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Google actions12/28/2023 With Google’s focus so heavily on the Home smart speaker, it stands to reason that they’ll be putting emphasis on Google Assistant functions and search through virtual assistants.Īs a brand, integrating as closely as possible in voice search could give you higher visibility in the future of search. Google CEO Sundar Pinchai told investors during Google’s parent company Alphabet’s quarterly earnings call in 2016, “ is the core area where we’ve invested in for the very long term.” Not to mention, Google itself is still pretty stoked about Google Home. The introduction of Actions, then, represents a major opportunity for brands who can find a way to integrate their services with voice. That also means that Actions can keep track of questions asked and habits recorded, it can continue to add a much more personalized experience and interaction with your brand. No user manual or learning curve required. In fact, Google reports that 41% of people who own a voice-activated speaker say it feels like talking to a friend or another person.īecause Actions are powered by AI, they interact like humans do. It’s as close to a real conversation as you can get (without, of course, inserting real people). Google Actions offer another way to do that this time, with the barrier of text removed. Part of the appeal of software like chatbots is that they allow brands to communicate on a more personal level with individual members of their audience (and as we know, personalization is key component to successful lead development and retention). Sixty-five percent of people who own an Amazon Echo or Google Home can’t imagine to going back to the days before they had a smart speaker, and it’s estimated that by 2020 50% of all searches will be voice searches.īecause of that, it seems inevitable that brands will have to embrace the new way of searching. Now, Actions like Google’s seem poised to take a share of that space.Ī lot of that can be attributed to the sheer popularity of voice search.Įven more telling, those numbers don’t seem to be dropping anytime soon. Then, Chatbots emerged and began to take their place. What we do know is this: brands and consumers have been adapting – and enjoying – the one-on-one experience this new kind of technology allows. How Google Actions Affect Digital MarketingĪctions and its counterparts like Alexa Skills are still relatively new to the marketing scene, and their true impact remains to be seen. The question, of course, is what kind of effect this technology will have on the world of digital marketing. The goal, then, is to move away from a one-way, question and answer interaction with Google Assistant, and instead turn the experience into an actual conversation between a user and the Action you build. The possibilities here are almost limitless (and you can find a list of all currently available Actions here ).Īctions are powered by AI, and the more conversations it has with users, the smarter it will get. That way, if a user asks their Google Assistant about virtual workouts, Google can set up a direct interaction between the user and your brand. Want to lead them through a virtual workout? Build an Action. Want an easy way for your customers to order a food delivery? Build an Action. They’re the equivalent to Amazon Alexa Skills, and function similarly to an app or chatbot in that they allow a third party (ie your brand) to power the Action with their own language and support a specific function. Google Actions work with any Google Assistant device
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