Voice-based search strategy

With voice-activated personal assistants, how can brand ensure they are the top recommendation? Diageo are working on their strategy. 


  • The human behaviour around typed search and spoken search are different. 
  • When you search Google, you get lots of hits. When you ask Google, it'll tell you the top answer. When you search, you get a page of hits. When you ask, there is only one hit
  • From the article; if someone asked for a Moscow mule, for example, not only would Smirnoff need to have copy in place to answer the query, it might also need copy ready if the next question were “What vodka should I buy?” or “What ingredients are in it?”