Voice Technology for Digital Marketing

Voice assistants and smart speakers are rapidly being adopted, with over 100 million devices currently in use in the U.S. alone. This growing trend represents both opportunities and challenges for marketers. Accordingly, brands must adapt to thrive in the voice ecosystem. Therefore, a voice marketing strategy is crucial for reaching customers where they increasingly spend time: on voice technology.

The Rise of Voice Assistants

Some key facts about voice technology:

• Voice searches already exceed 20% of total searches and are growing 50% annually.

•Over 70% of smart speaker owners use them daily.

• By 2022, half of all searches will be performed without a screen.
• More than 28% of U.S. adults own a voice-activated device like Google Home or Alexa.

Therefore, as voice technology becomes mainstream:

•Customers are performing tasks like shopping and getting information using just their voices.

•Brands must ensure they’re “heard” in the voice ecosystem through optimized content.

Adapting to Voice

To reach customers via voice technologies, brands should:

• Optimize website content for voice by using short sentences and clearly identifying your business.

•Claim and complete profiles on voice directories like Alexa Skills and Google Actions.

•Create Flash Briefings and Actions to deliver audio content.

•Understand how customers discuss your brand in conversations to improve.

• Provide 24/7 access to FAQs and other information through chatbots and scripts.
• Establish a presence on voice-optimized native platforms.

•Consider using voice ads for targeted customers.

Benefits of Voice Marketing

The key benefits of adopting voice strategies are:

• Reaching customers where they’re spending more time.
• Capitalizing on an emerging search and shopping channel.

•Differentiating your brand as an early voice adapter.

•Improving the customer experience by meeting needs via voice.

• Gathering consumer insights from voice searches and interactions.

In summary, as voice technology gains momentum, a voice marketing strategy will become essential for reaching customers and remaining competitive. Hence, brands must adapt and optimize for voice to continue engaging audiences at this important touchpoint. Accordingly, voice represents both a challenge and opportunity for forward-thinking businesses.

With vocal assistants poised to reshape how customers interact with brands, those who establish a strong voice presence early will gain a significant leg up – both in customers’ consideration sets and in the race to define new industry standards.