The statistics speak volumes. More than 35 million Americans own a voice-activated device (VAD). And 62% of them will make purchases using their devices within the next month. What does this mean for your company? If you’re not marketing with smart speakers, you’re missing a great opportunity to reach customers.
Your audience is listening
In a time when people are willing to pay for commercial-free TV and radio streaming, it’s surprising to hear that customers actually want to hear from brands on their VADs. They want to know about sales and deals, as well as details on store locations and hours. They want convenient access to customer support. And they also want their social-media feeds read to them, which means the content you produce for apps like Twitter will work double duty.
Marketing with smart speakers equals more sales
The giants of smart-speaker programming — Amazon, Google, and Apple — are set to deliver more shoppable products and services through VADs this year. Brands will be able to promote their offerings through voice-activated searches, and customers seeking help on topics will get recommendations for related products. Example: “Alexa, can you give me tips on organizing my closet?” Not only will she offer advice, she’ll also suggest products catered toward that mission. Need shelving units or a shoe organizer? These products will be available for purchase on the spot.
Strategies for marketing with smart speakers
Video may have killed the radio star, but VADs prove that voice-only mediums are poised for a comeback. This calls for a nuanced approach to messaging, one that’s customized for voice activation and addresses different types of queries. Consider this: Seventy percent of Google Assist interactions involve natural language, proving the importance of optimizing your messages with a casual-speech pattern. Recent studies show that users treat their smart speakers like a friend, even saying “please,” “thank you,” and “sorry”. This means scrubbing your message of a formal tone and incorporating natural inflections.
[Tap, tap] Is this thing on?
Marketing with smart speakers is a relatively new concept, and not without its technical difficulties. Sixty-three percent of people report feeling frustrated while communicating with brands on their VADs. Even more alarming, users will not give brands a second chance to make a good impression. That’s where new companies like Storyline come in. They create user-friendly platforms for people to program their own VADs without having to code. Conversely, brands can use this service, too, and proactively set up programs to help their customers. Other methods for ensuring seamless interactions include offering clear guidance during the purchasing process and setting up verbal-prompted verifications. Find more steps for creating a better user experience in the article 5 Best Practices for Implementing Voice Marketing in 2018.
The demand for voice-activated technology is only growing, as customers see the convenience of using a VAD. After all, it’s much easier to talk than type. So will you try marketing with smart speakers? Voice your opinion in the comments section below.