As virtual assistants become increasingly integrated into smart devices, the ways consumers interact with technology to search for products online are diversifying and evolving.
The once-dominant method of typing keywords into search engines is now accompanied by the growing popularity of voice search and multi-search, which combine text and images for a more intuitive and engaging search experience.
As highlighted by Cova Soto, Google's Senior Director of Marketing and Country Marketing for Portugal and Spain, during Google's 25th-anniversary celebration, marketers are urged to think beyond the search box. This is crucial as consumers are increasingly adopting alternative methods for information retrieval. What are these new approaches, and how can you leverage them for better marketing results? Let's delve into the details
Voice Search
Voice search has now more steadily become popular recently
With devices like Google Home and Amazon Echo nestled into our homes, consumers are increasingly commanding their searches, uttering natural language queries instead of meticulously crafting keywords
Statista 2022 voice search report shows that over 4. 2 billion people around the world used virtual assistance for years.
This is a big boost compared to the previous years.
While virtual voice is being used by consumers in the exploration of products online, The search box format is also transforming through generative AI, reshaping how information is structured. New filters, like perspectives, are emerging to highlight a range of diverse experiences.
Why Important for Marketers?
As the new age of AI for voice assistance keeps evolving consumers may not have to depend on only search boxes. For example, think about how people have been using Google search assistance in recent years.
It’s predicted that by 2024 there will be 8.4 billion voice assistants. According to a record from Statista, over 110 million virtual assistant users are in the United States alone, and the software is especially common in smartphones and smart speakers, providing an excellent example of just how popular the software has become.
The following are some solid reasons why businesses and marketers need to key into this new search trend:
Expanding Reach to Diverse Audiences: Voice search represents a fresh opportunity for people to engage with information and products in a way that goes beyond traditional search methods. This inclusivity extends its benefits to individuals on the move, those with visual impairments, and anyone who appreciates the convenience of expressing queries verbally.
Elevated Precision and Personalization: By understanding the subtleties of natural language and context within voice searches, businesses gain the ability to deliver more relevant and personalized results. This heightened level of understanding allows for tailored responses to specific needs and preferences, fostering increased engagement and ultimately leading to higher rates of conversion. The adaptability of voice search technology ensures a more inclusive and finely tuned approach to addressing the diverse needs of users.
Local Empowerment: Voice search places significant emphasis on local inquiries, offering a substantial advantage to businesses with a physical presence. Strategic optimization of online profiles and websites for local searches positions these businesses at the forefront of voice-activated results, effectively driving foot traffic and boosting sales.
Cultivating Deeper Connections: The conversational dynamics inherent in voice search facilitate a more personalized and human-like interaction. This unique characteristic allows businesses to forge stronger connections with customers, fostering a positive brand experience and potentially cultivating increased customer loyalty.
Simplifying the Buying Journey: Voice search contributes to a streamlined purchasing process by enabling hands-free product searches and ordering. This added convenience significantly reduces friction, encouraging impulsive purchases and ultimately enhancing sales and revenue.
Unveiling Customer Insights: Examining data generated from voice searches offers valuable insights into customer needs, preferences, and intent. This wealth of information can inform strategic marketing initiatives, product development decisions, and customer service enhancements, contributing to a more informed and customer-centric business approach.
Multisearch
Multisearch, the integration of voice search with image recognition and other technologies, stands out as one of the most prominent trends in the current landscape of search technology.
Google Lens, a pivotal tool in the multisearch realm, handles an impressive 12 billion searches per month, translating to approximately 360 billion searches annually.
While not as extensively promoted as Google Lens, Bing Visual Search consistently receives updates and enhancements, underscoring Microsoft's dedication to advancing within the multisearch domain.
Major tech giants and investment firms, including Pinterest and Amazon, are actively developing their own visual search capabilities. This active involvement underscores the industry's confidence in the substantial potential of multisearch.
Why Important for business owners and marketers
Though it can incur some challenges, the rise of multi-search presents exciting opportunities for both business owners and marketers
Enhanced Reach and Engagement: Multisearch facilitates business connections with customers through visual cues, expanding outreach to individuals less inclined toward traditional text-based search. This broadens visibility, potentially attracting new audiences to foster increased engagement.
A study by Google Lens found that users who used Lens to search for products were 2.5 times more likely to purchase those products, highlighting the potential for increased engagement leading to sales.
Improved Product Discoverability: Integrating product images and information into multisearch functionalities enhances product discoverability, ultimately leading to heightened sales and increased conversion rates for businesses.
Rich Content Creation: Diversifying content formats, including images, videos, and 3D models, enables businesses to distinguish themselves in multisearch results and effectively engage their target audience.
Personalized Customer Experiences: Multisearch creates opportunities for personalized shopping experiences. Envision customers pointing their phones at a competitor's product and instantly discovering your comparable offering with enhanced deals or features. This personalized touch enhances customer satisfaction and loyalty.
Conclusion
The future of search is far from static. With advancements in AI and image recognition, the boundaries between voice, text, and visual search are blurring. This convergence holds immense promise for marketers, opening doors to even more immersive and personalized customer experiences. From augmented reality product try-ons to voice-activated loyalty programs, the possibilities are truly limitless. By staying at the forefront of these innovations, businesses can not only keep pace with changing consumer behavior but also shape the future of how we interact with information and brands.