The fallacy of choice: How conversational UIs are altering the marketing landscape
Columnist Malcolm Cox discusses how conversational UI is impacting marketing and why simplifying the customer experience is the only way forward.
Apple’s new iPhone X is doing away with nearly everything but the screen. Now, we’ll only have to look at it for it to know that it’s us — without even having to touch it.
This brave new world of touchless, conversational interfaces will forever alter how we interact with our devices, with each other, with content and with brands and marketers. And although it’s a fairly recent innovation, the data already supports the impact of this newfound capability.
ComScore predicts that by 2020, half of all searches will not require a screen, as Siri and her friends attend to our every need. And the esteemed and omniscient Mary Meeker tells us that 65 percent of all US smartphone users are already using voice-controlled assistants.
So once again, we marketers are in the position of having to reckon with this rapidly changing landscape, altering our SEO strategies and thinking about how conversation UIs (user interfaces) will impact searches, context, conversions, attribution, brand safety and how we present and market our brands to consumers.
How conversational UI is impacting marketing
In today’s web-based browsing world, we enter a bunch of keywords into a search engine, and in return, we receive a selection of answers or options to choose from.