The Great Mobile Migration
The trend in 2014 was to mobile, it marked the first time in history that mobile browsing overtook desktop, a fundamental shift that means if you have a website, make sure it’s optimised for mobile, you may not need to optimise for desktops, depending on your market.
That’s great news, we all know where to focus now, the significant things to deal with are SEO, SEM, Mobile Optimisation, paid Social, original content generation and a slick and fast website. Deal done.
But that’s just the start of it, with mobile devices we also increasing are looking at a generation who will grow up with No Browser as their choice of information delivery.
Think of Siri, the voice inside your phone that can read information to you, tell you the weather, call a friend and be generally helpful if you ask the right questions. Siri has improved and will continue to do so, along with all similar products for all devices, including desktop.
An Oral Society
As Marshal Mcluhan pointed out in 1974, we are moving towards an acoustic world and away from the visual world. In essence this is the end of literacy that he prophesied 41 years ago. There is already no need to know how to spell or to remember anything, as everything is stored somewhere. With technology we now only need to be able to speak and listen to find out information.
What does this mean for us?
For at least three years there has been a marked push towards a total media solution for brands, meaning an interaction between all media and some moving and noise making bits to accompany this. BMW did this as early as 2007 with a series of ads starring Clive Owen as ‘The Driver’ and directed by luminaries such as Guy Ritchie, Ang Lee and John Woo. In 2014 we saw Johnnie Walker cast Jude law in a YouTube story/commercial with countless others following suit. Marketeers jumped onto this with the Case Study, the idea of Infotainment and a host of not-really-commercials being watched in exchange for some entertainment in a short space of time.
Going forward this means that all of our content needs to be accessible in audio-visual forms, easily searched, tracked and found.
It’s going to require very fine-tuned SEO, SEM, paid-social, blog entries, original content, tags, keywords, keyphrases and a lot of luck to start hitting Siri’s radar when the post-Browser starts asking where to buy pizza.
Think out of the Browser
Now we need to start thinking about that radar, how to access it, what content is required and how we transpose ourselves to the Oral world of which our ancient ancestors were more familiar than we are. It’s scary and it feels odd that things aren’t ‘written down’ that actual information will come from a voice on our phone or a talking head.
Track beyond Google
IOS 7 started using Bing instead of Google for its’ search results so you’re going to have to haul out that Bing account and start using it if you want to show up. Safari still uses Google but in a deal with Microsoft Bing has been used for Siri, so it’s actually easy to compare how the two work.
Use Siri to do a search and try the same search on Google by tapping the microphone button in the search box. For now, Google wins, at least in South Africa, Siri can’t list restaurants at all but Google manages to.
It’s not going to change overnight, but it’s important to start planning for more and more voice search and voice content.