speak easy: the rise of voice search (mindshare fast - brighton seo 2017)

Saeley Johnson JnrMINDSHARE FAST

SPEAK EASY: THE RISE OF VOICE SEARCH

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VOICEREFRESHER

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Technology Assistants Search

Consumers Brands

IMPORTANCEOF VOICE

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Consumers BrandsAgency

IMPORTANCEOF VOICE

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But how do we bridge that gap?

UNIQUERESEARCH

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SPEAK EASYINSIGHTS

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Neuroscience Experiments

Qualitative Research

Expert Interviews

Quantitative Research

Secondary Research

Multi-Market Research(UK, DE, ES, CN, JP, SG, TH, AU, US)

VOICE TECHUTILISATION

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THE TASKSAT HAND

%

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EASING

High mental activity

Low mental activityVoice Text

THE COGNITIVE LOAD

Source: Neuro-Insight study 2017; n=102 UK smartphone users. Brain activity measured using SST headsets; unit measurement is radians, which equals strength of brain response.

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CRAVINGINTIMACY

%69 “It would be much easier if technology could speak back to me”

%73 “If voice assistants could understand me properly and speak back to me as well as a human can, I’d use them all the time”

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CRAVINGINTIMACY

%29 of voice users say they have had a sexual fantasy about their voice assistant

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EMOTIONALRESPONSE

Neuro-Insight study Feb 2017; n = 102 UK smartphone users. Brain activity measured using SST headsets; unit of measurement is radians, which equates to positivity of brain response to specific* requests for brands

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“ .”

Companies will now need to think about the actual voice of their brand …

They have to think about how their brand sounds, and the words and

language that their brand uses when communicating with customers ... The

personality of their brand as it’s presented to users.

Martin Reddy, cofounder and chief technology officer, PullString

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BYPASSINGTHE GATEKEEPERS

7,000Skills exist for Alexa

of skills on Alexa are unused69

*based on skills public library mar 2017, public customer usage data and user reviews

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BYPASSINGTHE GATEKEEPERS

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MobileLong Tail& Conversational

Schema & Mark-up

Local, local, local

Position One

KEYTAKEAWAYS

1Voice is growing

2Natural & easy 3Desire for intimacy

4Voice drives emotional connections

5Bypass gatekeepers

6Prepare your assets for voice

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VOICE READYAUTOMOTIVE BRAND

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Building voice tech into new vehicles

Shifting content strategy

Targeting moments of cognitive load

Optimising assets for voice SEO

Answering more questions about products & brand

“ .”

“It’s not about the query....but about what prompted the query.

It’s about moments and how a brand can connect with that moment”

Daniel Williamson, 2017

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THANKSOVER TO YOU

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Download:http://bit.ly/MSspeakeasy