YouTube Alexa's "skills" (the equivalent of apps) are not very good. One reason why is the disconnect between usage and provisioning - you talk to the Echo, but install skills by going to the Alexa app on your phone. We could also argue that it's just too early in the maturity of the platform for the services to be very good. But there are also syntactic challenges - if a song is on Spotify and not on Amazon Music, remembering to tell Alexa to play it from within your preferred music service is not just a pain in the ass, it's a barrier to utility. More than on any other platform, being able to seamlessly change defaults for particular functions is going to be critical. Building skills for Alexa is more like building a chat bot than it is like building an iPhone app. The greatest challenges in building Alexa skills will be about understanding phrasing and context, and in responding with appropriate voice and tone. Given that app/skill discovery has to evolve to happen intuitively and automatically right within the voice-controlled experience, discovery of new skills is going to require developers to do a lot more work than just listing their app in a store. Echo seems under-appreciated in Silicon Valley but genuinely popular in other tech communities. While everyone in the classic tech world of San Francisco and the Valley is focused on AR and VR and AI, in New York and DC and Seattle, I'm hearing a lot more enthusiasm about Alexa, particularly since it's in the hands of millions of regular people already.
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They want more information, and if search isn't taken into account, the company isn't putting together the most holistic strategy possible." Several reasons were cited by those surveyed as to why search marketing typically receives low levels of attention. Measuring return on investment (ROI) is the top challenge that companies say they face with SEO, cited by 18%. This is likely because SEO can take months to show results, making it difficult to prioritize. Highlighting the right metrics is also important for marketers to consider, say industry insiders. For example, 28% of search marketers say traffic volume is the most important metric they use for SEO, which is counter to what industry experts recommend. "Incoming traffic from search marketing is simple to measure, but does not give a clear indication of success," said Alcamo. "More important is the amount of value that traffic is driving the leads and conversions it brings." Experts say search marketing should be integrated with all other marketing channels for best results, not relegated to another department as a separate channel. "Modern SEO is really about the customer experience and about working with all other marketing channels," said Dan Golden, President and Chief Search Artist at Be Found Online , a digital agency. "SEO content and customer content are not separate silos, but rather content needs to be created for both humans and search engines." Clutch and R2i's Enterprise Marketing Survey 2016 consisted of 500 respondents who work in a marketing role at companies with at least 500 employees. About half are from companies with 1000+ employees. 88% of respondents are manager level or higher. Responses were collected between March and April 2016.
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