When does an ad not seem like an ad? The evolving era of Search
As ever, finger on the pulse David J. Katz .. A few observations, this is the beginning of the Amazon #BlackFriday arsenal. Some new Top 10 sellers in the list here. What this demonstrates is the convergence of tech alot of people talk about, but Amazon are solving.
Consider the following — this week we learned they are 3rd in the list of Ad revenue generators, and this is growing. Amazon is where approx 60% of product discovery happens. They have added video content to listings for the lucky ones.
But with voice, are they changing the shape of #searchmarketing — Search has been always based on the Who, what or why . #Voicecontrol changes our interaction — “Buy diapers now” “Book my flight”. A huge step in making this noramlised was the insistence on standard and enriched data over the last few years — quality above all else.
When does an ad not seem like an ad?
The search experience will be augmented by voice and I have talked to Paul Sweeney about this (not as much as I should) as the search element of the interaction is changing — it is almost second in the command list which means the advertising will change to match this or at least should. “Alexa, where is my local Tesco” cue response, but interrupt this with an ad “It is 200m away Vinny on Gloucester road — Did you know @WheyHey are offering £0.50 off their Salted Caramel 500ml tub this weekend?”
General wisdom suggests voice search to top 50% by 2020 — not likely and probably not possible. Luke Fitzgerald of @Wolfgang Digital penned a superb article here and I would encourage you to read it for some of the more practical evolutions I am describing.
Amazon and now Facebook are driving their scale even further into the sales funnel. Were I a new brand starting out, I would be considering my approach and who I partner with. Facebooks marketplace is something I will write about in the future — it is huge and will get bigger with very little friction. Google’s foray into home is going to be interesting over the last quarter also — watch for some surprise announcements coming down the tracks.