Let us analyse the situation and predict the outcome it will generate for marketers if the Google Assistant expansion happens.

What is Google Assistant?

A built-in feature, operating as a consumer-facing assistant firstly made part of the Google Pixel phone in September 2016. A month later, it was inserted to the Google Home device. 3 months later, it was built in to Android Wear Watches. A month later, it expanded again. It was released for the general Android phones running Android 6 and 7.

And of course, they are considering of inserting this feature to more products and applications. It’s only a matter of time until they will take control of the population. Therefore, marketers should act fast and find solution and contingencies to tackle this upcoming threat.

For iPhone users, who still do not get how google assistant works. Basically, it is like Siri, but more advanced and accurate and can be a little scary (Refer to video 1).

How big is the size of voice assistants users and the future potential impact?

After a survey conducted by adobe, 44% of 1000 respondents said they use voice technology daily. Prediction for 2020 is that 50% of all searches will happen through voice search. Isn’t it ironic? Consumers are complaining about their data privacy, yet they enjoy the pleasure of the convenience provided by the voice related technologies. Well, does this prove Convenience > Privacy?

Not really, it’s more like Convenience = Privacy. 75% of internet users don’t mind sharing their data to companies. In return, they want some kind of value in exchange. What is it exactly?

Personalised experience! People are busy, they are keen to get a personalised experience, and this can be achieved through the data collection from Internet of Things (IoT) devices. Google Home device and android wear watches are examples of IoT devices. IoT runs based on our personal information, they are basically our digital extension.

The future of Artificial Intelligence is definitely on the rise, especially with google upping its game. Google assistant can sometimes be scary because of its human imitation.

What can the consumers do with the voice assistants?

Who are affected by Google’s innovation?

The most transparent type of businesses, which will be affected are mostly in the service industries like food deliveries, salon, banking (paying bills), restaurants, hospitals, and many more. Google assistant and other voice technologies have a positive impact for the industry because it widens their distribution channels, more mediums to reach the customers. Second is the marketers, which will be explained more thoroughly below. Lastly, are of course the consumers, buying behaviour habits are slowly changing and evolving as easiness and immediacy are becoming top priorities now.

Why do we as marketers should care?

Google assistant does not only book appointments for the users, but also provide relevant information searched or asked. Google assistant exists to minimise the hassle users experience in order to obtain the information needed. Therefore, this creates conflicts between google and marketers.

Marketers are unhappy because the content produced such as FAQ and how- to markup are utilised by Google in a way that reduces website traffic, clicks, and the contact businesses have with their customers. Precisely, Google will direct the user to the exact page that contains the information without the users needing to open the website’s home page and scrolling through to look for the information. This is really beneficial for the consumers, but sadly not to the website owners. Hence, marketers think it might be an unworthy expense, when companies are working really hard to aim for that organic search, but on the other hand, Google is making it more difficult and reducing the chances.

What do you guys think? Comment down below!