Voice Search: Reshaping Digital Marketing

Adapting to the voice of tomorrow - where search speaks, and marketing listens.

Voice search is increasingly influencing digital marketing. As spoken queries gain popularity, especially among younger users, brands are adjusting their strategies to incorporate a natural, conversational style.

Voice Search's Evolution

Voice search has shifted from being a novel feature to a standard part of daily routines. The widespread ownership of smart speakers in American households reflects this shift toward voice-activated technology. This change is also seen in the rising use of voice search for local information and shopping, prompting brands to evolve from keyword-centric content to a more natural, conversational language style.

Embracing Change in Search Preferences

The move towards voice search is part of a larger trend in changing search preferences. With an increasing reliance on voice commands, there's a need for digital marketing strategies to be more responsive and focused on delivering relevant information.

The Rise of Local SEO

Local SEO is becoming increasingly important with the rise of voice search. Queries like 'near me' are driving customers to contact and visit local businesses, highlighting the importance of optimizing for local search.

Personalization and User Experience

Improvements in voice recognition are also bound to enable better insights into consumer behavior, helping to improve user experience and deliver more precise and engaging user interactions.

Adapting to a Voice-First World

As voice technology becomes more prevalent in digital interactions, its impact on marketing strategies becomes more evident. Brands that adapt to these changes on time will likely maintain their relevance and competitive edge.

The endowment effect in a non-ownership economy

 Embracing the shift from personal possession to collective experience.

People are more likely to value something when they own it than when they don't, a term known as the endowment effect.

Understanding this effect is key in the transition from individual ownership to innovative models like Software as a Service and collaborative economies exemplified by brands like Lynk & Co., Airbnb, and Uber.

Exploring the Collaborative Economy

The collaborative economy is at the heart of this transition, an economic model where resources, goods, and services are collectively shared. Through digital platforms, people can connect to and access various products and services without owning them.

This model, fueled by technological advancements and the rise of social entrepreneurship, maximizes the use of existing resources and promotes sustainability and sharing.

Ownership Reimagined

How do consumers reconcile the endowment effect in a landscape where access trumps ownership? The key lies in recognizing the added value these models bring. They provide updated, scalable solutions free from the burden of ownership while offering enhanced flexibility and convenience.

Value in Access

With SaaS offerings, users enjoy the latest features as they are rolled out without committing to a permanent purchase. Similarly, collaborative brands like car-sharing platform Lynk & Co provide shared resources, emphasizing community and open-mindedness.

Adapting to Change

Adapting our perceptions of value and ownership becomes essential as we move toward these evolving models. Embracing the benefits of flexibility, sustainability, and community can redefine our thinking and future economies.

Dare to Deviate: Breaking Stereotypes in Digital Marketing

In our dynamic digital world, as marketers, we tend to rely on target personas when designing campaigns. While these personas are practical blueprints, they can also become limiting stereotypes. 

Inspired by the book "Deviate" by Beau Lotto, my purpose with this article is to take an unconventional stand and encourage open-mindedness rather than focusing on digital dos and don'ts.

The Limits of Personas

Traditional marketing learning suggests that knowing your target persona inside and out is the key to a successful campaign. While it's true that understanding your audience is essential, attaching to these predefined categories can close the door to potential opportunities. These models are often more about control and structure and less about understanding human behavior.

A Deviated Outlook

Things are rarely absolute; they are shaped by our perceptions. As marketers, we should not solely depend on predefined models. Instead, the ever-changing landscape should be seen as a crash course in human behavior. Paid or organic, our campaigns should reflect this dynamism.

Testing the Waters & Questioning Expertise

When we believe we've mastered the art of digital marketing, the Backwards Brain Bicycle comes along to shake things up. Created by Destin Sandlin of Smarter Every Day, this bike operates opposite to how a regular bike works. To ride it, you have to turn the handlebars in the opposite direction to go where you want—a simple change that completely disorients even the most seasoned cyclists.

This experiment demonstrates that our expertise is often built on unexamined assumptions. When those assumptions are challenged, even experts need to relearn almost from scratch, highlighting the importance of adaptive strategies.

Expertise is not a destination; it's a journey. Just like how AI is revolutionizing the way we approach life, marketing strategies need to adapt and progress aligned with our human evolution.

Beyond the Visible

In a sector continually redefined by emerging technologies like AI, it's always a good practice to let go of rigid marketing strategies. While analytics provide valuable insights, they only scratch the surface.

What about the "6 Degrees of Impact," the invisible web of influence that content casts? Not everyone who sees your post will interact visibly. Some may archive it for later, others may search for your website independently, and others may be silent advocates for your brand. Privacy also plays a significant role in this less measurable impact.

It's time to deviate from the conventional to challenge our rooted notions of what works in digital marketing and everything else. We operate in a multi-layered reality where the rules are not set in stone but are continually evolving. Our strategies should reflect this fluidity and welcome complexity, not shy away from it.

Beyond the visible, we should question the 'knowns' to align with the limitless human possibilities. Dare to deviate; our future depends on it.

Article first published on LinkedIn.

How AI can be used to create genuine brand stories

With AI's help, every brand has the potential to elevate from being a narrator to a master storyteller.

In today's digital age, storytelling remains an age-old art. It's the stories that breathe life into brands, making them relatable, memorable, and distinct. But how do we ensure our brand narratives resonate deeply and genuinely with our audience in a landscape crowded with content and clamouring for attention?

The AI Muse

Think of Artificial Intelligence as a modern-day muse, extracting insights from vast data oceans to craft resonating narratives. With its unparalleled ability to analyze data patterns, AI can pinpoint precisely what your audience values, relates to, and desires.

Personalized Narratives

No two customers are the same. By leveraging AI, brands can develop individualized stories that cater to every user's unique preferences, experiences, and emotions. Whether creating customized video narratives or tailoring email campaigns, AI ensures every touchpoint is a personalized chapter in your brand's story.

Genuine, Not Generic

While AI offers powerful tools, it's essential to use them responsibly. The aim isn't to fabricate stories but to amplify genuine narratives aligning with brand values and customer desires. AI helps brands sift through the noise, identifying genuine touchpoints that truly matter.

Embracing AI doesn't mean sidelining authenticity. Instead, it's about leveraging technology to tell stories that resonate on a personal, emotional, and genuine level. As we step into a future interwoven with technology and tales, let's ensure our brand stories are heard, felt, remembered, and cherished.