Knowing the search intention of users is essential to define the buyer persona of any product. In fact, Salesforce uses this criteria to establish the four types of consumers, according to its Search Intent , that must be considered when making a strategy.
But, as with the rest of the chinese phone number online phases of the purchase process, technology is modifying the already established theories . And smart speakers are a clear example of this. Why?The rise of voice assistantsThey became fashionable in 2015 and it is expected that by 2020 50% of Internet searches will be done through voice . And this is just one of the many statistics that Quoracreative collects that only underline the obvious, that voice experience is the future.This technology, integrated in smartphones for years, is fully adapted to home speakers, incorporating a microphone through which the user can communicate with the voice assistant , and through the Internet control the rest of the connected devices. The query in Google (or any other search engine) is one of its many possibilitieFeatures of a smart speaker
Dialog Management and language processing
Communication between user and voice assistant can be analyzed from four levelsInvocation: it is the skill or word that gives rise to the search oriented to a specific function.
Intent: action that the user wants to perform.
Utterance: the user’s way of expressing himself.
Slot: additional information removable from the search.
Every question to the voice assistant must have an invocation name to result in an answer, but it does not need to have any of the other parts. However , a more complex dialogue , with a combination of intents , utterances and slots , can lead to more precise skills An example of this is BERT technology, with which Google has wanted to complement its RankBrain contextual search system and which is at the forefront of Artificial Intelligence . It is a neural network for the processing of the natural language of human beings , through which Google will be able to gulf email list answer the user’s questions according to factors such as: feelings, semantics, predictions or intentionalityCorrectly analyzing the way a person speaks makes it possible to reach certain nuances that are hidden in written language. Very useful information when guiding the promotion of a product ”. MATÍAS PÉREZ CANDAL , STRATEGY DIRECTOR AT LABELIUM
Smart speakers and the buyer’s journeyThe purchase cycle is made up of several phases that the user must go through when purchasing a productDiscovery: the user becomes aware that he has a need (desire, interest, etc.) that he has to cover.
Consideration: the user is informed in search of options (products or services) to respond to that need.
Decision: the user compares the options and decides which one to keep.
The rapid proliferation of smart speakers is creating a new concept of home: the smart home . With all the household appliances in the house connected to the Internet, the user is, without realizing it, emitting information about their tastes, habits, lifestyle, etc., continuously. Information that allows companies to establish new buyer personas to target their advertising in the discovery phase . “Smart speakers represent an important change in the awareness phase. Now the user can receive advertising of things that he had never searched on Google, but which he had given enough information about at home, without realizing it ”. MATÍAS PÉREZ CANDAL , STRATEGY DIRECTOR AT LABELIUM
Smart speakers: main devicesAmazon Echo The almighty marketplace option, with Alexa as a voice assistant, leads the current market with a 36.6% share. The success of this device lies in its good value for money and its compatibility with a wide range of household appliances Alibaba
With a voice assistant very similar to that of Alexa, AliGenie, the Chinese company defends the second place with a 13.6% market share. Its Tmall Genie, very similar to Amazon Echo, allows the purchase of electronic products from the Chinese firm .
The smart speakers of the Chinese brand Baidu hold 13.1% of the market share, which represents a growth of 290% compared to last year . They operate only in the Chinese market and their benefits are similar to those of the rest.Since 2018 it has dropped from second to fourth, with a current market share of 12.3%. This decrease is inversely proportional to its performance and presents an exceptional performance with all the devices of its brand. Also, it is compatible with Chromecast .n the process of introducing its smart speakers in Spain , Xiaomi has a 12% market share, and recently announced its latest model: Xiaomi Xiaoai Speaker HSmart speakers: 2019 statistics
According to Canalys data , in 2019 the smart speaker market has grown by 44% and has already reached the figure of more than 28 million devices sold worldwide. Only Amazon has shipped more than 10 million Echos globally, which shows that the penetration of these types of devices continues to increase.