{"id":4490,"date":"2019-02-25T22:57:18","date_gmt":"2019-02-25T22:57:18","guid":{"rendered":"https:\/\/alphametic.com\/?p=4490"},"modified":"2021-06-15T17:15:57","modified_gmt":"2021-06-15T17:15:57","slug":"google-assistant-for-marketers","status":"publish","type":"post","link":"https:\/\/alphametic.com\/google-assistant-for-marketers","title":{"rendered":"Marketer&#8217;s Guide to Google Assistant: How to Leverage Google\u2019s AI"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">AI products seem to be everywhere these days, and tech giants are investing heavily in creating and improving them. Google is no exception, with their unveiling of Google Assistant back in 2016. Since then, Google has come out with updates for their virtual assistant that have big implications for the digital marketing world. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve already explored how digital marketers like ourselves should navigate the advent of <\/span><a href=\"https:\/\/alphametic.com\/voice-search-seo-2018-playbook\"><span style=\"font-weight: 400;\">voice search<\/span><\/a><span style=\"font-weight: 400;\">. Now we want to dive into how voice-powered virtual assistants, specifically Google Assistant, are changing the marketing game. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">How will Google\u2019s AI affect how users consume information, what effect has it already had for brands, and what can we do to leverage its marketing capabilities? We explore all of that and more here. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">First thing\u2019s first: what is Google Assistant?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Assistant is Google\u2019s virtual assistant, or Google\u2019s version of Siri, Cortana, or Alexa. Powered by voice or type search, Google Assistant can perform a wide range of tasks, including:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Find information online, from restaurant bookings to weather and news <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Open apps<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Access information from your calendars<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Play music <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Control smart home devices<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The benefit of using Google Assistant, as with other virtual assistants, is that users can execute a wide range of tasks via voice command. By enabling a hands-free experience, the Assistant offers users with a more frictionless way to complete their day-to-day tasks, from reading out a recipe while you\u2019re elbow-deep in chicken to finding the cheapest gas station on your way to work. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Users can enable Google Assistant on an eligible Android, by simply touching and holding the home button. For iOS devices, the Google Assistant app can be downloaded from the <\/span><a href=\"https:\/\/itunes.apple.com\/us\/app\/google-assistant\/id1220976145?mt=8\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">App store<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Engaging visuals<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">What differentiates Google Assistant from the other virtual assistants is its <\/span><a href=\"https:\/\/techcrunch.com\/2018\/10\/03\/the-google-assistant-gets-more-visual\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">recent visual redesign<\/span><\/a><span style=\"font-weight: 400;\">. The discover button offers suggested commands such as \u201cPlay \u2018Billie Jean\u2019\u201d and \u201cTranslate \u2018Good evening\u2019,\u201d alongside colorful icons, offering users with ideas for what to ask the Assistant to do. The homepage displays a curated summary of the user\u2019s day, including the weather, traffic in your most-traveled routes, and any upcoming calendar events &#8211; much like a real personal assistant would. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The makeover also includes new tools for brands to <\/span><span style=\"font-weight: 400;\">extend the functionality of Actions through <\/span><span style=\"font-weight: 400;\">pre-loaded visual content. For example, brands can respond to user inputs with photos and videos, or supplement answers with gifs. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brands can leverage the Assistant\u2019s \u201crich responses\u201d feature by creating visual content that not only answers the user\u2019s question but also engages them in the process. If you\u2019re a makeup company, for example, you can create YouTube tutorials for how to use a specific product. By creating delightful and helpful experiences, brands can build awareness and loyalty that will keep users coming back for more. <\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-4493 aligncenter\" src=\"https:\/\/alphametic.com\/wp-content\/uploads\/2019\/02\/stila-google-assistant-596x1030.png\" alt=\"stila video google assistant\" width=\"499\" height=\"862\" srcset=\"https:\/\/alphametic.com\/wp-content\/uploads\/2019\/02\/stila-google-assistant-596x1030.png 596w, https:\/\/alphametic.com\/wp-content\/uploads\/2019\/02\/stila-google-assistant-174x300.png 174w, https:\/\/alphametic.com\/wp-content\/uploads\/2019\/02\/stila-google-assistant-408x705.png 408w, https:\/\/alphametic.com\/wp-content\/uploads\/2019\/02\/stila-google-assistant-450x778.png 450w, https:\/\/alphametic.com\/wp-content\/uploads\/2019\/02\/stila-google-assistant.png 749w\" sizes=\"(max-width: 499px) 100vw, 499px\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Streamlined transactions<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In addition to its visual updates, Google Assistant also rolled out several features that streamline the user experience when interacting with 3rd-party fulfillment services. One of these features is <\/span><a href=\"https:\/\/developers.google.com\/actions\/identity\/google-sign-in\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Account linking with Google Sign-In<\/span><\/a><span style=\"font-weight: 400;\">, which allows users to sign into or create a new account with a third-party brand directly in the Assistant app while engaging in a brand action. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">An example of a company taking advantage of this integration is Starbucks. Users can interact with the Assistant directly to link to their pre-existing Starbucks Rewards\u2122 account, re-order a previous order, choose from menu items and pick up in store. According to <\/span><a href=\"https:\/\/techcrunch.com\/2018\/10\/03\/the-google-assistant-gets-more-visual\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">TechCrunch<\/span><\/a><span style=\"font-weight: 400;\">, Starbucks doubled it\u2019s conversion rate thanks to the Sign-In for Assistant feature.