| 6 hours ago
The ability to purchase products gets easier every day. The process of going to a store, perusing products and checking out has been reduced to minutes by mobile phones and smart devices that can facilitate a purchase with a simple click or command. But as voice-powered devices become more ubiquitous, the act of browsing—whether aisles, catalogs, search results or web pages—and the core role it has played in purchase decisions will soon transform into a default purchase that boils down to mere words.
Winning in voice requires an entirely new playbook that has nothing to do with developing the most intuitive website, paying for the most prominent placement or even having the most desired brand experience. When the shopping experience fundamentally transforms from a selection to an expectation, consumers count on the default to be not only the first result, but the best result.
As voice heats up, a product’s purchase fate will come down to navigating the nuance of a complex voice commerce ecosystem, and marketers are in for a steep learning curve that may take them down new and unexpected paths.
Based on five considerations for marketers looking to win in voice, we’ve assessed which platform is currently leading. While Amazon’s Echo has achieved the most scale and influence, Google Home is proving to be the better bet for brand marketers, particularly for groceries, household items, personal care, electronics and retail products.
With both Google and Amazon
Read more here: https://www.adweek.com/digital/the-areas-where-google-and-amazon-outperform-each-other-in-voice-technology/