Excerpt from The Drum
Amazon Alexa, Google Home, and Siri from Apple have initiated a revolution in search, and it is a significant transformation within the marketing and customer services industries.
The key change for marketers is that, a typed search entry typically generates multiple results, while voice search often offers just one spoken result. Consumers using voice assistants now depend on the information within this first search result, rather than the option to choose from several options, as they did previously. This means that businesses are vying for this top spot: second place means their brand just won’t show up. So, how can businesses and brands boost their online discoverability through voice search?
Amazon, the key player in this space, has a direct integration with Yext to ensure that the business information - locations, contact information, hours of operation, and more - of Yext customers is accurate and up to date in Amazon Alexa. Through this integration with the Yext platform, Amazon now sources business information straight from the Yext customer; directly from the business itself. This management and syncing of business data is known as Digital Knowledge Management (DKM), an essential marketing process to ensure that consumers can discover, locate and engage with a business’ products, people, and services.
Put into practice
Taking the example of the hospitality sector, a consumer may ask Alexa: ‘Where can I find a quick lunch near me?’ Alexa will search through the online information available and select the most relevant restaurant or cafe for the answer. It is therefore essential for local restaurants and cafes to show up as a possible option for Alexa: they need to provide accurate and structured online information so Alexa can easily discover them and deliver their brands as the one relevant search result.
In this way, it is DKM which can determine the visibility of the restaurant. Not only will DKM surface a restaurant as the one search result, but plentiful information within this result should boost the customer experience. For example, Alexa can detail the opening hours, drinks served, and even available discounts, which should all help the customer arrive in the right place, at the right time, and enjoy a perfect service.
Indeed, we are already seeing the adoption of voice-controlled devices and interactive advertising by some of the world’s biggest hotel chains.
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