Page 15 - AeM_November_2020

RESEARCH
ANALYSIS
TRENDS

• Answering complex inquiries using meaningful key- er with the appropriate key statements as well as using
wording ad extensions. In addition, the previous control figures
must be reinterpreted to better analyze the successes
• A suitable limitation of the information
and failures of individual voice search campaigns.
• Establishing of generally understandable commands
The following table shows the search intentions previ-
• Avoidance of different approaches through individu- ously defined by Google that have been adapted with
alized voices, background noise or sound icons per
provider or shopping skill key sentences for voice-based searches in voice com-
merce:
Pre-purchase phase
In addition to working closely with voice assistant SEO,
Of great relevance in the pre-purchase phase of the the task in content marketing should primarily consist of
buying process are proactive needs recognition, voice creating helpful content in a dialog-oriented manner
assistant SEO, search engine marketing, paid advertis- and then guide users through the interaction and add
ing formats, content marketing, the preparation of of- the experience gained into their own shopping skill en-
fers, marketing measures within a shopping skill and vironment.
the options for evaluating purchase alternatives and the
shopping cart. For a user-friendly preparation of your own shopping
skill, and related marketing measures, various require-
Firstly, it is necessary to integrate a function for a suc- ments should be met, such as:
cessful proactive recognition of needs that allows to
automatically execute recurring orders. Secondly, the • the reading of product features should be reduced to
use of push notifications is recommended that highlight the bare minimum
offers that have not been considered by the user but • the use of product reviews should support a pur-
could be helpful in his/her current situation, such as chase decision
offering an umbrella on a rainy day.
For online retailers, considering voice assistant SEO • a useful product catalog with search and filter func-
means bearing in mind the following: tions should be given
• an automatic compilation of the shopping cart
• Including questions from the user through context-dependent, meaningful keywording
should be in place
• Including long-tail inquiries with the help of previous-
ly defined key sentences • access to information on the company, terms, and
conditions, and data protection be made available
• Providing compact and useful answers, as a formu- and be optimized for audio presentation
lated sentence or list, depending on the context, and
keeping them compatible with Google or Amazon • the automatic adaptation of the shopping skill to the
commands. spoken language as well as the admission and
recognition of different formulations on the rt of the
Furthermore, although paid search results with voice user for requested commands be arranged
assistants are not yet possible, initial guidelines for suc-
cessful auditory search engine marketing should be • the composition of dialogues between user and pro-
compiled. And to this end, marketers should consider vider be supported as well as the user being provid-
ed with useful answers and follow-up questions at
recognizing relevant question and command words and the right moment of inquiry
completing them into key statements, besides identify-
ing search intentions of users and putting them togeth- In addition, context-appropriate promotions should be

15 November 2020: voice search & digital voice assistants as storyteller