Marketers Listen Up, Voice Technology Delivers Ripe Opportunity To Connect With Your Audience on a Deeper Level
Marketers, are you listening to what your customers are saying? According to a 2017 global trends and insight report on voice technology and its impact on brands, you need to be. According to the study ingeniously titled "Speak Easy Global, The Future Speaks to You", voice technology will redefine how we live our lives, and bring dramatic change to the customer experience. Your customer.
Here's 2 Reasons Why Marketing Voice Technology Should Be a Part of Your Marketing Strategy Right Now
1. Numbers - According to the study, which was done by J. Walter Thompson Innovation Group London and Mindshare Futures, ComScore forecasts that half of all searches will be voice driven by 2020. Already, Google reports that 20% of mobile searches on Android are voice. Ovum predicts that by 2021, there will be 7.5 billion devices being used by consumers - more digital assistants than humans on the planet.
If your business is not preparing for voice search, you will be left looking at the back of the consumer bandwagon as it speeds away from you instead of being the one driving it. According to Search Engine Land, a recent BrightEdge survey of 252 digital brand marketers revealed an incredible gap between where consumers are with their technology adoption, and where marketers are as far as implementing voice search. For example, voice search/digital assistants was at the top of the list of “next big things,” according to marketers, but 66 percent of marketers have NO plans to begin preparing for voice search.
2. Neuroscience - According to the study, a partnership between J. Walter Thompson Innovation Group London and Mindshare Futures, saying a brand name also appears to strengthen the pre-existing emotional associations to a greater degree than typing it. Add to that, stress levels go down when using voice as opposed to typing on a keypad. Voice search is the most intuitive search we humans can use. It will help strengthen positive emotions (as well as negative emotions) each time consumers say your brand name.
Working with Neuro-Insight, a neuroscience market research firm, Speak Easy investigated the brain’s responses to voice compared with touch or typing. What they found when people asked a question involving a brand name, was that their brain activity showed a much stronger emotional response compared to people typing that same brand question. Combine that emotional response with the fact that cognitive load is lessened by voice search and you have consumers searching for ie- connecting with your brand on an emotional level that is hard to beat.
Does Worry Over Marketing Keep You Up at Night?
Things keep me up at night. Between kids and cats waking me at all hours of the night, I stay awake and strategize and obsess about everything from managing and utilizing client data properly, to keyword rankings and finding the best blog topics. Lately I have been thinking about how best to align my clients for the future of marketing for voice technology. You can see why it is becoming an nightly obsession
If worry over your marketing is keeping you up at night, check out the Speak Easy study to begin to get a handle on the power of voice technology and contact Shane Shirley Media for a free marketing consult.
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