We’re becoming more “connected” with each passing day — and that increased connectivity exists mainly “in” our phones. First it was our email, then our social networks, our cars — and now our homes — are the next big thing to sync with our smartphones.
Many companies are capitalizing on this trend. You already see lighting, thermostats, door locks, security cameras — you name it, becoming “smart.” What’s smarter than these tools are the companies getting into the home automation system market. It is estimated that by the year 2022 the market will be worth roughly $78.27 billion.
If you happened to be near Google’s headquarters last Tuesday, you would have thought Super Bowl 50 came back to town due to the amount of traffic in the area. There wasn’t a game in sight, just Google I/O 2016.
Google announced ten new products — everything from a new VR platform, to a new messaging app, to Android’s newest OS (still in beta for now), and a smart speaker.
That smart speaker is Google Home.
Google Home is the search juggernaut’s version of a smart home automation system that combines search engine capabilities and artificial intelligence into everything we do.
Some industry analysts assert that the Google speaker is a direct response (and potential threat) to Amazon’s Echo, a device that continues to enjoy great success in the emerging home automation market.
From a marketing perspective, we couldn’t help but notice how Google is promoting their new home automation software. If you search for Google’s new speaker online, their ad and organic search result both go to a landing page. A coming soon landing page to be exact.
If you don’t recall why a brand would use this type of page, let’s do a brief recap. Coming soon landing pages help you:
This isn’t the first time we’ve seen Google use a landing page to generate conversions, since they already published a click-through landing page for their cloud platform. So it just goes to show Google believes in the power of landing pages.
Below is the landing page created for Google Home. It rotates between three separate backgrounds to give people an idea what it can look like with the decor in homes:
Google isn’t naive. They may own the majority of search market share, but they’re pretty good marketers, too. They recognize that landing pages have seen exponential demand over the past decade:
Also, Google understands that landing pages should:
We’ll probably never be privy to learn how many conversions their landing page generates, but we’re willing to bet it’s more than if they didn’t use a landing page.
Unlike Echo, Google Home is designed to be used with multiple devices in multiple rooms, so you can ask a single query and not have to worry about three different devices answering back. And even though the Amazon Echo may be the market leader because it’s been around for a year and half and integrates with numerous other services already, Google Home will likely fit in better with your home decor. Plus it offers native notifications.
The real differentiator, however, is that Google search is built in.
For a quick summation of Google Home and how intuitive it can be with a myriad of daily tasks, watch this video:
One thing is for sure: the Google Home landing pages made a big splash. The pages effectively got the media's attention, along with Google’s target audience, and, perhaps most impressive of all, their competitors.
Google Home will not be available until the Fall, but that didn’t stop Google from creating a landing page to create demand and grow its email list.
We’ve talked about how Uber, Shopify, and Airbnb use landing pages to generate signups. But if one of the most recognizable brands in the world trusts a landing page to create demand and collect email addresses, shouldn’t you as well?
You can start building your landing page, today, by starting here.