In 2017 we shall see online search evolve from cross-device use to assisted bots and voice search due to the advent of digital assistants such as Alexa, Siri, Cortana and Google Assistant.
This year has been predicted to be the year of voice search. In fact, a recent Google study revealed over half of U.S. teens and 41% of U.S. adults use voice search on a daily basis. Due to the growth of AI and digital assistants in voice search, user intent will be gauged more effectively as they evolve from voice recognition to voice understanding. Consequently businesses will need to tailor their optimization efforts to accommodate voice search.
This year will also see a greater implementation of cross-channel marketing in search. Though this may sound similar to multi-channel marketing, they are in fact different. While multi-channel refers to a brand establishing a presence on more than one platform, cross-channel allows for the integration of brand visibility across several platforms. This may be implemented through targeted ads for users via email or social media based on their searches. The result will be a consistent brand presence across multiple channels so that users may be able move seamlessly between devices and platforms whilst making a purchase.