How IoT and AI Devices are Changing Search


Tech evolves every few years. Yet despite this fact of marketplace nature, many companies that offer tech products and services face the daunting task of making changes that customers may perceive as messing with a very good thing, especially if the offering is wildly successful.

Google is no exception. Having a considerable share of the search engine marketplace against Bing and Yahoo, Google has become the default starting point for queries among many businesses, small and large, and an essential platform for optimizing digital marketing strategies.

But now IoT home devices are rivaling search engines for consumer attention, potentially threatening their dominance in the long run. Clickz reported a BloomReach study that indicates Amazon's emerging position as a consumer starting point for product search and price comparison. The survey of 2,000 US consumers revealed that people are increasingly hitting the Amazon website first, with its share of surveyed respondents reaching 55%, an 11% increase over the previous year's results.

That budding confidence in Amazon opens the door for Amazon's Echo device to be a query tool. Association with niche digital media opens that door further. Kayak, the travel search site, has introduced voice search capability for flight, hotel, and car rental information using Amazon Alexa. As a consequence, that capability extends to the Amazon Echo device.

Experts have long anticipated increasing influence of IoT devices. In 2015 Gartner predicted that the number of connected things in use worldwide would hit 6.4 billion in 2016, up 30% from the 2015 numbers, and would surpass 25 billion by 2020.

The rate of IoT adoption so far has marketers now seeing IoT devices as viable marketing options. eMarketer notes that marketers view IoT devices as a critical emerging technology, an entry into conversational marketing, tactic involving phrases to build brand and to establish customer mindshare.

I've reported on this trend over the years as the search engines have tweaked their algorithms. In an All Analytics post about Amazon I wrote "Online search is still a gold standard tactic in a digital marketing strategy. Since the rise of the search engines...many other ways for consumers to gain online access has cracked open opportunity for large companies to take advantage."

(Image: Amazon)

(Image: Amazon)

So what does this mean for analytics practitioners? For starters, interpreting search strategy to attract customers is altered in fascinating, unprecedented ways. The query itself is now different. When people use IoT devices for voice query, they usually speak in phrases. This differs significantly from typing a phrase that may have keywords included. Digital media now must match up to these query phrases rather than keyword search patterns to come up in a result.

The arrival of Amazon Echo introduces more than a totally different interface to a customer. It is a different query environment, one in which a customer is not sitting down at a laptop but instead turning to a device as he or she is taking care of daily tasks.

Echo and Alexa also mean that new services must be more innovative than branded keywords to acquire customer mindshare. As customers become accustomed to using Echo they will also begin to become accustomed to using certain services. The voice enabled search of travel service Kayak is a clear example.

That scenario complicates a picture on how to connect to customers. We know customers are mobile, but the knowledge of attribution with respect to branding becomes murky. Experts claim that customers treat channels as invisible means to connect to their brand. How do customers interpret a brand while using their most personal device, the smartphone? How do they think of brands now when they start their research on a service or product? Technology enables activity but disrupts interpretation of its impact on business.

For those imagining an outright rapid revolution in marketing, there are caveats that could slow that revolution. The main caveat is the type of information that can be retrieved currently. For example, the Kayak search feature in Echo returns pricing information but cannot display indicators that let customers book a reservation. This can become a last-mile issue -- being able to present information that is only a portion of the task the person is seeking to complete. Thus search engines still hold the advantage in terms of quality query results. Search engines can provide associated information based on metadata, such as store hours alongside a query result for a business.

Ultimately evolution is the way of both the jungle and technology marketplace. Google introduced Google Home, a consumer IoT device meant to enhance its Al online service, Google Assistant.

And Amazon will continue to draw traffic as it experiments with storefronts -- its Amazon Go, a convenience store that touts no check-out line is a foregone influence on its evolutionary role as a product search engine.

What do you see as a new species of search on the horizon?

Pierre DeBois, Founder, Zimana

Pierre DeBois is the founder of Zimana, a small business analytics consultancy that reviews data from Web analytics and social media dashboard solutions, then provides recommendations and Web development action that improves marketing strategy and business profitability. He has conducted analysis for various small businesses and has also provided his business and engineering acumen at various corporations such as Ford Motor Co. He writes analytics articles for AllBusiness.com and Pitney Bowes Smart Essentials and contributes business book reviews for Small Business Trends. Pierre looks forward to providing All Analytics readers tips and insights tailored to small businesses as well as new insights from Web analytics practitioners around the world.

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Where IoT makes sense
  • 1/11/2017 10:15:27 AM
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Alexa seems to me a far more sensible and functional application of IoT than IoT-connected refrigerators, toasters, and toilets.

Incidentally, Alexa actually has a significant role in the Mr. Robot TV series ... as a character!

..

Re: Where IoT makes sense
  • 1/11/2017 3:59:41 PM
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I agree, and it will be a linchpin for Amazons' future tech leadership iniatives for some time.  I think the key part about this that keeps Google / Bing ahead in search is that there is not a clear B2B benefit.  But consumer tech trends have traditionally lead B2B whe it comes to shifts like this.