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-4492 aligncenter\" src=\"https:\/\/alphametic.com\/wp-content\/uploads\/2019\/02\/Google-Assistant-Starbucks.png\" alt=\"google assistant starbucks order\" width=\"800\" height=\"350\" srcset=\"https:\/\/alphametic.com\/wp-content\/uploads\/2019\/02\/Google-Assistant-Starbucks.png 800w, https:\/\/alphametic.com\/wp-content\/uploads\/2019\/02\/Google-Assistant-Starbucks-300x131.png 300w, https:\/\/alphametic.com\/wp-content\/uploads\/2019\/02\/Google-Assistant-Starbucks-768x336.png 768w, https:\/\/alphametic.com\/wp-content\/uploads\/2019\/02\/Google-Assistant-Starbucks-705x308.png 705w, https:\/\/alphametic.com\/wp-content\/uploads\/2019\/02\/Google-Assistant-Starbucks-450x197.png 450w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Users can not only connect their accounts through the Assistant but also subscribe to services directly on the app. A company that takes advantage of subscription integration is Headspace. Users can choose from the meditation app\u2019s selection of subscription services and pay directly on the Assistant app. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google Sign-In enables seamless transactions through the Assistant, making it easier for brands to make money. As a marketer, it makes sense to present this feature to your development team, and see if they can create a <\/span><a href=\"https:\/\/developers.google.com\/actions\/extending-the-assistant\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Google Action<\/span><\/a><span style=\"font-weight: 400;\"> that will enable your brand to streamline the payment process with its users.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What\u2019s in store<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In addition to its existing capabilities, Google rolled out a <\/span><a href=\"https:\/\/searchengineland.com\/google-assistant-updates-airline-check-ins-hotel-bookings-language-translation-and-maps-310197\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">series of updates<\/span><\/a><span style=\"font-weight: 400;\"> at CES in January:<\/span><\/p>\n<p><b>Foreign language translation: <\/b><span style=\"font-weight: 400;\">with interpreter mode, the Assistant translates the user\u2019s phrase in real time and reads it aloud.<\/span><\/p>\n<p><b>Hotel booking and airline check-in: <\/b><span style=\"font-weight: 400;\">users can now check-in to United Airlines flights, and also book a hotel using the Assistant. Hotel bookings work with several hotel chains, including Choice Hotels, AccorHotels, InterContinental Hotels Group, Priceline, Expedia, Mirai, and Travelclick. Google foresees more airlines and hotels being integrated in the future. <\/span><\/p>\n<p><b>Google Maps integration: <\/b><span style=\"font-weight: 400;\">while voice commands and search were available on Maps since last year, the Google Assistant capabilities have expanded to sending texts and playing music. This offers a more hands-free Maps experience, allowing users to focus on the road while the Assistant handles other tasks. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition to Google\u2019s CES updates, there\u2019s an even bigger potential development that looms in the distance. Let\u2019s think about some widely-used technological platforms, such as Amazon, Facebook, and YouTube. What do they have in common? They all started as an ad-free experience, and have since begun offering paid advertising options. It\u2019s only a matter of time before voice-powered virtual assistants start including sponsored ads in search results. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Recently, one user reported to Barry Schwartz that his Google Assistant voice query was met with a <\/span><a href=\"https:\/\/www.seroundtable.com\/google-assistant-search-ads-27109.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">search ad result<\/span><\/a><span style=\"font-weight: 400;\">. Although it seems like it was a glitch, Google ominously stated: \u201cwe\u2019re always testing new ways to improve the experience on phones, but we don&#8217;t have anything specific to announce right now.&#8221; <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If voice assistants begin allowing sponsored ads, it would broaden the paid search playing field for product and service providers, following in the footsteps of other tech platforms. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Will sponsored ads deter users from Google Assistant? Seeing as Amazon, Facebook, and YouTube have 310 million, 2.32 billion, and 1.3 billion users respectively, I think it\u2019s safe to conclude that ads don\u2019t stop users from going on their favorite platforms. With Google Assistant\u2019s overall usability and fun interface, along with its ever-expanding functionalities, means it is poised to become the virtual assistant of choice among Android and iOS users alike. And with <\/span><a href=\"https:\/\/www.campaignlive.co.uk\/article\/just-say-it-future-search-voice-personal-digital-assistants\/1392459\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">50% of searches projected to be voice-initiated by 2020<\/span><\/a><span style=\"font-weight: 400;\">, Google Assistant is something we\u2019ll be keeping our eye on as we continue to develop our marketing strategies.<\/span><\/p>\n<p><em>This article was written in collaboration with Mia Ballan.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>AI products seem to be everywhere these days, and tech giants are investing heavily in creating and improving them. Google is no exception, with their unveiling of Google Assistant back in 2016. Since then, Google has come out with updates for their virtual assistant that have big implications for the digital marketing world. We\u2019ve already [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":5601,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/alphametic.com\/wp-json\/wp\/v2\/posts\/4490"}],"collection":[{"href":"https:\/\/alphametic.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alphametic.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/alphametic.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/alphametic.com\/wp-json\/wp\/v2\/comments?post=4490"}],"version-history":[{"count":5,"href":"https:\/\/alphametic.com\/wp-json\/wp\/v2\/posts\/4490\/revisions"}],"predecessor-version":[{"id":4504,"href":"https:\/\/alphametic.com\/wp-json\/wp\/v2\/posts\/4490\/revisions\/4504"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/alphametic.com\/wp-json\/wp\/v2\/media\/5601"}],"wp:attachment":[{"href":"https:\/\/alphametic.com\/wp-json\/wp\/v2\/media?parent=4490"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alphametic.com\/wp-json\/wp\/v2\/categories?post=4490"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alphametic.com\/wp-json\/wp\/v2\/tags?post=4490"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}