Smart speakers are being used today more than ever, and they are finding their way to even more homes as price points continue to become more accessible. This trend is causing many brands and advertisers to take notice of this "always on" opportunity to reach consumers right in their home.
At one point, these voice enabled devices served as a way for users to fulfil day-to-day tasks such as banking, checking the weather, playing music, turning on lights, and getting the days news headlines. Today, thanks to the evolution of Google home and Amazon Alexa devices, these smart speakers can do a lot more. Want to order a pizza? How about donate to your favourite charity? Modern smart speakers can do this and a lot more all without even raising a finger.
Thinking outside the box: Bringing the brand experience right at home
The modern brand and advertiser don’t have problems reaching consumers, the problem is engaging them. The need to drive deeper and meaningful interactions is critical. The voice enabled opportunity is a chance to further carry the customer experience and brand experience right into the consumer’s home while creating genuine interactions.
To succeed with the use of branded voice experiences, advertisers need to think outside of the box and focus on what already existing marketing channels cannot do and fulfil this void by using voice technology to start a real conversation (literally) with the consumer.
The great thing about branded voice experience is that they can be used in any business. For example, if you’re a liquor company, create a fun taste testing barista experience right at home where the consumer learns about the distilling process, tastes, and flavours, and history of the drink. If you’re a food company, create a voice driven culinary experience right in the kitchen, taking the consumer to new and exotic locations where they can learn about the creation process and history. And finally, close the experience with a call to action like any ad would.
The modern consumer expects personalization and continuity across all channels. The omni-channel experience they get from the brands they love are what keep them coming back. Combining branded voice experiences across Google and Alexa enabled devices using a simple yet effective voice strategy can be the missing piece to your next campaign that helps to further drive engagement, and ultimately conversion .
To learn more about smart speaker advertising and how APEX Mobile Media helps brands like yours create branded voice experiences, click here.
Carlos Guevara is the Marketing Manager at APEX Mobile Media. He is the former host of the podcast "In Search of Good Data." He has also helped various organizations in the private and non-profit sector to become more customer-centric with the use of enriched data and modern marketing and advertising strategies.