While
retailers are investing money on search engine marketing, some consumer companies such as Procter & Gamble and Clorox are seeking
new ways to promote their products - on Amazon's Echo devices. It works similar
with paid search on Google, but there are several distinguished benefits of
promoting products on voice-powered devices.
First, there is
significant value of being the first product mentioned by Alexa. While
scrolling down a Google search page is quick and easy, you are less likely to
listen through the entire list offered by the voice assistant. We tend to go
with one of the first three brands mentioned by Alexa, given no much price
differential in this category.
Moreover, promotion
on Alexa can be more accurate and effective, as she knows every order you
placed on Amazon. When you run out of your Colgate toothpaste, Alexa would know
what to tell you and how to play the ads for you.
One of the
challenges for Amazon will be how to prevent being perceived as an ads
voice-player. So far, they are holding their bottom lines firm and solid. In
June, a start-up called VoiceLabs, which was trying to help developers monetize
their Alexa apps with ads, shut down after Amazon changed its policies to
restrict promotions in Alexa skills.
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