Assistants to artificial intelligence are literally everywhere, and with the recent launch new devices like Echo Auto they continue to become more and more prevalent in our daily lives. While I'm sitting down to write, I ask Alexa to play music and, she knows the ideal music to put me in a writing atmosphere. Launched for the first time in 2015, analysts estimate, based on earnings publications, that Amazon has already sold more than 20 million Echo devices allowing users to use the same devices. to access their virtual assistant, Alexa. Google Assistant, launched in 2016, is already accessible on 400 million devices and would be integrated into TVs in 2019. Companies like Apple, Samsung and Microsoft have jumped into elbows well.
Like the search engines that preceded them, assistants are changing the way consumers find the products and services they need. A virtual assistant can efficiently navigate an ever-increasing number of choices, sorting out tens or hundreds of options to find the one that best fits the consumer's preferences. We all know that buying a new handbag may be fun, but choosing the right deodorizer or laundry detergent – not so much.
Artificial intelligence platforms are rapidly transforming the marketing landscape – making brand jobs a bit more difficult. . Over the next decade, virtual assistants will fundamentally change the way brands interact with potential customers online. They can potentially become the main channel through which people get information, buy goods and choose services. A new front in the ongoing battle to attract consumer attention has opened and brands must adjust their perception of their digital marketing and global marketing presence to reflect this new reality. a market and force companies to evolve. Television has given nascent brands of its time the opportunity to become the leading national and international brands we know so well today. The Internet, and more specifically the search engines that organized it, gave consumers more choice and a considerable advantage for companies that produced computer equipment. Similarly, brands that want to succeed in this new world of voice research must do so quickly. And each evolution brings new challenges to measure the effectiveness of our marketing efforts.
Do not get used to the dodo
Evolution tends to reward those who can adapt. The same is true when we enter this new ecosystem.
Tips for Those Who Want to Survive: Invest in understanding the algorithms that drive these platforms and their decision-making processes. Previously, the goal was a high ranking on the first page of a search results page; Today, it is important to think about the first recommendation suggested by a virtual assistant.
Artificial intelligence will take into account the consumer's previous purchases and choices, so brand loyalty is essential, which leads to the second tip: companies need to focus more than never on how to develop loyalty and affinity. Maybe a loyalty program or rewards makes sense, or maybe an opportunity to create a "subscription" to your products. There is tremendous power to become the default choice. Having the ability to measure the affinity of your brand and the impact of customer loyalty on sales will become more and more important in this world of virtual assistants.
This is a unique moment, especially for disruptive brands, to win new customers and influence Amnesty International's decision for the years to come. Alexa, for example, when you are asked to buy a laundry detergent will ask you if you want to buy the same brand as last time, based on your previous purchases. The vast majority of consumers will say yes. This behavior strengthens the choice of AI. Over time, and with the inevitable introduction of a container of smart laundry detergent, artificial intelligence could stop asking and automatically ordering detergent on your behalf.
Finally, while most purchases – currently account for about 90% of the world total. sales – still exist in physical stores, many shopping trips start with an online search. Buyers do a digital search to explore their options and find bargains, even if they choose to visit a store. More and more often, this initial digital contact point can be via the voice. As this trend continues, brands need to change the way they measure digital performance to take voice search into account and understand the impact of voice search. Learning lessons today, when the stakes are relatively low, and determining what are the main drivers of success will pay dividends for years to come. Powered by a new artificial intelligence, these connected tools will increasingly include the entire customer journey. They will see the same advertising messages as their users and will have a clearer idea of what determines their buying decisions. In fact, over time, they will organize more and more content and advertising to create a tailored entertainment and information environment tailored to each individual in the home. It's the pinnacle of persona marketing. Marketing professionals must harness the same powerful artificial intelligence to create an omni-channel approach for every potential customer.
If you are still using an older or silo approach to measuring your marketing impacts, such as Marketing Mix Models (MMM) or Multi-Touch Attribution (MTA), you may be frustrated when trying to find your way to market. get a complete picture of the ideal customer journey. Learn more about unified metrics is essential because experts see it as the best practice for achieving marketing effectiveness and having a greater impact on the market.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. . Associated authors are listed here .
About the Author
Rex Briggs is founder and CEO of Marketing Evolution and has over 20 years of experience experience in research and analysis. Rex focuses on the attribution and optimization of omni-channel personal marketing. He has served on the JAR Review Committee and the Research World Editorial Board. He is the bestselling author of two books, "What Sticks, Why Advertising fails and How to Guarantee Your Success" (2006) and "SIRFs Up, The History of Algorithmic and Software Transformation by the marketing. "