondents were
either evaluating or not yet using AI. This means only 25% of the enterprises
have adopted AI, which puts them in a very advantageous position.
AI systems would allow
these enterprises to personalize and focus their promotions to their target
segments creatively and profitably.
As you may know, AI
systems continue to learn and optimize actionable outcomes. This would put
enterprises that have functioning AI systems will reap the benefits.
It is time that you
drive your promotional strategies with AI systems at the core.
Voice search and
Artificial Intelligence are going to be key for organizations in the coming
years. This would allow you to address your user expectations and give them
what they want, where they want and when they want it.
Tags: Voice Search, Artificial Intelligence, AI, Personalization,
AI Systems, Web Personalization, Digital Promotions, Digital Marketing