Typing into Google is so 2016

  • Voices
  • April 24, 2017
  • Ben Rose
Typing into Google is so 2016

It has become fashionable in recent times to announce the demise of many longstanding consumer commodities, such as cameras, petrol cars, television and landline telephones.

But this talk of extinction hides the far more exciting fact – what's happening is we are lucky enough to live during times of massive change as new technologies create new opportunities that simply weren't there before. Sometimes these entirely displace older technologies, and other times they live comfortably alongside them. But the growth and change are unprecedented.

Some of the most interesting changes occur when new technologies morph, adapt and combine with one another to revolutionise the human experience. An example is voice as an internet interface.

I recently bought a Google Home device – a USD$130 two-way speaker that sits in my kitchen and connects me to the internet. I bought it as a novelty, expecting it to last a few weeks and then end up in a cupboard alongside the juicer and the bread maker. However, it has turned out to be an incredible experience, unlocking the internet for my whole family.

We talk to her all the time. Calling this device 'her' doesn't feel odd as she has been designed to have a sense of humour and has deliberate built-in quirks and turns of phrases to make her endearing. By speaking to her, every member of my family (including my young daughters) can access any information that can be found online. Just before going out, we'll ask her if it's going to rain, or how long it'll take us to get to where we're going. We can play music. We can ask her to translate speech into a massive number of languages. We can order a taxi. We can settle arguments. We can set timers. We can search for information. We can get recipes for dinner. Whatever you can do online, we can do through voice using the artificial intelligence of Google Home.

This may not sound like much but my five-year-old daughters had previously never been online. They don't  yet know how to type or how to navigate a browser. Now they don't have to. Voice as an interface is opening up the internet not just to children but to the elderly, to the partially sighted, to anybody who doesn't know how to or can't type.

We use Google Home for our shopping lists (whenever we run out of something we ask it to add the item to the list), and then when we're at the supermarket it is ready as a list on our phone. When Amazon launches in Australia later this year, even this will get simpler via Amazon's Alexa with the list just going straight to the Amazon store to purchase.

But why should you care about how the Rose family checks the traffic and does its shopping? Because voice as an interface represents a genuine disruption to the way consumers will be – actually already are – engaging with brands for recommendations or purchases. It mashes together word-of-mouth marketing and more traditional commerce.

Think about the difference from an on-screen Google search today, with three to four paid ads and five to six organic results appearing in response to your search. With voice and no screen, Google Home and Amazon's Alexa make a single recommendation.

And that recommendation carries real weight. In the case of Google currently and increasingly Amazon, it comes from a brand with which you engage almost hourly. I trust Google enough to host my emails, my private documents, my credit card details, my home address, place of work, friends and family's contact details. The level of faith consumers place in Google is evidenced by the fact that one of their major bets, autonomous vehicles, relies on passengers relinquishing pretty much any control and putting their lives in the hands of Google. If I want to know a decent Indian restaurant nearby, then why wouldn't I trust their recommendation?

This is clearly a fantastic opportunity if you can optimise your online presence to be the only recommendation that's made, and a massive threat if you don't.

So where do you start? My recommendation is to buy yourself a Google Home device online, then give it a go and see how it works. Next stop should be your media agency. Are they talking to you about this right now? If not, I suggest you prompt them. Or just ask Google.

  • Ben Rose is the general manager of direct and partnerships at NIB New Zealand.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Tonkin + Taylor’s Briana Miller talks carving out her niche in the industry

  • Marketing
  • October 19, 2018
  • StopPress Team
Tonkin + Taylor’s Briana Miller talks carving out her niche in the industry

Tonkin + Taylor customer experience advisor Briana Miller continuously upskills to put as much as she can into her work. After starting in an administrative role, she’s worked her way up and has already proved herself be a real asset to the industry and was one of this year’s TVNZ-NZ Marketing ‘Rookie Marketer of the Year’ finalists. We chat with her about the journey so far.

Read more
Values, impact and purpose: why marketers should be paying attention to culture
Sponsored content

Values, impact and purpose: why marketers should be paying attention to culture

The ideas, systems and social behaviours of people come from the context of culture. As large cultural shifts take place globally, it’s more important than ever for brands and marketers to stay on top of the constantly evolving changes as they land on our shores. StopPress spoke with marketers from ANZ New Zealand and Westpac New Zealand, as well as Colleen Ryan, partner at TRA, about the importance of culture in marketing, how to use culture to make impactful messaging, and the results that come from companies looking outwards.

