Similar to the shift from desktop to mobile, local marketers need to consider how the shift to voice-activated devices will impact their strategy. The smart home hub offers a new device on which consumers will interact with local businesses.
This AI-centric battle is being waged by heavier contenders than any before it, including Apple (Siri), Amazon (Alexa), and Google (Assistant). They’re each basing battle plans on their current positioning and biggest assets, and the winner will sway the next era of local commerce.
The type of ultra-personal service that was once offered by waiters at mom-and-pop diners is now being duplicated by highly-sophisticated computer algorithms, as many of the country’s largest restaurant chains start investing more in artificial intelligence technology.
As voice search becomes more prevalent, Apple will “retain an advantage over Amazon in ‘on-the-go’ searches, since our phones are always with us,” David Mihm tells Mike Blumenthal. “Unfortunately for Apple, people overwhelmingly conduct voice searches at home. “
Clearly Amazon is positioning itself in the sales funnel aggressively, Mike Blumenthal tells David Mihm. “And unlike Google their presale efforts lead directly to sales that they control. ”
With the right data, a brand can keep the relationship with the customer warm while they’re off-property, out-of-town or on a budget. Offering the right deals and communications that are relevant to real interests means that the relationship between man and machine is getting better all the time.
At least for now, Alexa and Google are thinking of AI-powered local search in the traditional sense of providing the user with a range of relevant options — even when organic search is trending toward the single best answer.
In the local space, 2016 brought both consolidation and renewal. Major players were acquired, while other companies experimented with innovations in bots and AI, VR/AR and a new generation of voice search. Here’s a look back at the top Street Fight stories (at least in terms of traffic) this year.
As 2016 draws to a close, we’ve once again asked Street Fight staffers and columnists to look into their crystal ball and offer prognostications for what they think will be the biggest story (or stories) in local in 2017. We’ll be running their outlooks in two installments, the first today and the second tomorrow.
Are bots the future of the internet? Maybe, maybe not; like the buzz around Google Glass in 2013, we’re in the midst of a moment when it’s hard to tell the difference between hype and technological breakthrough.