Novel technologies will continue to drive consumer behavior and companies need to prepare for the change. As George Bernard Shaw said, “Progress is impossible without change”.
Search, advertising, content, and commerce are greatly being impacted as consumers transform the way they interact with brands as the result of voice technology. According to a voicebot.ai survey, 88.5% of marketers believe voice assistants will be somewhat important as a marketing channel.
Consumers are talking, and it’s a good idea to listen!
Voice surfaced as a rich medium to interact with the brand and for brands, it’s an exciting opportunity to engage with customers. Capgemini predicts that soon 70 percent of consumers will not only prefer communicating with companies through voice technology, but they will also expect and demand it, a trend for which marketers will need to quickly adapt to capitalize on. This is overwhelming for brand managers but they should be cautious enough not to cross the thin line between evasiveness and pervasiveness while utilizing the platform.
Sonic Branding - Make Your Brand Sing !
A perfect storm seems to be roaring in brand marketing as audio-based user experiences are stepping into the spotlight. Many marketers started thinking about – “What my brand sounds like?” Music has the power to create strong emotional connections that can positively differentiate a brand by creating customer affection, improving recall, and building trust. Building the brand’s audio personality is critical as the audio can make your brand more powerful or can ruin the reputation. Sonic branding is the strategic use of audio and music to enhance brand recognition and enrich customer experience. If perfectly executed, sonic branding is an incredible way to build a brand with audio and music that gels with brand attributes. Sonic branding is more than a jingle; it should be the sonic essence of a brand that evokes its core values, emotions, and persona. Let your brand be heard at every single touchpoint!
Why Voice Search Matters to Businesses
Voice search is not a fad! The advancement of smart homes and screenless devices, smartphones, and convenience are factors why voice search is growing quickly. Google voice search queries have gone up exponentially over the past few years. For businesses that have local service like restaurants, hotels, clothing shops, salons, coffee shops, etc. voice search is driving more traffic due to the superior User Experience in the form of relevant and sharp results as contrasted with a cluster of multiple links, the user must sift through in conventional search. In local search, Google will pull out those content that is best suited for the intent, based on these three factors like relevance, prominence, and distance.
The Convenience of speaking 150 words in a minute on Voice search contrasted to typing 40 words in text search, is propelling user behavior to change from text search to voice search. Contrary to normal search where the searcher will be running down for a set of results to physically pick one, voice search will provide an opportunity to create interesting micro-moments for you to present your brand contextually.
To kick start your voice search strategy, start optimizing the website and content for voice search that will improve the discoverability of your business. As voice search is evolving, a first-mover advantage will not only reward your brand with more traffic than your competitor but it also sets up a position leadership for your business.
Adoption of Voice Technology In Brand’s Marketing Plan
Get started with the following 4 steps
A. Understand Your Buyer Persona and Customer journey
A company should understand where the biggest roadblocks a customer is facing to achieve a goal. They should also know which stage of the buyer’s journey the customer is in – whether they are in the Awareness stage with a lot of options, or the Consideration phase as they spend a great deal of time-consuming content and researching options, or in the Conversion phase where they have figured out the best option. Proper understanding of Buyers Persona and buyer’s journey are imperative for choosing how to use voice technology in the marketing plan
B. Develop a Minimum Viable Product (MVP) plan
Develop a test plan which allows you to collect the maximum amount of validated learning about the channel with the least effort. Set the right KPIs and measure your efforts by evaluating actions in the Awareness, Consideration, or Conversion stage. Compare the lift of having voice communications in marketing over other channels. Understand the incrementality of the voice channel.
C. Develop Voice-First Content
Develop compelling content tailored specifically for the voice channel. Voice content should be contextual.
D. Test and Learn
Be open-minded about test findings that drive meaningful insights and then optimize based on the results. Build a plan for moving forward.
Voice represents a whole new channel for reaching consumers. It helps to build and nurture relationships with consumers through an interactive experience. Give a stellar customer experience with your voice skill every time they interact with your brand!
VOGO Voice designs and builds engaging voice skills for industries including education, civic, transportation, business, and nonprofits using our robust voice user interface platform that allows data integration and in-depth customization. VOGO Voice build you the best of class voice app that is compatible with both Amazon Alexa and Google Assistant. Get in touch with our professional team today to hand your citizens, customers, and workforce a high-definition voice-activated solution to keep pace with their demand.