Did you know that the voice recognition market is expected to be worth over $600 million by next year? Or that as of January 2018, there was an estimated one billion voice searches each month – a figure that’s expected to rise significantly?
Voice technology is already having an impact on brands and over the next couple of years, it could substantially shake-up your industry too.
If you’re sceptical of how much influence voice technology is going to wield, just look at social media. It’s taken only two decades to go from the first social media sites emerging to it becoming a marketing essential for all brands thanks to its ability to break down barriers between businesses and consumers. Voice technology has already been used by consumers for several years, primarily through smartphones, and now it’s poised to boom as most homeowners add smart speakers to their residences.
With this in mind, what does it mean for your brand?
- Changes to the way consumers search – Keywords are going to need to be reviewed in light of voice technology becoming more popular. While a consumer looking for a shoe shop near them may type ‘shoe shop London’, when they say it, they’re far more likely to pose it as a question, for example, ‘Where is the nearest shoe shop to me?’ This will need to be reflected in your content and wider marketing strategies.
- Quick, single answers – Nobody wants to use voice search to be given a list of answers like you would when you typed a search into Google. Voice technology users want to be given one correct answer. It makes providing targeted, accurate information even more important if you want to outdo rivals.
- Be useful – Amazon’s Alexa Skills show just how important it is to be useful. Brands are able to add their own skills to the device, allowing consumers to take direct actions through speaking. For example, Domino’s skills mean you can effortlessly order pizza to your home, while Uber skills mean a taxi will be on its way to you in no time at all. Being useful doesn’t just have to be about placing orders, you could connect consumers to your customer service team or even offer advice and tips.
While these are these areas that you need to consider moving forward, it’s important to remember that voice technology is still in its infancy. As a result, brands that really want to take advantage of the opportunity need to experiment and take an agile approach.