The fallacy of choice: How conversational UIs are altering the marketing landscape

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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.

[Read the full article on MarTech Today.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Malcolm Cox is CMO of Grapeshot, a role he took on after gaining experience in the media, music and agency worlds. Malcolm spent thirteen years working with music and media company Emap, where he created the Magic brand and launched Kiss — both radio stations — and reinvigorated weekly music magazine Kerrang! After Emap, Malcolm founded brand activation agency Naked Lunch. Here he created award-winning work for Sony, Nokia, Kickers, IKEA and Nike, staying on at the Naked Group as a director after selling the agency in 2008.


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