Sales of Amazon Echo devices are growing at the same rate as the early iPhone. Particularly interesting, given that the smart speaker is a home device as opposed to a portable one. With this adoption of new tech, users are changing how they interact with content and how they navigate/search for answers they seek. 30% of searches will be done without a screen in 2020 and 50% of searches in 2020 will be voice searches. Here's what content marketers need to know.

1. Content in conversation
1 0 O C T O B E R 1 7

2. “Today’s hyper-empowered, tech-augmented consumers
are increasingly in control of the branded messages they
receive and how they shop for brands.”
https://www.thinkwithgoogle.com/consumer-insights/unilever-consumer-marketing-segmentation/

3. “50% of all searches will be voice searches by 2020”

6. “People don’t think of Amazon as search,
but if you are looking for something to buy,
more often than not you are looking for it on Amazon.”
Eric Schmidt

7. http://uk.businessinsider.com/amazon-tops-list-for-millennials-must-have-app-charts-2017-8

8. Half-right

9. …really we’re all just @rachel_weber10

10. 60 million people Googled for
cars on AutoTrader in July 2016
AutoTrader

11. 50 million people Google for
flights on Skyscanner every month
partners.skyscanner.net/travel-insight

12. What about people who Google for flights on Google?

18. An early attempt –
The ultimate guide to cruising

19. *The* search engine for cruise information in 2013
web.archive.org/web/*/cruise.co.uk

20. Making information more accessible…2013 style
virginholidayscruises.co.uk/cruise-guide

21. We built it for SEO

22. …but search for “drinks packages”…

23. Wouldn’t the results below the fold have been better?

24. “Alexa, ask Virgin Holidays what drinks packages
are available on Celebrity Equinox”

25. 2.41%
5.45%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Non-site search users Site search users
Average conversion rate
Non site search users vs. site search users
https://www.branded3.com/blog/site-search-generates-3-times-as-many-conversions/

26. Turn on site search analytics
Click

27. Turn on site search analytics
Click

28. Turn on site search analytics
Make sure this is
checked

29. Find your report

30. Build a knowledge database
Use:
1. Analytics
2. Conversations with your call centre(s)
3. User surveys
4. Keyword research
To:
Create a database of questions customers want
answers to
Create an inventory of answers
If you want to be lazy…
…use keyword research for wording and rank-check to
find relevant pages.

31. “Two key characteristics of today’s consumer:
immediacy and relevance.”
I N T H E F U T U R E , B U I L D B R A N D S I N S E G M E N T S O F O N E .

32. Build a chatbot / Alexa Skill

33. https://www.geekwire.com/2016/age-alexa-amazon-echo-sales-pace-first-year-iphones/

34. The Bot platform ecosystem
AND THE EMERGING GIANTS

35. Title
SUB HEADING
https://www.oreilly.com/ideas/infographic-the-bot-platform-ecosystem

37. https://techcrunch.com/2017/07/03/amazons-alexa-passes-15000-skills-up-from-10000-in-february/

38. Natural language CX
SEARCH
Customers typically show one of
three intents
• Research your products and
services
• Lookup a specific file or
document
• Navigate sitemap e.g. login
RESPONDER AI
Customers have a direct question
and expect a good answer
• Simple example is an FAQ
• Most chatbots and Alexa skills
are at this level today
CONSULTATIVE AI
Customers require specific advice or
want to achieve a goal
• Requires a complex
conversational interaction
• AI can automate this but
typically hard-coded today

39. Example interactions
SEARCH
> fund fact sheet
> fixed rate mortgage
> login page
RESPONDER AI
What is APR?
CONSULTATIVE AI
Am I eligible for your fixed rate
mortgage?

40. Voice search is no different to
search using text

41. Can your content be found
without navigation?

43. Thank You
mike.jeffs@branded3.com
www.branded3.com
@mikerjeffs

44. Sources
https://www.thinkwithgoogle.com/consumer-insights/unilever-consumer-marketing-segmentation/
https://www.autotrader.co.uk/
https://partners.skyscanner.net/insights/travel-insight
https://trends.google.co.uk/trends/explore?date=today%205-y&q=cheap%20flights,skyscanner
https://www.branded3.com/blog/track-internal-site-search-using-google-tag-manager/
http://the-cma.com/case-studies/virgin-holidays/
https://www.branded3.com/blog/google-voice-search-stats-growth-trends/
https://www.slideshare.net/mikejeffs/ok-google-siri-alexa-cortana-can-you-tell-me-some-stats-on-voice-search
https://www.geekwire.com/2016/age-alexa-amazon-echo-sales-pace-first-year-iphones/
https://www.oreilly.com/ideas/infographic-the-bot-platform-ecosystem
https://techcrunch.com/2017/07/03/amazons-alexa-passes-15000-skills-up-from-10000-in-february/
https://www.solstice.com/our-labs