For marketers, Siri—Apple’s voice-based digital assistant—is much more than a plaything for gadget geeks. It’s a game-changer that will reshape search and transform the way consumers forge digital connections with companies.
Although Siri can perform a range of functions—including text messaging, reminders, calendaring and more—the capability that’s getting the most attention is search. Rather than entering search criteria into a text-based box, consumers can now access search through voice-based interactions.
In many ways, Siri represents the opening salvo in the transition to voice-centered search interaction—an acknowledgment of the important role voice communication plays in our everyday lives and now, in the technologies we rely on to make our way in the world.
Will this transition happen overnight? No. But the arrival of Siri on the consumer scene underscores the need for brands and marketers to seriously address the role of voice interactions in search optimization. Brands that ignore the importance of voice interactions in search will do so at their own peril, potentially jeopardizing their ability to connect with large segments of consumers as voice-based technologies evolve.
Technology has created a mindset of instant gratification among consumers. Siri takes this mindset a step further by delivering results and connections in a seamless search environment.