Marketing Trend 4 – That you can’t ignore in 2020

Conversational Marketing

With all that talk about chatbots that I covered in the previous article, the reality of modern marketing becomes clear: it’s more conversational.

So do you agree or not?

When consumers have a question, 82% are looking for immediate response.

CM “Conversational Marketing” facilitates a one-to-one, real-time connection between marketers and customers and comes in two different formats:

Voice Search and Conversational AI – which are now changing and affecting SEO!

Today’s buyers expect to find what they’re looking for now, not later. As we prepare for the future, it will be more important than ever for businesses to be available across a broad spectrum of channels, and to make sure you’re communicating the way people prefer to communicate.

So.…How Voice Search and Conversational AI are changing SEO?

“VSEO”? What’s that?

Marketers have made a career from the consumer’s tendency to get a little distracted during the journey of seeking answers to a question, but now that they’re only getting one specific answer from an audio speaker, there are no visual distractions and no backlinks to send them bouncing around your site. It’s becoming more difficult, in other words, to display your brand throughout the users' journey.

Voice search and conversational AI have started to have a dramatic effect on SEO – called VSEO – and will continue to play a crucial role in the future of search engine optimization.

Here's what you need to know to stay up to date on what these changes are and how they impact your marketing strategy.

A.  What Is Voice Search?

Voice search is the technology that enables speaking into a search engine (as opposed to typing) to request information. That information can be anything from “where is the nearest dentist” to “who is Zeina Akkawi” to “call Mom”.

Common applications are:

·       Making search engine queries

·       Clarifying specifics of the request

·       Requesting specific information, such as a stock quote or sports score

·       Launching programs and selecting options

·       Searching for content in audio or video files

·       Voice dialing

B.  What Is Conversational AI?

Conversational AI is the use of tools like chatbots, messaging apps and voice assistants that use Natural Language Processing (NLP), a subset of Artificial Intelligence (AI), to provide direct answers in a conversational way.

Natural Language Processing NLP - enables computers to process and understand human language. In other words, chatbots like Siri are nothing more than well-programmed bots that have been trained to spout off information in a friendly, human way.

How Voice Technology Will Change Online Traffic

Voice search and conversational AI are going to directly impact your online traffic in ways that are both positive and negative for your marketing campaigns.

So you will need to keep an eye on and update:

Faster load time – Voice technology is becoming favored over typing queries because it's not only more convenient, but faster and more accurate, too.

·       Its 3X faster than typing (in English) on a mobile screen

·       20.4% more accurate than typing (in English) on a mobile screen

·       Less traffic

·       Altered customer journey

·       More personalization

·       Long-form content

If you are interested to expand more on this topic; you can email me on [email protected]

By: Zeina Akkawi