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.

The Future of Work, with Russ Perry of Design Pickle

For the majority of the U.S. workforce, the past three months have been a complete paradigm shift in what’s considered “business as usual.” Millions of us are, for the first time in our careers, working entirely remotely, and brands across the country are scrambling to establish a “new normal.” But what if your entire workforce was remote to begin with? Marketing Futures spoke with Russ Perry, the founder of Design Pickle, a member of Inc.’s 500 fastest growing companies in 2019, about what it’s like to manage a staff of more than 400, of which only a small handful live and work in the company’s headquarter city of Scottsdale, Arizona. Russ discussed what the first few weeks of the COVID-19 crisis were like for Design Pickle, and shared advice for leaders looking to maintain creativity and camaraderie from afar.

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The Doctor Will Zoom You Now: Telehealth During COVID-19 and Beyond

Prior to the pandemic, adoption of virtual doctor visits was negligible (at just 11%, according to a McKinsey survey). Since social distancing and quarantine, however, those numbers have rocketed to 46 percent, and the comfort and ease both consumers and doctors are finding through telehealth, or telemedicine, indicate that it’s here to stay post-COVID. But the surge in telehealth begs the question: if some vital services like healthcare can be delivered virtually, what other traditionally physical industries may also find themselves delivering via cyberspace? For the moment, telehealth is ruling the space and the resources below discuss its growth, application, and future.

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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.

“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.

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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.

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.

 

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Email: marketingfutures@ana.net

 

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