Digital Marketing Trends in Asia: Voice Search
Digital Marketing trends in Asia are changing rapidly based on demands of businesses that provide products and services based on demands of Asian consumers.
“NOT ANOTHER PREDICTIONS BOOK!” We marketers love guessing what’s going to be the next big thing. The new ways to reach and engage our target audiences keep marketing interesting – plus we’re suckers for shiny things!
The problem is, more often than not we’re distracted by the next “game changer” before we’ve even had the chance to adopt and take advantage of the first one. This is why we’ve created The Straightforward B2B Marketer’s Guide to Winning in Asia 2018. It’s a two-part series which covers the technology, content, targeting and business trends that are going to shape your year. Most importantly it also explains how you can incorporate them into your marketing plans today. It’s a practical roadmap that will help you level-up your marketing no matter how mature your activity is.
This guide provides beginner, advanced and expert next steps for all the key trends and also lists them in order of priority so you’ll know where to concentrate your efforts.
This volume is all about marketing technology, one of the digital marketing trends in Asia. We cover which tech should you be adopting, what you need to finesse and what to jettison this year. Discover what tech to prioritize and how to take the next step no matter how sophisticated your current marketing plan is.
Voice Search is one of the digital marketing trends in Asia
In 2017, we heard rumblings about optimizing page titles for Siri. In 2018, marketers are likely to want to start creating content with Voice Search in mind.
China’s Tmall Genie and Amazon’s Echo saw a record number of sales on Singles’ Day and over the Black Friday weekend respectively. Home assistants could well disrupt standard SEO practices as assistants now seek to return the first best result rather than a set of options. Marketers will need to create content that fits with the conversational and natural language used in voice requests, and keep in mind that Google might not be the search engine of choice for all assistants.
As the adoption of Voice Search increases in the home, we predict a growing demand for voice requests in professional environments too, an obvious proof that digital marketing trends in Asia are also changing. Voice-enabled technology is the reason why Internet marketers are going crazy optimizing content for Voice Search, a technique implemented in all websites to rank on top of Google search results.
The message to B2B marketers is, don’t be caught out; start thinking about best practices today to save having to overhaul all your content at a later date.
Think about what kinds of things your target audience might want to use voice search for. It could be anything from office directions to “What is [your product]?” Start making sure your digital assets are honed to provide the best answers to these basic and easy-win voice requests first.
Expand beyond basic details and product information for search queries. Voice requests are more likely to be full questions with longer sentences so you’ll want to look at testing out longer, more voice-friendly keywords in your titles.
One of the more exciting opportunities that come with voice requests is a clearer signal of purchase intent. Purna Virji’s article How Voice Search Will Change Digital Marketing for the Better on Moz highlights that a keyboard search for “digital camera” gives no indication of whether the user wants “to buy one, have one repaired, or was simply looking for stock images of cameras.”
It’s true, marketers don’t really know if the searcher is ready to buy or just doing research. Voice requests are more likely to go from ‘What’ or ‘Who’, to ‘How’ or ‘When’ and finally ‘Where’ as the voice searcher demonstrates greater purchase intent. This means that you’ll want to start mapping your voice content creation to the different parts of your sales funnel now.
Ways Smartphone Owners Use VOICE-ENABLED TECHNOLOGY