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.
Artificial Intelligence touches just about every facet of our modern lives, and its effect on marketing cannot be overstated. So, when you want to learn about what’s now, new, and next in AI, who do you turn to other than the folks that are building it? Today we’re joined by Antonio Maiorino and Alberto Mario Pirovano of Helixa, to talk about the evolving world of marketing automation, from next-gen chatbots to natural language processing. The two shared a peek behind the curtain on new developments in the company and discussed what other innovations could come from cracking the code of processing natural language.
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TikTok’s popularity quickly exploded on the mobile video app scene, and marketers followed suit. Recent controversies over TikTok’s data collection and privacy practices, however, have put the future of the app in the U.S. into question, and this poses a distinct loss for brands carving out a niche there. Amidst this chaos, Instagram launched a similar service – Reels – and while brands certainly want to include Instagram’s latest effort into their marketing mix, the question remains: will it be as effective as TikTok, whether it stays or goes? The resources here look at how lucrative Instagram’s Reels can be, and how to use them for marketing.
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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.
“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.
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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