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SPEAK EASY: THE RISE OF VOICE SEARCH (Mindshare Fast - Brighton SEO 2017)

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An analysis of voice technology, assistants and voice search. A research piece on the current state of play and a global view over the future of voice.

Download the full report: http://bit.ly/MSspeakeasy

Published in: Marketing
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SPEAK EASY: THE RISE OF VOICE SEARCH (Mindshare Fast - Brighton SEO 2017)

  1. 1. Saeley Johnson Jnr MINDSHARE FAST SPEAK EASY: THE RISE OF VOICE SEARCH @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr
  2. 2. VOICE REFRESHER @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr Technology Assistants Search
  3. 3. Consumers Brands IMPORTANCE OF VOICE @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr
  4. 4. Consumers BrandsAgency IMPORTANCE OF VOICE @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr But how do we bridge that gap?
  5. 5. UNIQUE RESEARCH @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr Download: http://bit.ly/MSspeakeasy
  6. 6. SPEAK EASY INSIGHTS @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr Neuroscience Experiments Qualitative Research Expert Interviews Quantitative Research Secondary Research Multi-Market Research (UK, DE, ES, CN, JP, SG, TH, AU, US)
  7. 7. VOICE TECH UTILISATION @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr
  8. 8. THE TASKS AT HAND % @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr
  9. 9. EASING High mental activity Low mental activity Voice Text THE COGNITIVE LOAD Source: Neuro-Insight study 2017; n=102 UK smartphone users. Brain activity measured using SST headsets; unit measurement is radians, which equals strength of brain response. @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr
  10. 10. CRAVING INTIMACY %69 “It would be much easier if technology could speak back to me” %73 “If voice assistants could understand me properly and speak back to me as well as a human can, I’d use them all the time” @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr
  11. 11. CRAVING INTIMACY %29 of voice users say they have had a sexual fantasy about their voice assistant @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr
  12. 12. EMOTIONAL RESPONSE Neuro-Insight study Feb 2017; n = 102 UK smartphone users. Brain activity measured using SST headsets; unit of measurement is radians, which equates to positivity of brain response to specific* requests for brands @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr
  13. 13. “ . ” Companies will now need to think about the actual voice of their brand … They have to think about how their brand sounds, and the words and language that their brand uses when communicating with customers ... The personality of their brand as it’s presented to users. Martin Reddy, cofounder and chief technology officer, PullString @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr
  14. 14. BYPASSING THE GATEKEEPERS 7,000 Skills exist for Alexa of skills on Alexa are unused 69 *based on skills public library mar 2017, public customer usage data and user reviews @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr
  15. 15. BYPASSING THE GATEKEEPERS @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr Mobile Long Tail & Conversational Schema & Mark-up Local, local, local Position One
  16. 16. KEY TAKEAWAYS 1Voice is growing 2Natural & easy 3Desire for intimacy 4Voice drives emotional connections 5Bypass gatekeepers 6Prepare your assets for voice @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr
  17. 17. VOICE READY AUTOMOTIVE BRAND @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr Building voice tech into new vehicles Shifting content strategy Targeting moments of cognitive load Optimising assets for voice SEO Answering more questions about products & brand
  18. 18. “ . ” “It’s not about the query.. ..but about what prompted the query. It’s about moments and how a brand can connect with that moment” Daniel Williamson, 2017 @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr
  19. 19. THANKS OVER TO YOU @SAELBOAT http://www.slideshare.net/SaeleyEwanJohnsonjnr Download: http://bit.ly/MSspeakeasy

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