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.
At the 2019 ANA influencer conference, we spoke with Richard Plansky and Benedict Hamilton of Kroll, a corporate investigation company, about brand safety in influencer marketing. Richard and Ben discussed the right way for brands to approach influencer vetting, shared some influencer horror stories, and shed light on one of the biggest misconceptions brands have about “micro-influencers.”
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Consumer privacy is at an ever-increasing pitch, and a plethora of ad blockers and similar apps have already handed given consumers the power to (somewhat) control their online experiences online, at least to a certain extent. GDPR, which requires websites to obtain consumer consent before tracking cookies, has further restricted complicated marketers’ access to consumer data. : websites have to now obtain consumer consent for tracking cookies. The final blow came has come with the announcement that Google Chrome will eliminate third-party cookies completely by 2022 – something that other browsers have already done. While initially this jarring news left leaves marketers wondering what to do, it also created provide new opportunities as well.
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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.
“No advertiser, publisher, or media company can really afford to miss the boat. Voice is the new medium. We will soon be having conversations with intelligent bots, and a brand’s audio persona will either improve our brand experience or deteriorate it. But voice must be thought of as another connected vehicle or channel, versus a standalone one, so the brand experience is fully integrated and consistent across the mix.”
Bruno Gralpois
Founder
Agency Mania Solutions
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.
Finding Your Brand’s Voice Search Strategy
ANA. September 2018
The newest user interface for consumers accessing the internet is the call-and-response format of voice search technology. There is a major opportunity for brands that want to work with virtual assistants such as Apple’s Siri and Amazon’s Alexa, but they’ll need to speak up — and quickly.
Voice Technology for Marketers
ANA. April 2019
The digital agency 360i discussed its use of voice technology to support the marketing efforts of its client Roto-Rooter.
Voice Search: The Next Revolution in Search
ANA. November 2018
ANA’s Ask the Expert research service answers the question, “Hey Alexa, how do I start using voice search in my marketing efforts?”
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!
Bruno Gralpois
Founder
Agency Mania Solutions
“No advertiser, publisher, or media company can really afford to miss the boat. Voice is the new medium. We will soon be having conversations with intelligent bots, and a brand’s audio persona will either improve our brand experience or deteriorate it. But voice must be thought of as another connected vehicle or channel, versus a standalone one, so the brand experience is fully integrated and consistent across the mix.”
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.
Finding Your Brand’s Voice Search Strategy
ANA. September 2018
The newest user interface for consumers accessing the internet is the call-and-response format of voice search technology. There is a major opportunity for brands that want to work with virtual assistants such as Apple’s Siri and Amazon’s Alexa, but they’ll need to speak up — and quickly.
Voice Technology for Marketers
ANA. April 2019
The digital agency 360i discussed its use of voice technology to support the marketing efforts of its client Roto-Rooter.
Voice Search: The Next Revolution in Search
ANA. November 2018
ANA’s Ask the Expert research service answers the question, “Hey Alexa, how do I start using voice search in my marketing efforts?”
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.
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Email: marketingfutures@ana.net
