Date post: | 12-Apr-2017 |
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Marketing |
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SEARCH WITHOUT SCREENS:WHAT AMAZON ECHO & GOOGLE HOME
MEAN FOR ONLINE RETAILERS
FEBRUARY 23RD, 2017
ABOUT NETELIXIR
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OUR TEAM: 100+ fanatically analytical search
marketers, operating in three
countries.
OUR PARTNERSHIPS:We are a Preferred Partner of both
Google and Bing .
OUR VALUE: We combine our expertise and our
proprietary technology to help
businesses get found, convert visitors
to customers and acquire game-changing consumer insights.
PAID SEARCH& SHOPPING
MANAGEMENT
SEARCH ENGINE OPTIMIZATION
PAID SOCIAL MANAGEMENT
TECHNOLOGY{ }SERVICES CONSULTING
LXR:MULTI-CHANNEL ONLINE
MARKETING TECHNOLOGY
LXR MARKETPLACE:FREE SEARCH MARKETING TOOLS
FOR SMALL BUSINESSES
LXR GUIDE:PAID SEARCH MANAGER FOR
SMALL BUSINESSES
WEB ANALYTICS
DIGITAL MARKETING STRATEGY
ON DEMAND TECH SUPPORT
ABOUT JULIA RIZIO
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NetElixir University Coordinator
Graduated Princeton University
LinkedIn: https://www.linkedin.com/in/julia-rizio
ABOUT ALYSSA ZAREMBA
Marketing Manager
Graduated Rutgers Business School
LinkedIn: www.linkedin.com/in/alyssa-zaremba
AGENDA
• Virtual Assistants & Voice Search
Trends
• Our Research & the Why Behind It
• Survey & Methodology
• 3 Insights
• 3 Implications
• 3 Recommendations for Retailers
POLL
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WHY WE CONDUCTED THIS SURVEY
• Almost 10 million voice-first devices are in
(Amazon Echo) in circulation.
• No clear “winners” in the voice search
market.
• Industry leaders predict that 2017 will be
the year for voice-first devices.– Google and Amazon focusing on
monetizing screenless search
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METHODOLOGY
• Tool: Google Consumer Surveys
• Audience: Owners of Amazon Alexa &
Google Home in the United States on
the Google Consumer Surveys
publisher network
• Sample Size: 500
• Survey ran on December 13, 2016
MONETIZING SEARCH
WITHOUT A SCREEN
40% OF PEOPLE FIND
VOICE SEARCH
TO YIELD
INACCURATE
RESULTS
IMPLICATIONS
Voice search is relatively new to the mainstream.
• Opportunity to get ahead, most retailers don’t have
this as their focus
Google/Amazon/Apple still need to work out the kinks.
• Room for improvement for natural language
processing
Recommendations for retailers:
• Focus on enhancing structured data for SEO
• Make content more crawlable
• Include tag in the code to tell search engines what
your content is talking about
331.9 calories are
in Food.com’s Real
Texas Chili
STRUCTURED DATA MAKES CONTENT MORE CRAWLABLE
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51.5% OF PEOPLE
USE VOICE SEARCH TO
RESEARCH OR MAKE A
PURCHASE
65% OF 18-24 YEAR OLDS
USE VOICE SEARCH TO
RESEARCH OR MAKE A
PURCHASE
MORE THAN ANY OTHER AGE
IMPLICATIONS
Good for lead generation and top of the funnel buyer
journey
Impulse vs Considered Purchases
Barrier: No advertising on screenless virtual assistant
products, yet
• Ads on screenless search would mean…
– Poor user experience
– Need for development of new monetary
attribution model
• Pay-Per-Transaction model?
– Fewer ad spots than on desktop and mobile
screens
Recommendations for retailers: Create conversational
content for voice-specific ads
SOME CONVERSATIONAL CONTENT…..
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HOW ARE PEOPLE
PURCHASING WITH
AMAZON ECHO?
*Total exceeds 100% as respondents were allowed to choose multp. answers
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*Total exceeds 100% as respondents were allowed to choose multp. answers
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IMPLICATIONS
Initial Product Winner = Big Brands
Initial Service Winner = Apps
Need to develop new tracking system
• Currently, Amazon only provides retailers tracking
info related to usage patterns and the total number
of “utterances” related to their apps.
Recommendations for retailers: Optimize for local
search - small businesses can succeed here
OPTIMIZE LOCAL SEARCH
DESKTOP MOBILE VOICE
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HOW TO OPTIMIZE FOR
LOCAL SEARCH
1. Prepare your business information
2. Update the local business
data providers
3. Claim and optimize key
local business listings
4. Optimize your own website
5. Solicit and manage customer reviews
6. Check reviews and listings regularly
POLL
SUMMARY OF
RESEARCH STATS
• 40% of people find voice search to
yield inaccurate results
• 51.5% of people use voice search
to research or make a purchase
• Most people are not purchasing
with Amazon Echo or Google Home.
When they do it, it’s strictly for
entertainment
3 KEY RECOMMENDATIONS
FOR RETAILERS
SUGGESTION
1. Create conversational
ad content
2. Enhance structured
data for SEO
3. Optimize for local “near
me” searches
IMPACT
Better user experience
Search engines easily relay
key information to the
consumer searching for it
Drive voice searchers to
your physical stores
QUESTIONS
SIGN UP TO RECEIVE OUR WEEKLY
CONSUMER INSIGHT
http://www.netelixir.com/consumer
-insights/
Join the conversation:
http://www.linkedin.com/in/university
APPENDIX
SURVEY QUESTIONS ASKED:
1. Do you own a voice-controlled virtual assistant product like Amazon’s Echo, or Google Home?
2. Have you used voice-controlled search to find information related to a purchase?
3. How accurate do you find voice-controlled search results to be?
4. What types of purchases have you made using Amazon Echo?
5. Where in your home do you use your Amazon Echo or Google Home?
6. Since buying Amazon Echo, have your purchases with Amazon increased?
7. Are you an Amazon Prime member? (keep answer order)
8. What do you use your Echo or Google Home for most frequently?
9. Since purchasing your Amazon Echo or Google Home, how much more are you using voice search?
10. How likely is it that you would recommend Google Home or Echo to a friend?
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