Google assistant isn’t a product per se, it’s more of an evolution. How would we describe assistant in terms of main stream terminology; the closest thing we have to offer is a new form of interface and operating system in one.

It’s not a new concept; Amazon, Facebook, Bing and Apple are all vying for position and each is arguably further down the road of integration and (before yesterday) development of the systems.

The race is to achieve what Bill Gates and Microsoft did for the PC.

It’s not new tech either; projects such as A.L.I.C.E having been around for more than a decade (but Google assistant is not a bot – Google were very careful not to brand Google assistant with the bot tag (hence our summation that it is an evolved operating/interface).

The reward is quite literally access to a potential customer’s entire world.

But what do ‘assistants’ mean to digital marketing and the wider world?

  • Advertisers need to target the customer’s needs not a keyword.

As Google assistant, machine learning, artificial intelligence and a deeper and better understanding of users questions and hence users requirements come into play advertisers and agencies will need to target the customers need over the keyword.

  • Messaging and content needs to become much more focused.

Responding to a keyword trigger meant landing page experiences, calls to actions and major sales messages had to be generic as absolute customer needs could not be defined. As machine understanding improves, user expectations of product and service providers increase and that means potential customers expect the offer and message from the provider to address their own specific need, generic is on its way out.

  • Personalization becomes a significant form of protectionism.

More frequent use of voice, improved machine based understanding, AI and a pinch of big data means companies utilising the aforementioned best will be rewarded with the greatest customer understanding and that allows the companies to provide the most cutsomised, bespoke, refined and targeted experience each and every time the customer visits regardless of device or location and that’s bigger revenues and higher profits.

  • A greater burden to seamlessly integrate

Google assistant might not be a “bot” but web technology will possibly need a “bot” integration to be able to take the machine conversation from the referrer to understand the customers need and seamlessly pick up the conversation to provide the solution and that means a significant up curve in bot development and bot integration.

  • Machines passing us to machines

Search is no longer an input and a result that required the customer to then chose and complete the task. The present is two way conversations the future is machines able to fulfil the task as well and that’s the most exciting proposition Adrac have seen in a decade.