Alexa, What Is Your Impact on Brand Marketing?
Yeah, that’s not yet in her powers. Yet. But, rest assured, voice technology is squarely in the crosshairs of every brand marketer and agency as they work to leverage, partner with, apply, and harness the power of voice.
Most of us are versed in voice technology—whether Google Now or Alexa, Siri or Cortana. But what should marketers know about the possibilities that exist within voice technology for brands? Let’s start with the basics:
Voice Search: It’s estimated that by 2020, 50% of all searches will be done via voice, whether on mobile devices, Alexa or TV remote
Speak ‘n’ Search: The way people speak to voice tech devices is different than keyword-based queries (e.g. Google)
Incentives: 52% of smart speaker owners would like to receive info about deals, sales, and brand promotions
Purchase Driver: 62% of those who regularly use a voice-activated speaker say they’re likely to buy something through their device within the next month
Given these significant numbers, brands need to heed the call of voice technology by considering the following steps to make sure they don’t miss out:
Optimize brand websites & online product pages for conversational/verbal queries. Think beyond keywords to questions and need states like “What is a good recipe for pecan pie?”
Identify ‘micro-moments’ in which voice interaction might make an experience faster, simpler or more efficient.
Think local. Voice tech is especially relevant for local campaigns, considering 58% of consumers report using voice search to find local business information. Using ‘near me’ in activation plans could help to increase awareness and amplify an existing campaign.
Develop a brand voice, literally. Consider how brands can convey their personality without pretending to be human in a super-creepy way.
Consider voice-only deals or promotions to keep brands top-of-mind when using the technology.
The progression of voice technology can be daunting for brands, but it also presents a new way to engage with shoppers and extend their brand presence. While the adoption curve is still on its way up, it’s vital for brands to start planning and testing now. As seen over the past decade, change is happening faster than ever so while ROI may not be on the immediate radar, planning ahead now will ensure brands aren’t left in the dust later.