Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: Nearly 80 percent of US display ad spend will be programmatic in 2017 [eMarketer]Apr 21, 2017 by Ginny Marvin Private marketplaces continue to gain share of programmatic transactions. Preparing for local reach in a ‘post-rank’ world, Part 2: Create content for local researchApr 21, 2017 by Megan Hannay Columnist Megan Hannay takes a look at why big brands need to create in-depth local content to boost local reach, even in a world of “instant answers.” Survey: Almost one-third of Amazon sellers plan to expand to Walmart.com this yearApr 21, 2017 by Amy Gesenhues According to Feedvisor’s “State of the Amazon Marketplace 2017” report, nearly half of Amazon sellers sell almost exclusively on Amazon. SEO & intelligent content: Discovery, connection and improved performanceApr 21, 2017 by … [Read more...] about Marketing Day: Display ad spend, Amazon sellers report & Google Home
Amazon echo or google home
What started with Siri in 2010 is quickly leading to an age where consumers engage with the internet using only their voices, in much the way Captain Picard engaged with the computer on the USS Enterprise. Google’s foray into voice search has been calculated and planned for years, according to Google CEO Sundar Pichai. It currently appears to be based on a closed system owned and overseen by Google, not on an open system like the trillions of websites that populate the internet are built on (i.e., HTML). I predicted this eventuality more than two years ago, after the Nest acquisition. These are the problems and challenges brought by Google’s new assistant that marketers and SEOs alike need to be aware of. Google I/O 2016 announcement On May 18, 2016, Google announced Google Home, a speaker that houses the new Google assistant (Yes, it’s Google assistant with a lower-case a, not Google Assistant) platform and that resembles the Amazon Echo. The Home device seeks to … [Read more...] about What marketers need to know about Google assistant and Google Home
On the heels of Amazon’s success with Echo and Google’s introduction of Home, Apple is preparing a stand-alone virtual assistant device, powered by Siri, according to a report in The Information. The report says that Apple will also open up Siri to third-party apps. This latter point is the more significant of the two revelations. According to the article: Opening up its Siri voice assistant to outside app developers is the more immediate step. Apple is preparing to release a software developer kit, or SDK, for app developers who want their apps to be accessible through Siri, according to a person with direct knowledge of the effort. As I’ve indicated in the past, this was the original vision for Siri: an intelligent front end for third-party services, transactions and content. However, after Apple bought Siri, it basically abandoned that ambition (aside from a handful of partner services). Now, competition is forcing the company to return to that vision. The article … [Read more...] about Apple building Amazon Echo competitor, will open Siri to third-party apps — [Report]
Think of the new Google Home assistant as a voice-only search engine. You ask it questions by voice; it gives back answers by voice. If you’re a search marketer, that immediately raises a big concern: How do I get traffic and visitors from this thing, if they can’t click to me? Turns out, they can. The key is the Google Home companion app for iOS or Android. For certain questions, especially those that are drawn from web-based sources rather than Google’s Knowledge Graph facts database or Wikipedia, Google Home will give a voice answer and send a link to the source of that answer to the companion app. “Related to your activity” cards Here’s an example of this in action. I asked Google Home for a mince pie recipe, and it responded with a voice answer: Someone probably can’t remember everything in a recipe delivered by voice, so Google Home smartly sends a link to the recipe to the Google Home app, for reference: Clicking on the “Visit … [Read more...] about How Google Home turns voice answers into clickable links
On the first full day that we had a Google Home in our house, we interacted with it 473 times over the course of the day. Four hundred of those were my two-year-old asking it to play “Cherry Bomb” by The Runaways, followed by his mother or me interrupting with, “Hey Google! Stop!” (Look, I love that song, too, but enough is enough, you know?) The point is, watching the way that my family interacts with the device, and how often they interact with it, I’m more inclined to believe the forecast that sales of Amazon Echo and Google Home type devices will go from 1.8 million this year to 15.1 million in 2020. Have you seen this demo video from Google I/O?: It really can do all of those things, like turn on your lights and help you plan your day. There are many times where it gets stumped and says “Sorry, I’m not sure how to help with that,” but not nearly as many as Amazon Echo, as you can see in Danny Sullivan’s review. For the most … [Read more...] about SEO without SERPs is here with Google Assistant, Home and Amazon Echo. Here’s how to survive.