This article focuses on a topic that we’ve discussed heavily
in close- how the future of search will impact business. It features human language search, digital
personal assistants, “everything in-platform” and hyperpersonalization.
Consistent
with what we’ve discussed in class, the article expects to see continued growth
in the voice search. It suggests that this format suits search engines well
because we tend to be clearer with our search intent when we express it in the
form of voice rather than other methods. An interesting idea brought about is a
keyboardless computer experience. This article suggests that machine learning
and personalization still have to evolve significantly to achieve that.
The
article also references digital personal assistants like Google Home, Alexa,
etc. This search helps the consumer to bypass all of the additional data one
sees on a search engine screen. It also brings you straight to the answer, vs
providing links to different answers that the searcher then chooses.
Another
interesting trend is hyper-personalization. We discussed in class how search
and display advertisements can be customized based on demographic, consumer
behavior, etc. As machine learner and platform integration continue to develop,
our ability to search will continue to be refined to cater exactly to
ourselves.
It will
be interesting to see which companies thrive in the digital marketing and
search space by leveraging these new technologies, and what other technologies
will emerge in coming years. What an
exciting time to be in digital!
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