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.

Getting in on the action: Eli Smit on his Ground Breaking Podcast

  • Media
  • January 17, 2019
  • Elly Strang
Getting in on the action: Eli Smit on his Ground Breaking Podcast

It’s not often you stumble across a nine-year-old hosting a business podcast, but then again, most nine-year-olds aren’t like self-proclaimed budding entrepreneur Eliah (Eli) Smit.

Read more

Ikon appointed communication agency for Zuru and Rascal + Friendss

  • Advertising
  • January 17, 2019
  • StopPress Team
Ikon appointed communication agency for Zuru and Rascal + Friendss

Ikon has kicked off the year with two new clients, Zuru and Rascal + Friends.

Read more

John Gutteridge joins Wunderman Thompson Australia/NZ as CEO

  • Advertising
  • January 17, 2019
  • StopPress Team
John Gutteridge joins Wunderman Thompson Australia/NZ as CEO

WPP AUNZ has announced John Gutteridge is returning to Australia to take on the newly created role of chief executive officer for Wunderman Thompson Australia/NZ.

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 best FMCG: New Zealand King Salmon
news

TVNZ-NZ Marketing Awards 2018 best FMCG: New Zealand King Salmon

As a Marlborough product going up against international competition, New Zealand King Salmon marked its territory. We take a look at 2018's best FMCG.

Year in Review: Kyle Morris, Stuff

  • Year in Review
  • January 17, 2019
  • Kyle Morris
Year in Review: Kyle Morris, Stuff

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Kyle Morris, head of creative and design at Stuff, has to say.

Read more
voices

Save the date: Stoppies is returning for another year

  • The Stoppies
  • January 16, 2019
  • StopPress Team
Save the date: Stoppies is returning for another year

On 14 February 2019, the StopPress team will be showering the industry in love as we take a look back at the best of 2018 at The Stoppies brought to you by oOh!.

Read more

The Best a Brand Can Get? Michael Goldthorpe discusses that Gillette campaign

  • Voices
  • January 16, 2019
  • Michael Goldthorpe
The Best a Brand Can Get? Michael Goldthorpe discusses that Gillette campaign

When Gillette launched its latest campaign turning its traditional tagline 'The Best a Man Can Get' on its head, hoards of internet warriors rushed to condemn it as "PC gone mad". Hunch managing partner Michael Goldthorpe weighs in on the topic by looking at what marketers have to keep in mind when embracing topics like #MeToo.

Read more

StopPress noticeboard: Go Media expands into Gisborne

  • Noticeboard
  • January 15, 2019
  • StopPress Team
StopPress noticeboard: Go Media expands into Gisborne

Deals, expansions and acquisitions across the Industry.

Read more

Ads of the Week: 15 January

  • TVC of the Week
  • January 15, 2019
  • StopPress Team
Ads of the Week: 15 January

A round of applause for McDonald's, TAB, Lotto NZ, Air New Zealand and Warehouse Stationery.

Read more
TVNZ-NZ Marketing Awards 2018 best not-for-profit: the Movember Foundation speaks up
news

TVNZ-NZ Marketing Awards 2018 best not-for-profit: the Movember Foundation speaks up

The Movember Foundation gave New Zealand’s youth the power to grow a mo in the hopes of reducing youth suicide. We take a look at 2018's best not-for profit.

Derek Lindsay exits OMANZ

  • Advertising
  • January 15, 2019
  • StopPress Team
Derek Lindsay exits OMANZ

The Outdoor Media Association of New Zealand (OMANZ) general manager Derek Lindsay is departing the organisation in order to focus on his own personal business.

Read more

The changing face of New Zealand and why it matters

  • Nielsen Demographics
  • January 14, 2019
  • Chris Coomer
The changing face of New Zealand and why it matters

While the 2018 census data isn’t due for release until 2019, marketers should be prepared to answer two key questions – 'are we adjusting to the changing needs of our target market?' and 'how do we acquire new customers that are gaining relevance in NZ?' With the help of Nielsen’s Consumer Media Insights (CMI) and NZ Stats population projections, marketers and brand owners can prepare for what the ‘new’ New Zealand will look like by developing products and services that cater to the needs of the changing consumer.

Read more

TAB's 'In Play' campaign launched for Australian Open via VMLY&R and MBM

  • Advertising
  • January 14, 2019
  • StopPress Team
TAB's 'In Play' campaign launched for Australian Open via VMLY&R and MBM

Released by VMLY&R and MBM ahead of the Australian Open, the TAB's latest campaign launches a new and improved betting experience.

Read more

Publicis Groupe appoints Michael Rebelo as CEO for ANZ

  • Advertising
  • January 14, 2019
  • StopPress Team
Publicis Groupe appoints Michael Rebelo as CEO for ANZ

Publicis Groupe has announced the appointment of Michael Rebelo as chief executive officer for Australia and New Zealand.

Read more

Movings/Shakings: 14 January

  • Movings/Shakings, brought to you by Marsden Inch
  • January 14, 2019
Movings/Shakings: 14 January

Industry happenings atIndustry happenings at NZME, Cigna New Zealand, Perceptive, 90 Seconds and Stan PR.

Read more
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!

©2009–2019 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