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The Internet of things (IoT) isn’t a new concept, it’s something we as consumers have envisioned for decades. That’s why it’s come as no surprise that we are discussing this topic.
Google themselves are heavily focusing on improving the way people connect with information. Last month the brand acquired Nest for $3.2 billion, in cash. Larry Page, CEO of Google, said: “Nest’s founders, Tony Fadell and Matt Rogers, have built a tremendous team that we are excited to welcome into the Google family. They’re already delivering amazing products you can buy right now - thermostats that save energy and smoke/CO alarms that can help keep your family safe. We are excited to bring great experiences to more homes in more countries and fulfil their dreams!”
Nest’s mission is to reinvent unloved but most notably important devices in the home such as thermostats and smoke alarms allowing Google to enter the smart home industry. Googles investment demonstrates the seriousness of the IoT. The aim is to enhance customer experience and create a seamless journey, as well as customer engagement across all touch points and devices.
We expect to see a move away from keyword-based searches to voice activated searches due to this move towards interconnected devices. Voice recognition technology will advance and allow users to search whatever query they have to whichever device they want. Search engines have already incorporated this change by recognising a user’s intended search as opposed to simply using the keywords to match results.
How will IoT impact on your business? Search professionals will eventually need to adjust for smart products, or the IoT as a whole. The market is currently accepting smart devices as they are becoming increasingly popular. Nevertheless, new devices will be connected to the internet with Google facilitating this move. Once this transition is complete search will change and will no longer only support mobile and desktops, but homes too.
This additional consumer generated information offers substantial marketing and advertising opportunity through more accurate consumer segmentation. You won’t necessarily be changing your strategy this week, but the foreseeable future will have to accept residential search.