Over the next decade, digital assistants will upend marketing as profoundly as the shift to mobile.
Consumers are eager for innovations that save them time and simplify their lives. As assistants become more adept at personalized content curation, access to the user will depend on relevance. Brands will have to navigate a further shift away from advertising to individually focused marketing. Adoption of digital assistants and voice powered services will take place as quickly as technology is coupled with brand innovations to make them valuable. Much like the development of mobile, companies with early experiments and capabilities will win.
Identifying and surfacing the right data to digital assistants will be the defining marketing skill in this next phase of our digital evolution. Take advantage of this opportunity today.