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With key players like Amazon, Google, and Microsoft now having passed the 95 percent accuracy threshold, voice search has entered the mainstream. And yet, 62 percent of marketers have no immediate plans to optimize for voice search: At first glance, this seems an oversight, but we must also understand how and why people use voice search before deciding how to prepare to take advantage. Google summarizes the benefits of voice search as follows: It enables them to do things faster than other devices. It empowers them to instantly get answers and information. Google also makes clear the contexts in which consumers are prepared to engage with a voice-enabled smart device: These points start to direct search marketing efforts in the immediate short term. However, while Google Home and Amazon Echo devices are a common sight in modern homes already, we should view this as a stepping stone for the tech giants rather than a destination. Voice search will become much more conversational in its format and also more ubiquitous in its presence, as it will be embedded in billions of devices. Brands must be creative if we are to move past the stilted dialogues that characterize voice search today. How Large Enterprise Businesses Can Prepare for Voice Search Think beyond the current landscape: Voice can be an enduring way to engage with brands, but it must become more conversational . Audio clips in search results and branded messages via home devices will become commonplace soon. The early mover advantage will be significant.
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It's a strange question, because it's essentially asking me if I wish he were a different person. Obviously, I wish that he did not have to suffer, which he does as a result of his epilepsy and anxiety. But I love my brother for who he is, and looking after him has been the defining experience of my life. Caring has made me strong as well as sensitive. It has made me a kinder person and given me the motivation to fight for social justice. But most of all I feel lucky to have felt such profound, unconditional love for my little brother. That has been a gift. Rhiannon Lucy Cosslett is the author of The Tyranny of Lost Things. Follow her on Twitter @rhiannonlucyc.https://www.bbc.co.uk/news/stories-44876858