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MARKETING: Online Search and Communications
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Online Search and Communications
Bye texting… Hello voice!
By John Feng

BT 201810 Marketing 01在线搜索和通讯
再见短信...你好语音!

发短信现在成为了最热门的话题。发文字短信逐渐被语音短息替代,除了随之调整之外我们几乎无能为力!但这并不是一件坏事,它能使对话更加自然,不会让人误解“语调”,并且会让你与每个人的互动更快。诀窍是任其发展......

在线搜索 您多久才意识到自己正在向手机提问?是的,估计到2020年,超过50%的搜索是用语音完成的,现在,无论你使用百度还是谷歌,你肯定向与机器交谈更迈近了一步。虽然智能手机是最大的贡献者之一,但还有另一个小工具可以跟上这一趋势 - 智能音箱!

今年中国智能家居市场将达到23亿美元,其用户正在威胁首屈一指的亚马逊Echo和谷歌至高无上的地位。阿里巴巴,小米,联想,百度等大公司都有自己的智能音箱,所有这些都导致了谷歌和亚马逊99%的市场主导地位的下降 - 从2017年1月到2018年1月,这两家美国巨头的市场份额降至64%。

最大的问题是:作为营销人员,您如何适应这一趋势?您需要关注以下四个方面:

• 语义搜索:搜索引擎不再重视“机器式”语音,语法正确的句子已经成为常态,因此您需要将内容调整为更具会话性和自然性的风格;

• 问题短语:使用诸如“何时,谁,什么”等在语音搜索中非常常见的短语 。这是与搜索引擎排名保持相关的最重要的事情之一;

• 了解用户的需求:与每个行业一样,您需要知道谁是您的消费者以及他们在寻找什么。最常用的语音请求是询问方向和拨打电话。

• 为您的内容创建列表:由于语音搜索,很难提供图形和表格的使用,因此您可以立即使用的一个简单方法制作内容列表并用语言表达图形内容。

B2C和C2C通信

微信拥有惊人的10亿用户,向大家展示了当今最流行的通讯方式:语音,语音还是语音!无论人们在私人空间还是公共场合,语音消息都经常被使用。因为中文较难打并且语音信息传递速度快得多。这也不是造成语音现象的唯一原因。例如,在阿根廷,尽管西班牙语是一种更简单的语言,但语音在WhatsApp中已经超过了短信。

即使有人在商业环境中不理解这个功能,事实是在中国它正在逐步取代电子邮件。

总结

您将不可避免地需要根据这一新趋势调整营销策略,除此之外,您还需要调整自己的思维方式。改变我们沟通的方式并不容易,但是仅仅几年我们就适应了短信。此外,如果我们考虑不久前邮件还是主流...这对某些人来说可能是惊人的,技术进步总是一把双刃剑。如果一方面我们可能会认为后代将完全丧失写作技巧,但是我们需要想到的是如果我们停止缩写短信,我们会变成一个更擅长辩论的社会吗? 我们将拭目以待,但未来永远令人兴奋!

Texting is now, more than ever, being “talked” about. Unfortunately, for its biggest fans, it’s not happening for good reasons. Texting is being killed by voice and there is very little we can do about it except to adjust! But it is not a bad thing and it makes conversations more natural, leaves no room for misinterpretations of “tone of voice” and will make you interact faster with everyone. The trick is to just let go with the flow…

BT 201810 Marketing 03Online Search

How often have you come to realize that you are asking questions to your phone, or at least, you want to? That’s right, over 50% of searches are estimated to be made with voice by 2020 and right now, whether you use Baidu or Google, you are definitely a step closer to be talking to machines. Although the use of smartphone is one of the biggest contributors, there is another gadget that is keeping up with this trend – Smart Speakers!
 

Chinese smart home market will reach $23B this year and its players are threatening the supremacy of first-entrant Amazon’s Echo and Google’s Home. Big players like AliBaba, Xiaomi, Lenovo, Baidu and others have their own speakers and all together they have contributed for the fall of the 99% market dominance that Google and Amazon had. From Jan 2017 to Jan 2018, the two American giants saw their market share drop to 64%.

BT 201810 Marketing 02So, the biggest question is: how do you, as a marketer, adapt to this trend? There are four areas that you need to focus your attention on:
 

Semantic Search: Search engines do not value anymore the “machine-like” speech and well written sentences are already the norm. So you need to adjust your content to a more conversational and natural writing style;

Question Phrases: Use of phrases like When, Who, What, Where are very common in voice searches and you should try to answer these questions in your content. It is one of the most important things to stay relevant in SE Rankings;

Know what users are looking for: Like in every profession, you need to know who are your consumers and what are they looking for. The most used voice requests are to ask for directions and to make phone calls, so go deep into it and learn as much as you can from these users;

Create lists for your content: Use of graphs and tables is very difficult to deliver as a result of a voice search, so a simple trick that you can immediately use is to make lists of your content and verbalize graphical content.

BT 201810 Marketing 04B2C and C2C communications

WeChat, with its amazing 1 billion users is showing everyone how to communicate nowadays: voice, voice and voice. Voice messages are used very frequently, whether people are in private or public spaces. The fact that Mandarin is difficult to type and voice messaging is much faster is not the only reason for this phenomenon. In Argentina, for example, voice has surpassed texting in WhatsApp even if Spanish is a much simpler language to type.
 

Even if there are people that do not appreciate this feature in the business environment, the truth is that it is being used and has already killed email in China.
 

Wrapping Up

You will inevitably need to adjust your marketing strategy to this new trend, but, besides that, you need to adjust your mindset. It is not easy to change the way we communicate again just a few years after we adapted to texting. Moreover, if we consider that not so long ago letters were the mainstream… This can be alarming for some people and the technological evolution’s side effects are always seen with two perspectives so I will leave you with mine: If for one side we might think that future generations will completely lack physical writing skills, shouldn’t we also consider that thanks to the fact that we stop abbreviating text messages we will also become a more “eloquent” society? We shall wait and see, but the future will always be exciting!

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