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CLODAGH HURRELL Business Development Director, Europe SGK
TURN THE VOLUME UP ON VOICE CHANNEL MARKETING Voice technology has been around for a long time, but we have seen a dramatic increase in its usability and developments in recent years. This technology changes the relationship between us and our digital devices, as a computer comes in direct communication with the user. It helps us talk to our devices, making them more intelligent and responsive. Computers But what does this mean for brands? With have to think like humans and engage a large portion of the UK population now with us in a way that resembles how aware of smart speakers and interacting we interact with each other. with the technology many times a day, Smartphones, smart speakers, TVs, voice is no longer a novelty—it’s essential watches, home devices, even cars are to staying competitive, and the benefits are no longer isolated electronic devices significant and long-term. but have become fully integrated into the voice technology ecosystem to Enhanced Customer Experience enhance our lives in myriad ways. The Voice commerce changes how customers adoption of these technologies shows the interact with your business, allowing potential for a marketing revolution that brands to offer a seamless experience can virtually tap into this transitioning to customers without needing to imply consumer behavior at every touchpoint important resources for the success of the of the customer journey. The latest process. studies indicate that 34% of UK homes Voice search is far better than typing have at least a smart speaker. when it comes to: • Checking directions Voice as a New Marketing Channel Voice marketing is no different than any • Verifying answers to your question other form of content marketing. Brands • Carrying out basic research should utilize it to solve their customers’ • Confirming breaking news problems and answer their pressing questions. The personal nature of voice provides an opportunity to amplify consumer engagement, allowing for the creation of new and unique experiences for both the consumer and the brand.
Several brands have developed voice apps for UK customers to shop with Alexa. For example, Ocado allows users to buy groceries, and Domino’s, Pizza Hut, and Papa John’s are also always ready to engage in conversation about their pizza offers. UK consumers can also choose their favorite beverage with the evocation phrase ‘Alexa, tell Starbucks it’s coffee time.’ Large brands are well aware that voice is an important marketing channel. More rating it as significantly or extremely important in the future of marketing.
Brands have launched a variety of apps in 2020, with ‘answer questions’ being the most important reason to develop the app (65%). The ability to answer questions is also a powerful way to connect to customers and deflect their attention from problematic touchpoints, such as call centers.
Personalized Journeys
It is essential that data capture features are considered in order to deliver experiences that are relevant to customers. Voice can deliver 50% more marketing permissions than any other channel. It is essential that brands are transparent about data capturing and personal preferences to reassure consumers about privacy concerns. Data exchange is attractive when users see personal benefits. 41% prefer to exchange
personal data for free services rather than pay for those services to safeguard their data.
Amplified Sales Opportunities
A voice app can transform the way a brand interacts with its consumers, and it can help drive unexpected positive results. Brand marketers and agencies should carefully consider the value of the three most important factors when creating a voice app: data capture, increased loyalty, and sales. It is vital to start with simple, quality engagement to build rapport with a target audience. Voice technology will increasingly influence marketing in the years to come. Hence, a presence in voice ensures your marketing strategy reaches the increasing number of consumers who prefer to engage with a brand aurally. Brands who develop a voice strategy now can gradually strategize their entry into this channel as the competition and consumer interest still evolves. Clodagh Hurrell
Clodagh has more than twenty years of experience in brand and marketing communications, beginning her career in 1997. She joined SGK in 2008 and has held several roles, most recently in business development. Clodagh is a highly motivated, results-driven, B2B sales & marketing leader with an excellent and proven track record of winning, nurturing, and developing business and strong client relationships in a consultative and solution-based approach, helping organizations of all sizes meet and exceed their business objectives. She has extensive experience in the Entertainment, Consumer Packaged Goods, Beauty & Cosmetics, and Life Sciences sectors.
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