Voice assistants are the ultimate trend in the marketing scene. Is it just a temporary thing or is there a future for them? Let’s break it down.
HOW DO VOICE ASSISTANTS WORK?
Digital voice assistants are the natural evolution of the tools we use daily (like apps and browsers) while connected to the internet. To put it simply, a voice assistant is an application that’s able to understand voice commands and carry out different tasks. They are available and computers, smartphones, and other passive listening devices like Amazon Echo (usually triggered by commands or greetings).
VOICE ASSISTANTS MARKET SHARE
The voice assistants market is indeed expanding rapidly, and the future looks promising.
At present, the most popular voice assistants are Amazon’s Alexa (the winner) and Google Assistant, followed by Cortana (Microsoft), and Siri (Apple). Besides, the smart assistants, like Samsung’s Bixby are willing to get a share of the market too, and the telecom companies have launched other alternatives (like Orange’s Djingo and Alibaba’s AliGenie).
Clearly, there are several factors that explain the boom in the use of these apps:
- Oral communication feels natural to humans.
- Voice searches on the increase, 50 percent of searches could be by voice by 2020.
- Faster search and results, as voice search, is four times faster than written search.
- Smart speakers market is expanding, Amazon Echo devices expected sales forecast for 2022 is 60 million units.
- Artificial intelligence integration and improved contextual understanding (the assistants will progressively get better at handling users’ requests).
To learn more, check this comprehensive study by Wavestone.
OTHER ISSUES: PRIVACY
With great power comes great responsibility, and there are a few challenges this technology is facing when it comes to privacy and security.
These are some of the most common problems that need addressing:
HOW TO USE VOICE ASSISTANTS IN MARKETING
How to monetize the use of digital voice assistants? That is the question.
There are many ways to make this trend profitable, from e-commerce to advertising and paid indexing, among others. It seems like the most favourable factors have been the fast increase of purchases via mobile devices, the increasing value of personal data and the ability to process voice requests properly.
Therefore, it’s not surprising the way marketers and brands interact with their customers is changing so, how is this going to influence digital advertising? Apparently, a lot, this is a new field to exploit as there are many advantages in voice search:
- Improved web traffic.
- Precise search and better results.
- Dynamic and customised advertising.
- Better insights and retention.
- Personalised customer experience.
- Chatbot integration.
PRACTICAL USE OF VOICE ASSISTANTS
The integration of voice assistants in marketing campaigns opens a new path to creativity. Let’s look at some clever examples:
The controversial (and somewhat cheeky)
The Open Source
We are on the verge of a new marketing revolution. What will be next? Telepathy marketing maybe?