Kathmandu travels the world in latest in-house campaign

  • Advertising
  • October 18, 2018
  • StopPress Team
Kathmandu travels the world in latest in-house campaign

Kathmandu has set its sights on the world, with its first-ever global brand campaign, ‘Kathmandu World Ready’, developed by its in-house creative team.

Read more

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

topics
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...
TVNZ-NZ Marketing Awards 2018 long-term marketing excellence winner: Trustpower
news

TVNZ-NZ Marketing Awards 2018 long-term marketing excellence winner: Trustpower

Innovating and staying ahead of the curve in the electricity market isn’t easy. Trustpower knew it needed to act quickly if it wanted to slow its customer churn rate – and that’s when it found its 'light bulb' idea. We take a look at this year's TVNZ-NZ Marketing Awards long-term excellence award winner.

Stationery ranger comes to the rescue for Warehouse Stationery

  • Advertising
  • October 18, 2018
  • StopPress Team
Stationery ranger comes to the rescue for Warehouse Stationery

Warehouse Stationery has launched its latest spot featuring a stationery ranger and a horse made out of Blu Tack.

Read more
voices
Bauer Media launches online beauty community: beautyheaven.co.nz
Sponsored content

Bauer Media launches online beauty community: beautyheaven.co.nz

The publisher’s new digital platform is the ultimate destination for all things beauty.

VTNZ leaves a mark as September's Ad Impact Award winner

  • Ad Impact
  • October 17, 2018
  • StopPress Team
VTNZ leaves a mark as September's Ad Impact Award winner

With summer on the way, September showed us a whole hoard of new campaigns being launched. While there was plenty to choose from, it was VTNZ with its 'Road Commander gets a WoF' TVC by FCB that picked up the Colmar Brunton Ad Impact Award.

Read more

Māori media set for 'sector shift'

  • Media
  • October 17, 2018
  • Radio New Zealand
Māori media set for 'sector shift'

The Māori media sector is set to be reviewed for the first time since 1998. A policy initiative has been announced, titled "Māori Media Sector Shift", that will include Māori Television, the Māori radio network and Te Mangai Paho.

Read more
TVNZ-NZ Marketing Awards 2018 Supreme Award winner: AA
news

TVNZ-NZ Marketing Awards 2018 Supreme Award winner: AA

Most New Zealanders will have heard of AA. It’s a trusted, reliable brand and it’s been around a long time. But, with technological advancements threatening its business model, it knew it needed to diversify or die. We take a look at this year's TVNZ-NZ Marketing Awards Supreme Award winner.

From junk to jewellery: Design Junkies search for second crop of designers

  • Television
  • October 16, 2018
  • Idealog
From junk to jewellery: Design Junkies search for second crop of designers

Design and craft-based television show - Design Junkies - has been allocated its second lot of funding from TVNZ. The spend comes following a successful first series, produced by Warner Bros. NZ, which sees a diverse bunch of designers upcycle junk into coffee tables, photo shoot props, and various other installations. In light of the release, the show is currently on the hunt for the crop of next designers, makers and artists to feature on the next edition.

Read more

Whittaker's' Hannah Gray on working her way up in marketing

  • Marketing
  • October 16, 2018
  • StopPress Team
Whittaker's' Hannah Gray on working her way up in marketing

Whittaker's brand manager Hannah Gray knows the value of working her way up in the workplace. She started at the company in 2014 as the receptionist and four years on was one of this year's TVNZ-NZ Marketing 'Rookie Marketer of the Year' finalists. We chat with her about finding her feet in the industry.

Read more

Ads of the week: 16 October

  • TVC of the week
  • October 16, 2018
  • StopPress Team
Ads of the week: 16 October

A round of applause for Got A Trade, The Warehouse and Air New Zealand.

Read more

ReachMedia secures The Warehouse Group's 'smart mailer' business

  • Advertising
  • October 16, 2018
  • StopPress Team
ReachMedia secures The Warehouse Group's 'smart mailer' business

The Warehouse Group has appointed data-driven letterbox marketing company ReachMedia to distribute mailers for the group's family of brands.

Read more

Got A Trade releases ad disguised as a music video

  • Advertising
  • October 16, 2018
  • StopPress Team
Got A Trade releases ad disguised as a music video

Got A Trade and Ogilvy NZ have created an interactive ad which looks like a music video with the aim of attracting young Kiwis into trades and services.

Read more
Are loyalty programmes really worth it?
Sponsored content

Are loyalty programmes really worth it?

As every retailer offering a loyalty programme knows, there’s no such thing as a free lunch. Truth Customer Academy shares how to consider the value exchange you’re really offering with your loyalty programme, and get the most out of your investment.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit