Brands and Small to Medium Size Businesses are currently spending sizeable percentages of their marketing budgets on package design to ensure their products stand out clearly on the shelf. Over time, voice-enabled speakers have been gaining steadily, introducing into the world of marketing new voice-activated technologies. The time to find or develop the equivalent of that in terms of voice shelf has come.
Brands and owners of small to medium size businesses need to incorporate voice-based marketing automation (VBMA) into their current digital strategies if they are to maximize and boost engagement with audiences, and of course boost ROI.
Marketers can use VBMA in generating, tracking, filtering, reporting, and routing inbound sales calls. Your sales team can use the technology to capture as well as in responding to phone leads. Voice-based marketing automation can also be used for providing customer service through a virtual call centre.
So what can brands and small businesses do to optimize their voice marketing practices?
Ensure Voice Context is Right
To win on the increasingly intense customer battlefield, businesses and brands will have to integrate voice into their overall digital strategies sooner than later. And just as in every business, they must remember that the customer is always right as they design their voice-based marketing automation (VBMA) strategies.
Today, people are not just using voice search for getting recipes, directions and traffic reports. They are increasingly using voice to search for nearly everything ranging from customer reviews to more comprehensive product information. Your voice strategy must be implemented within the right context if it is to reach your target audience.
Ensure Smooth and Consistent Flow
The voice technology employed should flow as naturally as possible. This will imply paying attention to aspects such as where your user may be — physically or performing a task — and to adjust accordingly. On top of that, your voice communication should not necessitate users having to learn a new language for them to communicate with your voice application.
Incorporate Routine Feedback
As part of your voice-based marketing automation, feedback collection should become routine as it helps in formulating better strategies. It is also important to ensure that your employees appreciate the value of collecting consumer feedback, both negative positive. This will guide you when modifying or upgrading your voice marketing strategy.
Experiment and Be Innovative
The future of shopping is not going to be completely blind and businesses need to be prepared. Voice-search shopping may, for example, nudge a potential consumer to watch a product-related video prior to making a big purchase. You need to be ready for that. And there are examples to learn from. Ogilvy, for instance, is looking into how 3-D holograms technology could influence and facilitate shopping.
Amazon recently launched its Echo Show – a 7-inch screen on an Alexa-powered device. Domino’s Pizza, for example, is looking at voice as a channel for selling more pizza and has enabled their customers to directly place orders using voice through Alexa. Google is said to be in the process of developing its own product. Earlier Deutsch had launched “Great Machine,” to help brands in bringing creativity to their voice technologies that are using artificial intelligence.
Voice technology is offering an innovative way of reaching consumers. You must ensure that all your client communication hits the right note. A seamless voice experience will be the one that is not only inclusive but one that which also anticipates the user’s needs. Study your end users early on by listening and learning during the design and development stages.