VOICE
MARKETING
WHAT IS VOICE MARKETING?
Voice marketing is an emerging practice that harnesses the capabilities of AI-powered, natural-language-processing technology embedded within smart speakers and smartphones. The practice of voice marketing encompasses voice search, voice-enabled product innovation, and virtual assistants like Siri or Alexa. Voice marketing provides a new channel for brands to interact with consumers.
WHY SHOULD MARKETERS CARE?
By 2022, virtual voice devices are projected to process $40 billion in purchases and have a presence in 55% of all U.S. households. As voice-enabled devices grow in popularity, their influence on consumer behavior is becoming apparent. Rather than browsing a list of search results or visiting a webpage with pop-up or banner ads, consumers can simply ask Alexa to deliver a single answer to their question. Marketers who understand the ways voice-enabled technology is disrupting search habits, consumer expectations, and communication channels can have a tremendous competitive advantage.
HOW CAN IT HELP YOUR BUSINESS?
Voice marketing can help your brand differentiate itself from competitors and build stronger relationships with consumers by offering superior, voice-enabled interactions. Brand leaders who leverage voice marketing best practices can retain or strengthen their leadership positions. Conversely, challenger brands can use their understanding of voice algorithms to occupy the first position in voice search results, gaining share against the brand leader.
TRENDS
Our industry has a diversity problem. The lack of equity and inclusion on marketing teams – particularly leadership – is why today’s guest stopped waiting for a seat at a table and built her own. Selle Evans is the founder and CEO of Masterly Business Solutions, a marketing agency focused on leveraging personalization to grow brands. Selle and Mike discussed the power of personalization, common mistakes companies make in their early stages, and the romantic power of Mix CDs.
> See all episodes
Marketing to any demographic includes looking at sets of trends and profile basics to craft a message that will reach them most effectively (the explosion of articles discussing "marketing to millennials" is an easy way to see this in action). The issue with reducing groups of a similar generation, race, or preferences to a target on a marketing calendar, however, is that it forgets the individual, and betrays strong consumer preferences for personalization.
This has become especially true for LGBTQ+ communities, where marketers have grown comfortable during June's Pride Month in posting a rainbow on social media, creating a promotion, and calling it a day. While this is, of course, important, it also reduces the community and event to a symbology; it forgets that in the U.S., 5.6 percent of the U.S. population identifies as LGBTQ+; this community is made up of distinct individuals who don't want to just see performative allyship but messages that speak to them on an individual level with honesty, authenticity, and care.
WHAT IS VOICE MARKETING?
Voice marketing is an emerging practice that harnesses the capabilities of AI-powered, natural-language-processing technology embedded within smart speakers and smartphones. The practice of voice marketing encompasses voice search, voice-enabled product innovation, and virtual assistants like Siri or Alexa. Voice marketing provides a new channel for brands to interact with consumers.
WHY SHOULD MARKETERS CARE?
By 2022, virtual voice devices are projected to process $40 billion in purchases and have a presence in 55% of all U.S. households. As voice-enabled devices grow in popularity, their influence on consumer behavior is becoming apparent. Rather than browsing a list of search results or visiting a webpage with pop-up or banner ads, consumers can simply ask Alexa to deliver a single answer to their question. Marketers who understand the ways voice-enabled technology is disrupting search habits, consumer expectations, and communication channels can have a tremendous competitive advantage.
HOW CAN IT HELP YOUR BUSINESS?
Voice marketing can help your brand differentiate itself from competitors and build stronger relationships with consumers by offering superior, voice-enabled interactions. Brand leaders who leverage voice marketing best practices can retain or strengthen their leadership positions. Conversely, challenger brands can use their understanding of voice algorithms to occupy the first position in voice search results, gaining share against the brand leader.
“This is going to become your first layer of customer service, and you want it to be extraordinary. If it answers every question in detail, consumers will continue to summon it over and over; they say your brand name, and it burns into their minds that your brand is useful. There’s huge opportunity in that space right now.”
Duane Forrester
VP of Industry Insights
Yext
Key Stats
ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.
Related Content
Want to take a deeper dive into voice marketing? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else.
Hacking Prime Day
ANA. November 2019
Honey Nut Cheerios created a promotional campaign that leveraged one of the biggest shopping days of the year to “hack” voice SEO.
Alexa Play My Song
ANA. March 2020
Amazon promoted its Echo smart speaker in India with a campaign that showcased the device's ability to play music in response to a simple voice command.
B2B Marketers Find Their Voice
ANA. October 2019
For B2B marketers to optimize voice technology they need to use natural, everyday language — and work closely with sales to deploy the right words and/or terms.
Download Now!
Consumers are rapidly adopting smart speakers and becoming more comfortable incorporating voice-enabled technology into their day-to-day lives. At the same time, the technology that powers these devices is becoming better and more accurate. How can marketers get in on the action and leverage this new touchpoint along the customer journey?
ANA Marketing Futures gathered information from industry experts and leading brands to explore the ways voice technology is influencing the industry today and the many changes it’s poised to bring about in the years to come. Download the report to learn more about Alexa skill development, voice search optimization, and consumer preferences as related to voice search.
Download the full report today!
Duane Forrester
VP of Industry Insights
Yext
“This is going to become your first layer of customer service, and you want it to be extraordinary. If it answers every question in detail, consumers will continue to summon it over and over; they say your brand name, and it burns into their minds that your brand is useful. There’s huge opportunity in that space right now.”
Key Stats
ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.
Related Content
Want to take a deeper dive into voice marketing? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else.
Hacking Prime Day
ANA. November 2019
Honey Nut Cheerios created a promotional campaign that leveraged one of the biggest shopping days of the year to “hack” voice SEO.
Alexa Play My Song
ANA. March 2020
Amazon promoted its Echo smart speaker in India with a campaign that showcased the device's ability to play music in response to a simple voice command.
B2B Marketers Find Their Voice
ANA. October 2019
For B2B marketers to optimize voice technology they need to use natural, everyday language — and work closely with sales to deploy the right words and/or terms.
Download Now!
Blockchain technology is a distributed, decentralized ledger that can be used to track anything of value. Its applications to the marketing digital supply chain are still being explored, but there is optimism around its ability to increase accountability within the digital advertising ecosystem.
ANA Marketing Futures spoke with marketers and experts across the industry to get their perspective on blockchain as it relates to marketing, and created a guide containing expert perspectives and tips for those considering blockchain technology for their brands.
About ANA Marketing Futures
Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.
ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.
Copyright © 2021 Association of National Advertisers-established in 1910
Contact
10 Grand Central
155 E 44th Street
New York, NY 10017
Phone: 212.697.5950
Email: marketingfutures@ana.net
