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"AdAge India" featured Pace University’s Lubin School of Business Professor Randi Priluck in "#Mobilewatch: 1.4 billion People a Year are Talking to Bots. Join them?"

01/14/2019

"AdAge India" featured Pace University’s Lubin School of Business Professor Randi Priluck in "#Mobilewatch: 1.4 billion People a Year are Talking to Bots. Join them?"

About a decade ago, I needed to log into a government website to make a payment. It was about 6 pm and it was the first free moment I had to visit the site. Unfortunately the site was ‘closed’. Now, remember this is a website we are talking about. Back then, the website kept the same hours as the physical offices, including being off for lunch between 12 and 1 pm! Even back then I remember thinking this was such a crazy idea. Why have an online presence when it’s going to work the same hours as your offline presence?

Many companies still treat their websites as their online catalog, a repository of all things that they currently sell. That positioning is slightly different than treating the site as your always-on-round-the-clock store; one that should be open even when the physical store is done for the day. I remember specifically discussing this question at Lenovo – what was the role of the website in their ecosystem? Is it there only because consumers as well as potential consumers expect a business to have a website or could it serve a higher purpose?

Today’s always-on-always-demanding consumers expect every brand to have a 24-hour presence. They are expecting ‘immediate’ answers to their seemingly urgent questions when they are on the move. Which brings me to bots. Chatbots in particular. 

While speaking with Prof. Randi Priluck of Pace University’s Lubin School of Business last fall, she predicted that messaging is one of the technologies to look out for in 2020. That makes sense. The on-the-go customer is more comfortable messaging than calling. 

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"AdAge India" featured Pace University's Lubin School of Business Professor Randi Priluck in "#MobileWatch: Hello Alexa, Talk to Me!"

09/24/2018

"AdAge India" featured Pace University's Lubin School of Business Professor Randi Priluck in "#MobileWatch: Hello Alexa, Talk to Me!"

I had an opportunity to sit down with Prof. Randi Priluck, at Pace University’s Lubin School of Business, New York. Randi Priluck is the Associate Dean of Undergraduate Studies and also serves as Academic Director of the Masters of Science (MS) in Social Media & Mobile Marketing Program. Her book, Social Media & Mobile Marketing Strategy that I reference in the interview, was published by Oxford University in 2017.

Randi shared her views on global mobile trends as well as her predictions for future technologies. She is laying her bets on voice search – and rightly so. Voice search continues to rise as Alexa and Google Home becomes an everyday phenomenon in our lives. We are getting used to talking to our wearables and giving commands into our smartphones whether it is to dial our best friends, set an appointment at a hair cutting salon or even just a reminder to catch our favorite jazz band!

The world over, we are becoming comfortable with relying on vocal commands and personal digital assistants to handle our search queries. Perhaps, in some ways, it is the return of the secretaries – that amazing breed of human beings who could always make the impossible, possible, at offices. Now that secretary or personal assistant is on our devices and she does not leave at 5 pm to catch the subway!

It is predicted that 50% of all searches will be voice-based by 2020 and 30% of them will be without screens. The voice recognition market will be a $601 million industry by 2019 and as of January 2018, there were an estimated one billion voice searches per month.

Voice search will continue to rise exponentially, changing the dynamics of search and digital marketing. I will write more on voice in my next column. In the meanwhile, check out this clip of Sundar Pichai present the amazing capabilities of the new Google Assistant: https://www.youtube.com/watch?v=cSy1ikY32JA

Join me every week, as we navigate these ever-changing waters to make sense of this ‘always-on’ consumer and the technologies that define their everyday. I will be bringing you insights from some of the sharpest global minds in the industry as well as in academia. And do join the conversation.

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