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The Global Role of Voice Search - 2019 Trends and Strategy


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We hear a lot of hype about voice search, but how is it really changing the way consumers and brands interact? Is it creating new behaviors, or merely facilitating existing ones through a new medium?

This presentation will aim to go beyond the hype to look at the role voice search plays in different territories, with a clear view on what brands can do differently to achieve better results.

Published in: Marketing
  • Love this Slides Clark! We recently publishes a big guide for voice search optimization. Would be cool if you can link to it!->
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The Global Role of Voice Search - 2019 Trends and Strategy

  1. 1. The Global Role of Voice Search March 2019 CLARK BOYD
  2. 2. Today's Agenda The Evolution of Voice Search Global Trends - US, Europe - Asia/Latin America What's Next? Voice Search Strategy - Structure - Style
  3. 3. How We Learn to Communicate LISTEN
  4. 4. How We Learn to Communicate LISTEN SPEAK
  5. 5. How We Learn to Communicate LISTEN SPEAK READ
  6. 6. How We Learn to Communicate LISTEN SPEAK READ WRITE
  7. 7. Online, We Have Done the Opposite WRITE
  8. 8. READ Then We Read the Results and Replies
  9. 9. SPEAK Over Time, We Have Started to Speak
  10. 10. LISTEN And Finally, We Are Listening to Machines You should wear red more often.
  11. 11. It Has Taken Some Time to Get Here...
  12. 12. Global Trends
  13. 13. Smart Speaker Market Share - Global Amazon 32% Google 30% Others 17% Alibaba 11% Xiaomi 10%
  14. 14. Smart Speaker Market Share Amazon 55% Google 40% Apple 5% speaker-market-share.html
  15. 15. Voice Assistant Penetration HOUSEHOLDS WITH 1+ SMART SPEAKER 2017 2018 20% 15% 10% 5% 0% 2017 2018 8% 6% 4% 2% 0% 2017 2018 4% 3% 2% 1% 0% 2017 2018 4% 3% 2% 1% 0% 2017 2018 15% 10% 5% 0% +7% +3% +4% +5% +3% 16% 4% 8% 11% 4% GSMA Intelligence Consumer Survey, 2018
  16. 16. Voice Assistant Uses MOST COMMON ACTIONS IN USA 0% 25% 50% 75% Play Music Check Weather Ask Fun Questions Make a Purchase Adobe Research, 2019
  17. 17. In many regions, including North America and Europe, we are more comfortable typing and tapping on devices than we are speaking to them. Slowly, we are adopting new behaviours. In other territories, the old patterns of behaviour are not so deeply set.
  18. 18. Just 50% of the global population is online today. Furthermore, 750 million adults are illiterate. Voice-driven smartphones will help bridge those gaps.
  19. 19. Smartphone penetration has risen dramatically over the past decade However, there is plentiful room to grow.
  20. 20. Projected smartphone user growth 2016-2021: - North America: 47M (+18%) - Latin America: 144M (+71%) - Western Europe: 34M (+12%) - Eastern Europe: 45M (+23%) - Middle East and Africa: 272M (+62%) - APAC: 226M (+64%) - India: 374M (+165%) - China: 231M (+34%)
  21. 21. “INDIA IS GOING TO BE THE WORLD’S FIRST VOICE-DRIVEN INTERNET MARKET.” Rajan Anandan VP, Google - South-east Asia and India
  22. 22. Local language accuracy and offline access to services will be key growth drivers.
  23. 23. A GLOBAL, MOBILE-FIRST, VOICE-FIRST AUDIENCE IS MOVING ONLINE. Voice search usage will not take off just because it is a trend or a novelty. At its best, it is fast, reliable, convenient, and it enables our primary form of communication. In a conversation, we give up if the other person does not respond. The technology needs to improve, in terms of voice recognition, but next it needs to learn to speak. Brands are responsible for supplying this content. In the age of assistance, only the most helpful will thrive.
  25. 25. 7% OF OUR MESSAGE IS COMMUNICATED THROUGH THE WORDS WE USE (MEHRABIAN, 2007) 93% 7% What we say How we say it (The world's biggest tech companies won't settle for knowing just what we say. They can make more money from knowing what we really mean.)
  26. 26. Bijou Solutions, Inc. | 2020
  27. 27. Both Amazon and Google want to use every device in our homes to gather data about our behaviours and preferences.
  28. 28. 1. 2. 3. Little Billy's going for the cookies, I reckon. Thanks, Google! *Not to scale.
  29. 29. How to Approach Voice Strategy
  31. 31. HOME CATEGORY PRODUCT The traditional, linear journey through a website.
  32. 32. Home Category Product A digital assistant will pull the content from wherever it can find it. Is an Amex card expensive?
  33. 33. Brands can develop a graph of their entities and tie these together online, in a way that makes it easier for digital assistants to recognise and serve the right content.
  34. 34. Context is key: "Dinner ideas"
  35. 35. The same query can have multiple meanings depending on context. We should create content for different scenarios, rather than different queries or 'personas'. - Will consumers have access to a screen? (Perhaps not, in kitchen/car, for example.) - How much information do they need? - What other information will they want next? - What is the most suitable content format?
  36. 36. Create Content for the Right Input-Output Combinations
  37. 37. Style HOW YOU SAY IT Bijou Solutions, Inc. | 2020
  38. 38. Sentiment Entity Entity Sentiment Syntax Content Classification Natural Language Processing - Google
  39. 39. Should I get a Barclaycard credit card? "A credit card is a convenient and flexible way of borrowing money, which lets you make purchases that you can pay for in the future. Before you take out a credit card, it’s important to be aware of the potential costs and ensure that you only borrow what you can afford to pay back. To get the most out of your credit card it’s important you’re able to meet your payment dates and ideally pay in full every month." *A real example, Google UK
  41. 41. The Demand for Personalisation in Search is Rising
  42. 42. Businesses need to develop a brand voice for these online interactions. Google will read out content from a website, but it will only have maximum impact if it engages the listener.
  43. 43. PUTTING IT ALL TOGETHER Search now touches on customer service, brand, PR, statistics, and content marketing. Customer Service Search Content Marketing
  44. 44. In Summary: Global Voice Search New Behaviours Structure Style
  45. 45. GET IN TOUCH! LINKEDIN PHONE NUMBER +44 7378 979 481 / +1 347 472 2020 EMAIL ADDRESS