Article: http://www.adweek.com/digital/how-personalizing-voice-skills-can-give-your-brand-a-digital-boost/
Voice is one of the hottest trends right now in digital
marketing. In this Ad Week article, it states that “31 percent of digital
marketers at Fortune 500 companies believe voice is the next big thing” and
that “the market for smart speakers will hit $3.5 billion by 2020.” Amazon has
Alex and the Echo, Google has the Google Home and Google Assistant, and there
are many more companies trying to play in this upcoming space. These devices
have become essentials in many households, and now brands are recognizing the
huge opportunity there is to market products within this new voice activated
world.
The article describes “skills” and “actions” that consumers
can make with their voice devices. One example was “Ask Patron,” which is a way
to help users find recipes to tequila cocktails. Zyrtec created AllergyCast
which tells people the pollen count and other allergy related information for
their day. I’ve seen these used by many media brands to promote new shows, and
you can even do some cool marketing stunts by releasing easter eggs through
this platform. In any case, this is a creative way to market to the next
generation of consumers and to keep a brand top of mind. This is a creative way
to interact with consumers on a level that we haven’t seen before.
The articles also goes on to give some guidelines on what
makes a successful and impactful “skill” and how to actually go about doing
this for your brand. They take a “crawl-walk-run” approach which I totally
agree with.
Research on Voice:
New Alexa Voices:
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