With Forbes reporting that 16% of the American population (around 39 million people) own smart speakers and The New York Times declaring AI and conversational interfaces the clear victors of CES 2018, there’s no denying it—we’ll all be talking to computers for many, many years to come.
Now is the time to start developing a voice strategy. This is a huge opportunity for your brand to reach customers in new and exciting ways—one you cannot afford to miss out on. Amazon’s Alexa currently dominates the space with 70% market share, which comes out to approximately 27 million users. Google moved an estimated 11 million Google Home products in Q4 of 2017. And there’s more to come—smart speaker adoption rates are outpacing that of both smartphones and tablets. Brands need to be creating voice apps—skills in the Alexa world, actions in the Google world—to have a presence on these platforms.
Skill Design Ideas for Voice Marketing Strategy:
- Quizzes & trivia games
- Entertainment, narrative, choose-your-own-adventure
- Brand extension—product discovery and information
- Access to account information
- News briefings
- Recipe recommendations
- Voice control of environment through IoT / Smart Home
Best Practices for Voice Strategy & Execution
We at PullString have developed a set of best practices and design considerations around successful voice strategy and execution. We recommend pursuing a crawl/walk/run approach to ensure that your voice strategy evolves at pace with this emerging space.
- Crawl: a simple informational skill to help you understand the opportunity and audience.
- Walk: a more deeply interactive skill that ties into an enterprise system.
- Run: a fully embellished skill with account functionality and custom audio.
Because the space is so new and best practices haven’t been set in stone, the focus needn’t be creating the be-all-end-all of brand-encompassing skills. Go narrow and deep—land on some value you can provide to your customers via voice, build it out, get it in market, and start observing. Learn how your customers engage with it, what’s working, what's not, what they want more of, etc… As voice-based computing proliferates, your brand will already have a foot in the door and a sense of how to leverage that experience to claim leadership in the space.
Crawl now and walk soon, so you’ll be able to run when the time is ripe. Click the button below to speak with one of our voice experts today!
Related Voice Strategy Posts:
- 4 Powerful Reasons CMOs Should Invest in Voice Marketing
- 40+ Voice-First Use Cases for Enterprise Orgs
- 5 ways voice assistants are changing your customers' behaviors