The application of digital voice assistants has been spreading in the US since 2015. In Germany, about one third of the population between the ages of 17 and 69 used such a tool in 2017. This not only creates new opportunities but also new challenges for businesses as the results of a voice search often only deliver a single result.
How can businesses ensure the visibility of their product or brand regardless? According to Patricia Gomes Fernandes, dealers particularly fear that voice assistants don't play advertisements.
For this reason, she explains how businesses best use applications for digital voice assistants. She offers recommendations for producers and dealers and shows how they can have voice assistants like Alexa present their products.
In this publication:
- Online Marketing;
- Amazon;
- Advertising;
- Voice Search Marketing;
- Customer Journey
Table of Contents
1 Introduction
1.1 Problem definition
1.2 Research goal
1.3 Structure of the work
2 Basics of marketing
2.1 Meaning and tasks of marketing
2.2 Goals of online marketing
2.3 Online marketing concepts
2.3.1 Inbound and outbound marketing
2.3.2 Customer journey
2.3.3 Agile marketing
2.4 Online marketing tools
3 Search Engine Optimization Challenges
3.1 Search engine optimization at the core of online marketing
3.2 Search engine optimization methods
3.3 Future challenges in online search
4 Voice technology and its impact on marketing
4.1 Technological development of voice user interfaces
4.2 Voice assistants and voice-controlled systems
4.3 Two voice assistants in comparison: Alexa and Google
4.4 Challenges and potentials of voice for marketing
4.5 Opportunities for Voice Search Marketing
5 Voice Search Marketing: Manufacturer recommendations
5.1 Integration into the marketing concept
5.2 Strategic partnerships
5.3 Product development
6 Final consideration
Objectives and Topics
The primary objective of this work is to provide actionable recommendations for manufacturers and product providers to help them achieve their marketing goals in the era of digital voice assistants. The research focuses on the challenges posed by voice search to product visibility and examines how manufacturers can adapt their marketing strategies, product descriptions, and technical content to remain discoverable on these emerging user interfaces.
- Analysis of the basics of marketing and the role of new technologies in shaping marketing strategies.
- Evaluation of search engine optimization (SEO) as a fundamental online marketing tool and its future challenges.
- Investigation into the technology behind voice user interfaces, including AI, ASR, NLU, and TTS.
- Comparison of leading voice assistants, specifically Amazon Alexa and Google Assistant, to identify strengths and weaknesses.
- Development of specific recommendations for action for manufacturers, focusing on VEO (Voice Engine Optimization), voice apps, and strategic partnerships.
Excerpt from the book
4.2 Voice assistants and voice-controlled systems
Digital voice assistants are intelligent bot systems that help consumers to find information or to order products. Thanks to the voice user interface, it is possible to perform hands-free searching for information, completing tasks or controlling devices. The end user no longer has to type his search terms on a keyboard, but can instead ask the virtual assistant for information or give control commands. In 2016 there were already various forms of digital voice assistants, such as those that are standard in smartphones (e.g., Siri, Cortana, OK Google). In 2017, digital voice assistants became increasingly popular as ‘home assistants’, which are sold in the form of intelligent loudspeakers (see overview in Fig. 8). Results or confirmations are in some cases no longer displayed visually, but with most voice assistants for the home only verbalized (e.g., Amazon Echo, Google Home, Apple HomePod, etc.).
According to current surveys and forecasts, the number of users of digital voice assistants worldwide will continue to grow. This is partly due to the integration of VUI in other devices such as smart watches, headphones or cars. According to statistics from IHS Markit in 2017, the digital voice assistant with the largest market share was Amazon's Alexa (see Fig. 9). Alexa is a ‘superbot’ from Amazon that makes multiple products and services available through vocal interaction on devices such as the Amazon Echo.
Summary of Chapters
1 Introduction: This chapter defines the research problem, goals, and the structure of the thesis, which is modeled on the concept of the sales funnel.
2 Basics of marketing: This chapter covers fundamental marketing tasks and online marketing concepts, including inbound and outbound marketing, the customer journey, and agile marketing practices.
3 Search Engine Optimization Challenges: This chapter explains the necessity of high search engine visibility and explores on-page and off-page optimization methods, as well as future trends in online search.
4 Voice technology and its impact on marketing: This chapter analyzes the technological foundations of voice assistants and explores how these technologies are changing user search behavior and interaction with digital services.
5 Voice Search Marketing: Manufacturer recommendations: This chapter offers concrete recommendations for companies, detailing how to integrate voice search marketing into their existing concepts, manage strategic partnerships, and optimize product development.
6 Final consideration: This chapter concludes the research by summarizing the key findings and the resulting implications for marketing strategy in an era where voice-controlled systems influence purchasing decisions.
Keywords
Voice Search Marketing, Digital Voice Assistants, Search Engine Optimization, SEO, Voice Engine Optimization, VEO, Artificial Intelligence, Conversational Commerce, Inbound Marketing, Customer Journey, Amazon Alexa, Google Assistant, Voice User Interface, Marketing Strategy, E-commerce
Frequently Asked Questions
What is the core focus of this publication?
The work focuses on how the rising popularity of digital voice assistants impacts marketing and sales, particularly for product providers and Amazon vendors.
What are the central thematic fields covered?
The publication covers digital marketing basics, search engine optimization (SEO), voice technology mechanics, and strategic recommendations for voice-based commerce.
What is the primary research goal?
The goal is to create actionable recommendations for manufacturers to help them maintain visibility and achieve marketing goals through digital voice assistants.
Which scientific methodology is utilized?
The author combines a review of secondary literature with a practical self-test approach, analyzing interactions with Alexa and Google Assistant to identify performance differences.
What topics are discussed in the main part?
The main sections discuss the evolution of voice technology, the functionality of voice assistants, the role of VEO, the importance of "Amazon's Choice," and the potential for voice-based product development.
Which keywords characterize this work?
Key terms include Voice Search Marketing, VEO, Conversational Commerce, Inbound Marketing, Customer Journey, and AI-driven voice interaction.
How does Amazon's "Amazon's Choice" label affect marketing?
The label is a significant ranking factor in voice searches; since it cannot be bought, manufacturers must optimize their product's popularity, conversion rates, and supply chain reliability to earn it.
Why is "Conversational Commerce" considered relevant?
It represents a fundamental shift in e-commerce, where AI can automatically coordinate ordering processes and provide personalized product recommendations in natural language.
What are the primary differences between Alexa and Google Assistant found in the self-test?
Alexa demonstrates strengths in product-specific searches and orders on Amazon, while Google Assistant is more efficient at providing information via general web searches and locating local services.
- Quote paper
- Patricia Gomes Fernandes (Author), 2019, Voice Search Marketing. Strategies for the successful use of digital voice assistants, Munich, GRIN Verlag, https://www.grin.com/document/1012352
