We’ve all had moments where voice technology was preferred over text technology. We’ve gone from voice memos in replacement of text messages all the way to smart speakers saving items on our Amazon wishlists. This has become a growing advancement in almost every corner of our lives.
How may this be beneficial from a business standpoint? In a study done by Adobe in 2019, about one-third of consumers considered voice advertisement to be less intrusive and more engaging than traditional marketing done in print and television, online, and on social media (Lin, 2022).
While it is nothing new to hear an ad through an audio-related platform or gadget, such as the smart speaker, there is a newer concept of creating actions through voice search. For instance, HBO has put together a choose-your-own-adventure style game for Echo users (Fritschle, 2019). Similarly, Patròn offers digital assistance to smart speaker consumers by allowing them to ask the brand themselves for a cocktail recipe (Brenner, 2020).
Experts all agree that this increases product and brand visibility and leads to consumers flocking to the source itself for purchases and subscriptions. While voice search is still an up-and-coming practice for some brands, we believe it will only be a matter of time before any and all types of markets will be flooded with this technology. What are you waiting for?
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