Smart Speakers & How To Take Advantage of Voice Command Technologies
Smart speakers: feared by some, loved by many.
Wether, you’re into them or not really, we can’t deny the impact of this popular technology. From Alexa memes, to funny stories of toddlers spending their parents credit card budget on Amazon, smart speakers are introducing a new reality of how we not only act as consumers, but how we use search engines and how marketers and developers can take advantage of them.
Truth is, the majority of consumers use Alexa and Google Home for current-day functions such as setting timers, reminders, reading instructions or even step by step tutorials, not exactly shopping. Therefore, the real challenge will be how to create a compelling strategy to make users make purchases using these devices.
Turning Searches Into Profit
Besides understanding how to build a bridge between search topics and potential buys, conversational marketing also focuses on our speech patterns while using search engines through voice commands.
Amazon already has a design guide for voice that allows brand developers to consider scenarios and follow up questions when consumers look for a certain subject.
As Automat puts it, a basic example could be ‘Alexa, what are blackheads?’, which logically might be followed by ‘how do I get rid of them’, creating the opportunity for a brand to make it self relevant for the user.
By finding out which relevant questions can be connected with product placement, brands are able to offer solutions for immediate concerns and even cross selling.
The next step will be working on product recommendations which are (still) very limited when it comes to smart speakers functionalities. Product recommendations drive engagement and can be applied to several situations, from food orders to decor or hygiene products.
Watch Your Tone
Language has proven to be one of the most important factors when it comes to voice searches – Air Canada generated 3% engagement lift with ‘urgency language’.
By urgency language we mean a spectrum of language that is fear, anxiety and guilt driven, which happens to be more valuable to flight’s purchases than ‘exclusivity language’ (feelings of pride, luck, achievement). Although this is kind of a difficult concept to grasp, it’s pretty much all about language patterns and math. AI developers and marketers are putting all their sweat into it in order to improve voice searches performances, to the point where vocal recognition technology recognises your emotions and tone, applying it to search engines and specific business sectors.
Alexa Play ‘Instructions’
Smart speakers already proved themselves by opening windows of opportunity such as customer experience: brands will be able to take their products and customer relationship to the next level by providing a hands free experience thanks to these devices.
Voice instructions and tutorials will improve customer’s purchases and overall experience with the product – if consumers already look for everything on Youtube, imagine if you actually voice over instructions.
Despite controversial opinions on smart speakers, these examples are proof that they’re shaping marketing technologies and human-machine interaction. Yet, some questions remain: are smart speakers here to stay? Will brands invest money and efforts to develop a strategy based on voice searches?
What are your thoughts?
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