Anna Corbett
Director of Client Success
Anna is responsible for all client delivery, and is our resident data and analytics lead.
The voice of the future
There has been a lot of banter about voice search and personal assistants in our studio over the last few weeks. Here are my thoughts.
Voice search can make for a one-result SERP. Are you ready for that? @dr_pete #smx
— Ruth Burr Reedy (@ruthburr) June 22, 2016
A year ago I wrote about letting go of your content and to be honest that really still stands. From a marketing perspective though, there are a few things I would now like to add.
Imagine a world where people do not look at the search engine results pages we know today, but rather ask their personal assistants, like Siri or Amazon Echo, to read results out to them. It might be just the first result, like an Answer Box about a specific question, or it might be a list of search results, to decide which one they might want to interact with further. Just like when scanning search results, brand recognition plays a huge role in this scenario, maybe even more so.
If my personal assistant reads me a list of results with associated domain names my decision will be heavily swayed by brand awareness. In a split second I’ll make a choice to go to a website I know, and like, rather than a higher ranking result I have never heard of.
So building your brand awareness and providing experiences and interactions that forge a long term relationships with users is key in this new marketing landscape. Like I mentioned on Twitter:
When personal assistants read out search results you will rely on your brand to stand out. Build your brand and build relationships!
— Anna Corbett (@AnnaAppenzeller) June 23, 2016
Create and nurture memorable interactions and experiences.
— Anna Corbett (@AnnaAppenzeller) June 23, 2016
It is, and will be, crucial to happily let go of your content, and in doing so, build trust and longer lasting relationships with users.
I’ve got plenty to say
View my other articles and opinion pieces below
Are your campaigns reaching your goals? Why asking “why?” is imperative for great digital marketing
Imagine your next digital marketing campaign. Your mind probably went straight to what you’d like to achieve. Maybe you want to: This is where you need to ask “why?” Why do you want to increase your paid ad conversions? Why does your CEO need more followers? Why do you want more site visitors? “What do […]
Collecting the site data you need – not the site data you want
Collecting data is exciting. There’s a big buffet of data out there to choose from, with companies analysing everything from scroll speed to mouse movement. Finding new ways to learn about your site visitors is a great technical challenge. Okay, maybe that’s just me. But whether you find it exciting or excruciating, collecting data on […]
GA4 migration: Everything you need to make the switch
On July 1, Universal Analytics will stop processing data. UA will be permanently replaced by Google’s new reporting platform, Google Analytics 4. To help you prepare for this transition, we have compiled all of our GA4 information into one place, ranging from guides to FAQs and deep-dives into specific features including cookie-less tracking, API quotas […]
GA4’s AI: Everything you need to know about artificial intelligence in Google Analytics 4
Stop someone on the street and ask them what they think when they hear “AI.” You’ll likely hear a few answers. ChatGPT. Automation. Computers taking over the human race. Many conversations about AI are warped by preconceptions. These range from sci-fi ideas about AI capabilities, to limited understandings of AI’s use based on specific services. […]
