Voice Experiences and AI Voices for Brands and Retailers

  AI Voice experiences for consumers

AI Voice experiences for consumers

With the number of growing connected devices, it’s no secret Voice will play a major role in our future, with voice assistance like Google Home and Amazon Alexa. In 2017 already 69 million consumers used a voice assistant and 20% of them already made a voice-enabled purchase.

In a recent study, 83% of the consumers believe using voice makes it easier to find products and more than half of the teen in the U.S. use voice searches daily.

But how can brands and retailers deliver a voice experience that is not tied to devices like the Echo or Home but are implemented in their mobile app?

Voice branded interfaces are used to represent brands and companies using speech and learning technologies for their apps. The AI Voice can understand the brand’s vocabulary, products details, and services. For consumers an AI Voice implemented in an app is a new way to communicate easier, more intuitive and faster. Voice is even 3x faster than typing.

Combined with data an AI Voice understands what your consumers say and what to ‘reply’. The coolest thing about an AI Voice is that it keeps learning from all the data it gathers but is also able to update anytime with new data about your products or services.

And AI Voice can be implemented in any e-commerce mobile app, where consumers can describe what they are looking for in the branded app environment. This results in searches like, ‘’ Show me only red shoes’’ or ‘’Add size S to my cart’’. However, an AI Voice can not only listen but remembers what consumers said before. It can make combinations and show consumers the brown shoes as well. It allows consumers to find products more quickly, it improves brand loyalty and gives a memorable shopping experience. But most importantly, it creates a new way to build a relationship with your consumers. With retailers and brands owning their own voice experience, it gives them valuable data and an opportunity to develop their experience into valuable relationships with their customers. Instead of brands and retailers investing in a new developed voice environment, they can implement an AI Voice into their e-commerce app and improve shopping experiences.

How to Approach Digital Audio Marketing Campaigns

Audio has the power to trigger emotions, memories and can even develop new feelings, like love and happiness, that empower our current activity or lets us take action to new ones.

Therefore, we can establish that listening to audio, and especially music, is an emotionally engaging activity. I ask myself this question; How should brands approach `disrupting` this emotional activity when it comes to Digital Audio Advertising?

Especially for brands who are new to digital audio advertising and haven’t used audio and voice before in their marketing campaigns, it’s a whole new world and expertise to communicate the brand’s message in audio. 
 
 There are many digital audio marketing solutions and they all are produced differently. Examples of different digital audio marketing solutions are; branded playlists, programmatic audio ads, digital radio, voice-interactive ads (or should I say Voice AOR skills), podcasts, digital audio native ads, etc. But in the end it all comes down to audio and/or voice, and how brands interact or communicate with consumers and users through these new digital audio marketing solutions. On top of that brands have to adapt quickly, because the future of voice and audio is already in place. ComScore thinks that 50% of all searches will be voice searches, by 2020. Gartner also believes 30% of browsing sessions will be done without a screen by 2020.

 Voice-Assistents Amazon Alexa and Google Home will become part of our dailt lives.

Voice-Assistents Amazon Alexa and Google Home will become part of our dailt lives.

 

So, to answer my question; Will Digital Audio Marketing Campaigns be effective if we use the same strategy and production skills we now use for our ‘visual’ campaigns? In my opinion, the answer is no.

Of course, there is a difference between voice-interactive skills/advertisements, where the interaction should be as authentic as possible, and audio ads playing when listening to music on Spotify or Pandora, but all these new ways of interacting and/or communicating with consumers and users should be matched with their state of comforts, activities, and moods. This can be done by advanced skills in interactive word choice, interacting with user or consumer movements, different styles of speaking, different voice timbres and moods, different choices of music and sound based on demographics or target audience, etc. And should be approached as branded experiences and content instead of ads.

If brands can adapt these skills and features in their digital audio marketing campaigns, I believe their audio campaigns will be the most effective campaigns they’ve ever conducted.

Keep up to date on my stories where I will go more in-depth in the different digital audio marketing solutions and strategies.