Navigating ESG Requirements

COLUMN 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 have to think like humans and engage with us in a way that resembles how we interact with each other.

Smartphones, smart speakers, TVs, watches, home devices, even cars are no longer isolated electronic devices but have become fully integrated into the voice technology ecosystem to enhance our lives in myriad ways. The adoption of these technologies shows the potential for a marketing revolution that can virtually tap into this transitioning consumer behavior at every touchpoint of the customer journey. The latest studies indicate that 34% of UK homes have at least a smart speaker.

Voice as a New Marketing Channel

Voice marketing is no different than any other form of content marketing. Brands should utilize it to solve their customers’ 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. But what does this mean for brands? With a large portion of the UK population now aware of smart speakers and interacting with the technology many times a day, voice is no longer a novelty—it’s essential to staying competitive, and the benefits are significant and long-term.

Enhanced Customer Experience

Voice commerce changes how customers interact with your business, allowing brands to offer a seamless experience to customers without needing to imply important resources for the success of the process. Voice search is far better than typing when it comes to: • Checking directions • Verifying answers to your question • Carrying out basic research • Confirming breaking news 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.