“How can I help you” – Digital Transformation

The technological shift to the fourth industrial revolution beckons for us as a nation to do a quick market audit with regards to the readiness of this market to take up these nifty gadgets and inventions. One, we are aware that we are a development market and in the same breathe we have a mass market which include the middle to low class.

Introducing voice search in this this market with eleven official languages is an arduous task, just the thought of the concept. In this way personalisation and customisation cannot be concepts that obliterate a language that customers speak, it has to be looked at holistically.  Obviously, budget is a word that scares any agency or client but if a thorough job is to be exercised the aforementioned factors have to be in mind.

This speaks to search engine optimisation tables turning in the sense that buying specific word is not enough, digital marketer have to craft new strategies to suit or rather anticipate what their target audience may use in their voice queries to maximise on the queries. Long-tailed words will be the order of the day as target market will be specific in their requests. Take for instance a consumer that may ask for the price, location and time of an envisaged product. This speaks to a targeted market approach that gets the customer close to buying the product.

Natural language SEO must be mirrored from a question and answer perspective in both indigenous languages and English in our mass market if a brand wants to optimal reach. Alexa and Siri are waiting for your request.

About the author

Khanya Mali is a marketing and brand communications enthusiast with a penchant for building brands on both client and advertising agencies and a “creative” in his own right. “Insights are the bark to every wondering creative work”