Marketer’s Next Big Challenge: Voice Technology
Voice is impacting the marketing world in a big way. Currently, brands are trying to be more relevant to consumers within their homes. A main area that companies should be focusing on are the micro - moments. These are the small windows of time where consumers are multi-tasking and trying to get things done. Marketers need to find when the most useful time is for them to engage within the micro moments.
Amazon is capitalizing on commodity-based purchases made through Alexa, and eroding brand loyalty. When you say, “Alexa, get me batteries”, Amazon will offer you their own products first. This means that brand loyalty is more important than ever before. Specifically, marketers should embrace keywords that are more common for consumers to say in their day-to-day life. Brands must look for innovative ways of staying relevant and explore new opportunities to use voice.
“If a brand doesn’t have a presence on voice platforms, then they are literally silent when a consumer asks to engage with them,” says Bret Kinsella, Editor and Publisher of Voicebot.ai, a publication about the voice and AI revolution.
Brands have an opportunity with voice technology to become more personalized with their customer experience. Not only can they gain better insight on the characteristics of their target market, but they also can create tailored content to their customer’s specific buying behaviour. A few companies that have already integrated voice within their marketing strategies are: Purina, Tide, Johnnie Walker, and Zrytec. These brands created Alexa skills that are enhancing user’s experiences with their product. For example: Tide created an Alexa skill that walks people through step-by-step, how to remove over 200 different types of stains. In addition, Zrytec created an Alexa skill that evaluates the weather for people with certain allergies and lets them know how the allergens are going to make them feel that day.
“Brands must incorporate voice into their digital strategies in 2018 in order to maximize and grow the engagement with their audiences. The easiest way to accomplish this is through empathy. When brands listen and learn, they design with the user in mind, allowing the technology to achieve great experiences that all brands will need to be successful in the coming smart speaker revolution”. - Amy Buckner, Chowdhry, Answerlab.
Overall, brands need to put themselves into the consumer’s shoes and discover the true way their product can be implemented inside their homes. Voice tech is a way for brands to not only tell new and intriguing stories, but it is also a way for them to revamp their marketing strategies. They have an opportunity to actually show consumers how their product will impact their lives for the better through voice.
By: Katie Fitzgerald