A new challenge for marketers: Internet of Things (IoT)

With over 5 billion searches per day on Google worldwide the importance of search marketing is still incontestable. Since everyone has invested so much into mobile in the past years, mobile usage increased tremendously. This led to a significant importance for marketers trying to adapt in the best way with mobile friendly websites and marketing actions. Now, we are facing a new challenge, the Internet of Things. It is described by  Tech Target to be the concept of connecting any physical object to the internet identifying itself digitally to other devices or processes via an IP address. It can now connect with surrounding objects and data sources, joining big data insights. The Internet of things (IoT) can be used with mobile phones but also washing machines, lamps or wearable devices.

Growth of voice search

For most of us the first touch point with IoT is voice search. Convenience and shortage of time are probably the main reasons for the demand of voice search. It is simply handy to ask Siri, Alexa and Cortana while driving or cooking for the answer to our personal needs. The research service, BI Intelligence forecasts tremendous growth of the Internet of Things (IoT) until 2020 estimating four devices for every human living on this planet. New opportunities will arise for businesses through IoT to increase productivity and reach new markets.

Impact of voice search on search behaviour

But what happens, when voice search results in voice answer, Alexa becomes a smart assistant and users don’t choose their own result anymore. Voice answer does not deliver SERPs (search enginge result pages) because the intelligent machine learned through a comprehensive set of data what the best result to a user’s query will be. This produces a paradigm shift for marketers. Only approximately 50% of all search queries result in actual clicks referring to Rand Fishkin @SMX 2017 (Search Marketing Expo Munich). Results are now given in form of answers. This presents a massive threat for search marketers. If Google becomes a recommendation engine, then marketers are left with two choices: either capture attention at the beginning of the search process when users are still unaware of what they want or compete at the decision-making process. However, users subconsciously make up their mind in the beginning of the search phase.

Start thinking more about your users’ emotions

With huge competition at the first touch point, it is the more important to target users perfectly. According to Karl Kratz it is essential to start thinking about what our users actually want, what their need is behind a search query. Once we identify the true intention of our users we can deliver the answer in an emotional way. The value of a product starts only in the user’s mindset. No emotion results in no resonance. It is not about words, it is about emotions.