Re: Where IoT makes sense
  • 1/12/2017 10:29:10 AM
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I don't see IoT/AI as big game changers for search... search has been finding every nook and cranny it can to direct (and re-direct) consumers and businesses wherever it can -- the "recommended for you" listings being the most obvious.

But it's also connected to the ads being served up in free webmail and the major social media, which are trying to fulfiull contractual obligations to serve up lots of garbage ads ("I already bought that!") to fulfill their volume-driven contracts with online retailers. Or to grab a commission on a transaction, which adds up or hundreds of thousands (or millions) of purchases.

Re: Where IoT makes sense
  • 1/16/2017 3:38:03 PM
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I disagree somewhat. Most search is based on key words. How does standard search deal with the new types and forms of the data? I would think that keywords are not the best way in many situation.

Re: Where IoT makes sense
  • 1/17/2017 5:25:30 AM
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Tomsg writes


 Most search is based on key words. How does standard search deal with the new types and forms of the data? I would think that keywords are not the best way in many situation.


 

Yes, this could present interesting new challenges for the conventional PC + Internet + Google search methodology. "Please identify this fragrance ..."

 

Re: Where IoT makes sense
  • 1/17/2017 10:31:50 AM
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@Lyndon_Henry @Tomsg I have a blog submitted here (awaiting publication) that is based on an interview I had with the CEO of a service to alert parents when their kids may be cyberbullied. One of the things he emphasized is that key words don't work for all situations because 1) some of the communication is done via image or video and 2) some key words or even phrases can signal danger in some contexts but not in all, which is why the AI has to learn the patterns of the users' online exchanges.

Re: Where IoT makes sense
  • 1/17/2017 1:21:25 PM
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Areilla, I experienced that second point in an odd way - a former client, a musician and his studio in Chicago, had concerns with the word entertainment in their name - he was always focused on music entertainment, his main service.  But occassionally he had calls to his business for "adult" entertainment because of the word entertainment. So we worked on his tags to help ensure his sites would not attract the adult entertainment crowd.

Re: Where IoT makes sense
  • 1/17/2017 1:48:08 PM
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@PierreD074 good example of how an innocuous word can --because of its associations --  lead to the type of traffic not everyone want to have to deal with.

Re: Where IoT makes sense
  • 1/18/2017 8:53:56 AM
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@Ariella: This is a problem about as old as web search itself.  I remember the '90s, when typing in just about anything into Yahoo or Lycos or Altavista or Metacrawler or whatever would inevitably lead to a bevy of links to "adult" websites.

Re: Where IoT makes sense
  • 1/18/2017 9:31:41 AM
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@Joe I didn't have that so much in general search, but I do recall getting something like that when I searched for some movies on YouTube back in the day when a lot more classics were up there.

Re: Where IoT makes sense
  • 2/2/2017 8:00:58 AM
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@Ariella: "Adult content" certainly exists on YouTube in various forms.  Still. that's a bit surprising, considering YouTube is pretty strict about enforcing anti-pornography policies ( although there are apparently ways around that -- see: independent.co.uk/life-style/gadgets-and-tech/news/porn-videos-secret-hiddent-youtube-priates-hacking-google-nudity-controls-censorship-graphic-content-a7529821.html ).

Re: Where IoT makes sense
  • 1/17/2017 12:35:17 PM
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And lead to varying phrases used around the keyword of interest foir a marketer. Keywords are not going away entirely, but the context is becoming important.  That changes strategy - many times SEOs examine variations on a word, but that is not entirely the way people are using search. Even using the dictation feature on a mobile phone is dictating the way a query is generated.

Re: Where IoT makes sense
  • 1/18/2017 8:51:57 AM
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@kq4ym: I imagine such search would use standard markers, the way things like fingerprint- and DNA-matching technology work.

Of course, fragrance can be much more complex, but the fundamental way the technology works would likely be the same.

Re: Where IoT makes sense
  • 1/18/2017 8:17:11 AM
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It's very interesting to see how Amazon is gaining ground so quickly in the consumer market. Expanding it's offerings and methods of buying will surely attract a loyal audience. Not to mention the plot to get everyone hooked into their Prime program, a sure way to keep loyalty even with prices not always at bargain points over competitors. Voice searching and buying is going to be a big market that may overwhelm the small outfits forcing them to partner with Amazon and others with the technology they develop.

Re: Where IoT makes sense
  • 1/21/2017 2:05:45 PM
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@kq4ym Interesting and surprising, really. I did not expect people to embrace the technology as they have. I had no idea voice search would become so important so quickly. We've had quirky voice assistants for years, but the Echo stands out.

Re: Where IoT makes sense
  • 1/29/2017 12:13:47 PM
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@kq4ym That reminds me of the tablets that preceded the iPad. In the 90s, I drooled over a Windows tablet by Fujitsu. It could do landscape and portrait modes. It had a dock that turned it into a monitor. It had a stylus. It was also big and heavy. Then the iPad came along and changed the tablet landscape.

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