How Software and Technology Businesses Can Enhance Customer Engagement.

Author:Kumar, Sud

We're halfway through 2019 and the noise around marketing and advertising is constantly increasing. This is making it incredibly difficult for your software and technology business to engage customers.

With numerous predictions on what the next big trends are and the continuous development of technology, it can be difficult to discern which are most valuable in terms of your business objectives.

Sud Kumar, marketing director at digital marketing agency, Origin, shares his insight on growing trends and how they can be implemented to enhance your advertising and communications efforts.

To make cutting through the technology noise simpler, I've focused on five of the latest marketing and advertising trends that software and technology businesses can take advantage of to help them stand out from the crowd.

Voice search.

Think of voice search and you probably think "Okay, Google". This is due to the prevalence of smart speakers in consumer homes that enable users to search, order items and even control other devices around the house. Research has found that one tenth of UK households already own a smart speaker and 41% of adults use voice search on a daily basis instead of picking up a device to look for an item. Devices that were once regarded as a gadget are now a staple and as a result, key players in the tech industry are releasing their own smart speakers and integrations to meet consumer demand.

There are still consumers that don't interact with voice search via smart speakers, but they almost certainly will have engaged with it on smartphones. We all know mobile online shopping is overtaking desktop and voice search facilitates this further by overcoming typing issues on a small screen.

In fact, global adoption of the technology means that Google's voice search now processes commands in 60 different languages, including their local varieties. This accessibility shows the trend is growing and according to findings from OC&C Strategy Consultants, voice search shopping is forecast to grow to a massive $40+ billion market in the US and UK alone by 2020.

And, to add to this, Google's speech recognition technology has a 95% accuracy rate when the spoken language is English.

Major tech companies are all heavily investing in speech recognition technology and I see this trend eventually rendering the keyboard obsolete - something that is worth paying attention to when investing in your business' online search functionalities.

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