Although speech recognition technology isn’t necessarily new, voice-enabled speakers like Amazon Echo are making it easier for companies to speak directly to audiences inside their homes - or in the palm of their hand through voice assistants like Siri.
Voice marketing allows many of the brands my company works with to offer tailored solutions for their customers’ problems, enhance customer experience, drive traffic to their website, and increase sales. If you're considering marketing through this channel in the near future, here are the four things you need to know.
1. People are increasingly using voice-enabled speakers to make purchases
Companies including Dominos, Target (and of course, Amazon) are using voice ordering to allow their customers to purchase their products without so much as touching a screen, let alone driving to the store.
Although you may not have actually used voice shopping yourself, 36 percent of US and 16 percent of UK voice assistant owners have purchased items through their speaker more than once. In 2017, there was around $2 billion spent on voice shopping - which is projected to jump to $40 billion in 2022.
2. It's a creative way to reach your customers
Voice marketing creates a personal connection between brands and prospective customers. After all, voice is the most natural way for humans to communicate. It’s up to brands to come up with creative marketing strategies that consider how and why customers use voice recognition technology.
As with any form of content marketing, your brand should be using voice marketing to solve your customers’ problems and answer their burning questions.
Make sure your voice marketing is in-line with your brand’s mission and works well with voice technology. If you’re doing it right, your brand looks good and you offer your customers an enjoyable experience.
3. Some big brands are already using it
A few big brands are leading the way with voice marketing - and experiencing a boost in brand awareness and sales because of it.
A few months ago, Walmart began offering voice shopping with Google Assistant. People can say, “Hey Google, talk to Walmart” to their Google Assistant then follow it up with “Add milk to my cart” (or one of the other thousands of items offered). The more users take advantage of voice shopping, Google Assistant will recognize the size of the items and brands that each person prefers and automatically select them.
Estée Lauder took another route by creating a virtual beauty advisor called Liv, who you can speak with on Google-Assistant powered devices. Liv offers users customized nightly skincare routines - and directions to the nearest Estée Lauder store where users can snag certain free samples.
4. Voice marketing isn't that popular yet...but it will be
Not many brands have taken advantage of using voice marketing (yet) to speak directly to their customers, but they should start before their competitors beat them to it.
As the use of voice technology continues to rise, businesses need to start thinking about how they will develop marketing strategies fit for voice technology and how they can use voice data to drive better customer experiences.
At the content company I co-founded, Masthead Media, we are getting our clients ready for the voice search revolution by developing a deep understanding of what their customers want to know and optimizing their SEO. If you’re interested in preparing your content for voice marketing and reaching your ideal customers in the comfort of their home, reach out to us.