The voice assistant in your marketing strategy. Can we speak?

“Soon, voice aids will be more important than smartphones.” So says Adam Cheyer, co-founder of Siri, according to this El País article. Nobody can deny that the market for Smart Speakers or other gadgets with voice capabilities is growing at an exponential rate. In this eMarketer report it is determined that 27.6% of the population of the United States will use a voice assistant, through any deviceat least once a month during 2018.

In other words, the Smart Speakers will probably lead their advance but the truth is that this technology will tend to be integrated into other devices. If it is part of the daily life of people, brands will be interested in it. Today we share some interesting reflections and figures about digital assistants. Read them!

Voice Assistant

What is a Voice Assistant? And a Smart Speaker?

First of all, do you know what is meant by voice assistant? It is a technology based on Artificial Intelligence that can process natural language to maintain a voice conversation with a person and, at the same time, is able to solve problems and respond to requests. And a Smart Speaker? It is simply a wireless speaker that integrates this digital assistant to allow you to communicate with it.

The voice assistant learns from its interactions with you and thus improves your service. To date, Amazon Echo, with its digital assistant Alexa, is the most popular Smart Speaker in the United States, followed by Google Home, according to eMarketer . However, its presence in the UK market is not so strong. Here you must have heard more about Siri, on Apple devices, or Cortana, for Microsoft.

Voice assistants provide you with specific information, from weather queries to searches of fenced restaurants. According to this Google article , 72% of Voice Speakers owners say that these devices are usually part of their daily routine and, if asked what they expect to receive brands, 52% would accept offers and promotions. And this explains why you are starting to talk about ” Voice Commerce”. Are you ready for this new era?

Voice Search: How will it affect your Marketing strategy?

The adoption of voice assistants can modify the communication with the client, forcing companies to adapt their websites to facilitate navigation. It could be important, for example, to apply data structuring schemes that provide the assistant with additional information, as well as create concise content that provides answers to common questions about the business. Opening times? Gluten-free foods on the menu? Can you book? Make it easy to find it.

And we should also mention changes in SEO strategies. The 60% of smartphone users discover new businesses or products through the search from this device, according to Google. Thus, it would be plausible to assume that a high percentage of Voice Search also occurs here. The recommendations for building good mobile experiences (from reducing loading time or applying responsive designs to using adapted features) can be a starting point to adapt to voice aids .

The Google study also states that 67% of smartphone users tend to buy from companies where their websites or apps provide location information. This reminds us of the importance of consultations with objectives at the local level. Greek restaurants nearby? Make sure to appear on Google Maps and the like because the trend is clear.

In addition, these mobile strategies will help you position yourself better in the search engine results pages, improving your SEO. Can a voice assistant offer more than one solution? Unlike traditional search, it seems unlikely that this technology can recommend 5 hotels if you are only asking 1. In other words, if you are not the first, you may be left out.

New opportunities: Voice Assistants in the Data Age

The implementation of any solution based on Artificial Intelligence requires a great deal of work and effort, from guaranteeing the quality of the data used to train the algorithm to checking the accuracy of the results. All in all, voice assistants generate an important volume of unstructured information that, with adequate tools and processes, could allow us to better understand our clients and optimise specific aspects.

The efficiency in the management of data will be basic for any company that dares to incorporate this technology in its strategy. You can know the user’s interests,  detect patterns of behaviour and, from here, improve the assistant so that it adapts to the answers of its questioner. One could obtain, for example, actionable insights on the quality of the service or enhance recommendations of content in real time that are based on the data collected about that client.

In reality, the big suppliers are betting on this path. For example, Adobe recently announced the launch of new voice capabilities in its Experience Cloud suite to help brands understand interactions through these types of devicesAttribution IQ, the attribution module within Adobe Analytics, will allow to quantify the value of voice touchpoints in the customer journey and thus expand the analysis capabilities.

We will also take advantage of Sensei’s Artificial Intelligence technology to work with this data from voice devices through options such as Segment IQ, to build segments of audiences, or Adobe Target, to enhance personalisation.

Examples of use: Kayak and Movistar experiment with voice technology

As an example, there are companies that are betting on this technology with the aim of improving their services. Kayak has developed an application for its search engine based on Alexa that allows users to search flights, book a room, rent a car … through voice. This assistant processes the request, searches the Kayak data and transmits the response, thus becoming part of the service. Here you can see it .

Another example is Aura, the Movistar digital assistant that learns your behaviour and your queries to offer you a better experience on your platform. At the moment, it is only available through your app but, in principle, it helps you to speed up searches, interact with your TV or find content that may interest you.

However, today there are many doubts about how users will adopt this technology and, also, what path will be followed by the large developer companies. Will Google modify its algorithm to reward websites adapted to Voice Search? What advertising models will emerge to take advantage of this new channel? Where do you think this area will evolve?

We will have to wait to see it but, what do you think? Leave us your comment!