Google’s biggest event of the year is this week and they announced changes from everything to Google+ and Hangouts to Google Glass and search.
Another big announcement is that Google will make its Google Now service available on desktop. Google Now is the voice-recognition technology you can use to search Google on your smartphone.
You can use this tool to set reminders, schedule calendar events, and even post to Google+. You don’t even need to type anything.
Google is obviously all in on voice recognition.
But perhaps the biggest announcement Google made is something they hailed as ‘the end of search as we know it.’
Google says they are also focused on providing data that you need BEFORE you say you need it. For example, Google knows you’re at work, so before you have a chance to Google traffic conditions for your route home, Google will provide those traffic conditions to you. They know you’ll need it.
Google will anticipate the quesions you’re going to ask BEFORE you ask them, and then give you answers.
Think about that.
How do they know what you’re going to ask?
They mine data.
They use older searches you’ve conducted, information from Google+, and other sources, to pull together a full profile of your future questions.
We’re talking about predictive search technology. That’s absolutely incredible.
What Does This Mean for Marketers?
First, it means that Google will eventually figure out a way to monetize these new tools. As they focus more on voice-based search and predictive search results, businesses will, at some point, have the opportunity to advertise specifically using these tools. Obviously the results from voice search and predictive search still display on Google as they always have, but one has to assume that Google will figure out additional ways to monetize predictive search.
Second, it shows that Google is all-in on voice recognition and big data. We’ve obviously known this for a long time. But yesterday’s announcements confirms it.
That’s why we’re excited about Conversation Analytics from LogMyCalls. It analyzes data the 420 billion words customers say to businesses on the phone every day. There is incredibly valuable information in these phone calls. There is big data that can be gathered via voice recognition technology.
Google’s announcements in these two areas merely confirms how critical this information is.
Third, Google is sending a clear message to marketers that big data is better. Google obviously believes this. Companies that have more data are going to succeed more than companies that have less data.
A Word About Google
Can Google do anything wrong?
They’re a juggernaut–both from a financial perspective and a technology perspective. They’ve created computers that are also glasses. They’re building driverless cars. They’re predicting the questions we will ask that we haven’t asked yet. They’re legitimately altering our lives.
Of course Google has had projects that fail. But they don’t let these failures deter them. They keep grinding, investing, and innovating.
That should be a lesson to every business.
When they fail (remember Google Health?), they fail quickly. They recognize the failure and they move on.
