Marketingblatt - Marketing Blog


Conversational AI – the future of search requests?

W4 | W4 / October 24, 2018

We live in a world of images and signs: marketing is not the only sector which is primarily focused on visual input. The screen is still the main medium as is the corresponding manual input method of the keyboard. However, voice input is no longer new either. Instead of typing long messages on Whatsapp or Telegram, we use voice input and ask Google verbally for the current traffic situation.

The social media giant Facebook, too, is currently testing the usage of voice command for chats, the messenger and even calls. If everything goes as planned, we might soon have the possibility to dictate messages via voice input while driving our car. Voice search or voice input is more often than not easier, quicker and handier. Compared to the written search queries, language changes too. It is exactly this change that provides marketing and marketing automation with exciting possibilities.

Digital assistants change search requests

As previously mentioned: voice search via Google, Yahoo or similar search engines is nothing new. It is however interesting that we pose our questions more and more frequently to third party technologies like Alexa, Cortana, Siri or others. These digital assistants use the information of the corresponding search engine and search their database for the right answer.

The communication with digital assistants tends to be similar to our normal conversational behavior. We almost talk with them like we would with another human being. Consequently, the technology is programmed in a way that reflects that and which makes it possible for a dialog to develop. Digital assistants are moreover capable to react to verbal instructions. That way they manage to create reminders or appointments in our calendars. Simple small talk conversations are also possible. This mode of communication, which is also common in chatbots, is called “conversational AI”. It is easy to imagine how it will change the future of search queries.

Be the number one in the search results

Digital assistants usually refer to the “featured snippet” of the search results. This means that only the very first position of the respective search results primarily matters and further results are not as relevant to Siri & co. This is what defines your goal: you have to push your answers to the respective search queries to the front position. Once you’ve made it there, digital assistants guarantee a constant flow of attention to your online presence. But how to reach the “pole position”?

The key to success: a more emotional approach

There is no getting around the usual SEO optimization and established ways to generate organic traffic. However, what really matters is to understand the language of the target audience. Once you know which aspects are important to your target audience and which particulars you have to consider while communicating with them, you are on the right track. In the best case, you know exactly how the target audience would phrase the question so that you can present them with the matching answer. As previously mentioned: users speak to digital assistants in a more or less conversational tone, so that a reply along this line is sure to succeed.

It is all about approaching and understanding users and customers on a more emotional level when it comes to being successful with conversational AI. With its help, you create a more meaningful communication. A connection that is built up like that is more profound and stable on the long-term basis: communication that is more personal creates trust and credibility.

Tags: AI

0 Kommentare


Sarah Wilhelm
Sarah Wilhelm
+41 44 562 49 39
Termin vereinbaren

Social Sharing

Popular Posts

Recent Posts