Scope of Voice and Visual Search in Digital Marketing

voice search

Do you remember when text search was considered groundbreaking for improving the user’s web experience? Now, with the advent of artificial intelligence (AI), voice and visual search are taking the position of text search. Both are slowly changing the way people search for any information, product or services on the web, thus, making it imperative for the business to adapt to these technologies to stay ahead in the competition.

Here comes the question of what visual and voice are all about, why is AI important, and how these new channels are impacting businesses.

Enhance the User’s Experience

Visual and voice search enables the customers to interact in a way, as to how a person interacts while shopping offline. For instance, a customer goes to a shop. He interacts with the shopkeeper and asks questions or any other help. He in a way does the same while shopping online, as he directly interacts with the virtual employee and seeks the answer of his queries. As per the Microsoft,  development in AI has made voice and visual search on par with the humans and supplementing online shopping with an innovative layer of interaction.

Voice and visual search are more than a digital employee for help. They give a new opportunity for business to streamline the entire process and make it as simple as possible.

Furthermore, when used with AI and Machine learning can anticipate the customer’s likes and dislikes in advance.

Stand out with Visual Search

Though visual search is relatively in its infancy, it is already creating the buzz in the market. Pinterest launched its Pinterest Lens in 2017, a visual search tool.  It allows users to click the picture of anything in the real world and get similar objects in its result section.

These new types of machine learning avenues help the user to interact with the customers in a meaningful way. It helps the person in the discovering phase of shopping to get similar goods he already likes.

Visual search is going to help the entertainment and fashion industry more than other sectors, but they need to build a robust visual identity for this.

Directly Interact with Voice Search

Voice and visual search are enriching the shopping experience more than ever before. Google’s Assistant and Amazon’s Alexa together have sold more 27 million products in the US. Not only it allows the users to ask questions about products and services, but also abstract questions about location and weather.

To make a successful voice search strategy, deeply analyse the customer’s intent, create content through actionable knowledge graphs, compile the details and provide information to the consumer.

Bottom Line

To survive in today’s ecosystem, it’s crucial for a business to know how its brand looks and sounds to engage the audience. Hence, analyse the customers’ behaviour and adapt to their needs and requirements, especially when these factors are significantly affecting the sales cycle.

 

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