Voice Interactivity Changing the PPC Game
Those with Apple iPhone 4s devices may be less inclined to run text searches on Google.com as they grow more comfortable with interfacing with the Siri voice interaction platform. Furthermore, Google voice search and the probably development and maturation of voice interactivity embedded into more and more devices will ultimate force a shift in the way consumers interact with advertising on the internet. One can hardly assume ads will go away. They never have. In fact, with each new technology, ads seem to become even more prolific than on the previous technologies. Consider it sort of the Moore’s Law of paid search advertising.
So what is in store for paid ads if I never visit an actual search engine? Perhaps when I ask for “restaurants near Reston, VA” the system will deliver two sets of results? Or, will the results be intertwined? And if so, how will I know as a consumer which results are sponsored and which are organic? And where to social signals play in all of this? Maybe it’s important to me that three of my friends recommend on restaurant over another, or that one restaurant is offering a half-off coupon?
Advertising is an important aspect of the consumer experience and ultimately underwrites the fact that the internet is essentially free.
Will Apple build its own ad network for Siri usurping Google altogether? That’s a definite probability if not a certainty. Look at iTunes. It’s a complete silo from the internet, controlled fully by Apple.
The voice interactivity is a vast uncharted pioneer town ripe for entrepreneurs and bright ideas to move in and conquer.
Just what will be next for consumers and advertisers alike? Ask Siri, maybe she knows.