Google’s new ad campaign, promoting their voice search feature is puzzling. Ok, they’ve spelt popular search terms fo-net-ick-ally, it’s very clever, but it’s not great marketing. Why?
Firstly, like any marketing 101 course teaches, you sell the sizzle not the steak. So you can search by speaking into your phone. Slow-ly. So what?
Speed? When am I likely to run down the street and need to know the current pound to euro ratio so suddenly that merely typing ‘for ex’ into my phone will ruin the moment? Convenience? Ok, we’ve ‘only’ got two hands (which any parent will tell you is a design flaw) but if you’ve got to hold your phone close to your mouth, chances are you’ll also be able to type on it.
I’m being pedantic, voice search is of course useful in many situations, but the ads don’t illustrate that aspect. I don’t want to stand in the middle of the airport saying ‘for-en ex cheynj’ like some drunken cultist. But it would be great to be able to get directions to an unfamiliar location on the fly or use search via a hands free kit.
Google’s ads need to show the benefit of the feature, not the feature itself.