Smart speaker owners want to hear from their favorite brands, but you'll have to get creative to reach them. The smart speaker industry is growing exponentially. TechCrunch reports that 146.9 million devices were sold globally in 2019, which is up 70% from the previous year.
Smart speakers and voice-controlled assistants are leading to new trends in the marketing world. Here are 3 ways to stay up to date.
It’s estimated that voice searches already account for 12% of all Google queries. In addition, Gartner predicts that 30% of searches will be on devices that don’t have a screen, such as smart speakers, by 2020. These numbers suggest a major shift in the way marketers will reach consumers because people won’t be looking at their screens anymore; they’ll be listening for the information they want.
As a result, traditional online techniques like keyword optimization, email marketing, and social media marketing might not work at the same levels in 2020 and beyond.
The good news for marketers is that new trends in voice marketing are emerging, and each one is an opportunity to reach consumers in this new retail environment.
1. Optimizing content for voice searches
As more people speak their queries out loud, rather than typing them, marketers will have to adjust the ways they reach out. Consumers speak differently than they write, which means that marketers have to optimize their content for speech.
For example, when typing into a search engine, users are likely to simple phrases like “buy tape” or “homes for sale” to find those items.
When speaking into a smart speaker, however, the same person might use more complex phrases like “where can I buy tape?” or “I’m looking for homes for sale” to make the same query.
Although these differences are subtle, Google’s algorithm probably won’t provide the same results for both types of phrasing. We are likely to see search engines give content that identifies a person’s speaking patterns a higher position in their voice-search rankings.
Marketers must prepare for this shift by writing more conversational SEO pieces, integrating speech-like phrasing into their articles, and advertising in entirely different ways.
2. Using compatible marketing methods
One issue we’ve seen with voice marketing is that some advertisers aren’t using the right type of content.
For example, a consumer searching for information on nearby restaurants while driving doesn’t need a long-form article on local eateries. This person wants the name and location of somewhere to eat, probably with a good reason to eat there (such as its Yelp rating or a micro review).
Email marketing, while perhaps the most efficient way of landing customers, doesn’t work in this scenario because it’s too slow and doesn’t provide the information when users need it.
These issues go back to the fact that more people are searching without screens, so marketers must have audio messages available for them to access.
So, what do you do?
Advertisers are now beginning to create audio-based marketing that provides the information that the customer needs in real-time, without having to read anything.
Podcasts are an excellent example because users can listen to them anywhere. Audio newsletters and YouTube videos also provide on-the-go voice marketing.
You might also find offline marketing methods like television ads, radio spots, direct mail, and even billboards more useful because they’re accessible for people who aren’t searching with their screens.
It doesn’t end once consumers see an offline offer, though, because getting those people to your sales page remains the goal.
3. Integrating online and offline marketing
When using offline marketing methods, convincing the person to interact with your online content remains the goal.
But how do you go about this?
One of the most exciting new marketing trends involves combining offline marketing with voice-activated devices to create a seamless advertising experience.
The idea is that through their voice-controlled devices, users can immediately accept offline offers that they see or hear.
For example, you can present a promotion, offer, or free piece of content to the consumer through an offline medium like the radio. Your marketing collateral might include a code that provides access to the exact product that you’re promoting.
The customer will then use a voice-activated device like a smart speaker to access the item with the code. Information on the offer is then texted or emailed to the user’s mobile phone.
This technique provides tangible results for offline marketing efforts while also putting the offer in front of the customer’s eyes. It takes multiple impressions for an individual to remember an offline ad enough to access a product later on, but this technique improves conversions by sending the proposal for them to look at when they have more time.
Using this technology also addresses people’s unwillingness to make purchases directly through their smart speakers because of data safety concerns. Consumers are far more comfortable ordering from their smartphone or computer, so getting them to your website or product page should remain the goal.
Respond Fast is a pioneer in voice-activated call-to-action technology. We offer a solution for marketers who want to see the results of their offline marketing campaigns while tying them together with voice technology. We’re at the forefront of this new trend, so contact us to learn more about what we can do for your business.