Question

Topic: Student Questions

Research Question: Voice Technology And Marketing

Posted by pauline.swinnen on 9/11/2017 at 8:16 AM ET 250 Points
Hello, I am a student from Belgium. I study Graphic Media Management. I'm in my final year and I have to write a paper (20 - 25 pages) about a self chosen subject. We also have to find a research question for our paper. I am interested in the current developments in technologies such as virtual reality, internet of things, artificial intelligence, ... I began my search for a subject in this direction to find a subject that also matched with my education field. I was reading an article about trends in SEO in 2017 and the trend voice search grabbed my attention. I had also recently heard about these personal assistants such as Alexa (Amazon Echo), Google Home, Cortana (Microsoft). It's something that is not yet available in Belgium but in the article I read that voice technology would have a huge impact on marketing in general in the near future. It's like a new sort of interface. I wanted to find a research question that would match these two broad subjects, marketing and voice technology. Here are some research questions I wrote down. I would appreciate it if you could give some feedback. Thanks for your help!
- How will the arrival (or rise) of voice controlled personal assistants affect the digital marketing strategy of Belgian companies?
- How will the recent developments in voice technology affect digital marketing (or content marketing)?
- How will the recent developments in voice technology affect the future of SEO?
- How will the recent developments in voice technology affect the use of the internet (e-commerce, search, ads, ...) in the future?

There is also a practical side to our paper. So for the practical part, I thought that I could write a guide for Belgian companies on how to prepare their marketing strategy for the recent developments in voice technology.

Thanks for your help!
- Pauline
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RESPONSES

  • Posted by mgoodman on 9/11/2017 at 5:39 PM Accepted
    You have set conditions that will make the project more difficult for you. First, the topics you've identified entail making projections into the future, and those will be very difficult to support with existing data. Second, they are very broad questions (e.g., "How will the recent developments in voice technology affect the future of SEO?").

    You need to zero in on one company, one limited geography, and a specific time period (e.g., the next 5 years). Even then, this isn't going to be an easy paper to write unless it's mostly your own opinion ... and I doubt that will work for this. Think about who you might interview for input and what you might ask them.
  • Posted by Mike Steffes on 9/12/2017 at 9:39 AM Accepted
    Voice tech is simply an interface. For the real stuff, explore how AI could automate much of marketing. AI chews through big data like it's a snack. Once an AI entity learns what to do with it...well, that may be an interesting topic to explore.
  • Posted by telemoxie on 9/13/2017 at 7:48 AM Accepted
    If I were writing such a paper, I would want to write something of interest to companies which might hire me in the future.

    If I were a sales and marketing manager, I would have very little interest in overall global trends and industry changes, but a great deal of interest about specifically what I could do to improve my sales, hopefully this quarter. As you are considering topics, I would suggest that you also consider the perspective of a potential future employer reading your paper, asking himself or herself the question, "what's in it for me?"

    Regarding voice control of video searches, I have personally been doing some of this. I have Google home, and I frequently ask you to show me YouTube videos on this subject or that subject. Unfortunately, it is hard to find what you're looking for. I would love the capability to use my voice to find videos of interest to me, and not the same videos I found yesterday.

    And so I suggest you that the limitations of video search by voice creates an opportunity for companies to establish video playlists for people like me. For example, if I want to watch tthis is related TED videos, I do not want to watch the same videos I watched yeesterday or the day before. And so if somebody set up a video playlist, and updated it daily, I would be likely to use it on an ongoing basis. The benefit for your potential future employer is, they can direct targeted groups of people to videos (and commercials) by a method other than SEO.
  • Posted by Jay Hamilton-Roth on 9/13/2017 at 9:59 AM Accepted
    Here's an article that may be of use: https://www.forbes.com/sites/forbesagencycouncil/2017/01/03/2017-will-be-th...
  • Posted by Shelley Ryan on 10/11/2017 at 4:15 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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