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.
Leading global brands like Estee Lauder, Vogue, and Disney are using voice technology in their marketing, and smart marketers are learning from their success.
What do Disney, Estee Lauder, and Vogue have in common? They’re all using voice technology to benefit their customers, provide better value, and increase brand engagement.
While these brands have substantial budgets, voice technology is surprisingly affordable, and businesses of all sizes can learn from their strategies and add some of the tactics to their own marketing plans.
Here’s what you need to know about how some of the world’s most successful corporations are using voice, and how your business can use it, too.
How Disney is using voice
Disney is one of the world’s most famous brands, and it has the ability to use technology in countless ways.
One of the ways it’s employing voice technology is in Disney’s partnership with Google Home to offer sound effects while parents are reading stories to their children.
The smart speaker follows along with the story, inserting these sounds at the appropriate time, adding an entirely new experience for kids.
It’s also possible to play Disney-based games through Google Home. Available games include Cars, Mickey Mouse, Moana, and Disney Princesses. All of them give children and parents alike the chance to interact with their favorite characters, and with the Disney brand.
Disney’s current aim is to promote the sale of more books and games, but the effect goes beyond the immediate product impact to Disney’s brand and voice technology itself. By showing parents and children how easy it is to have a great Disney experience at home with the help of voice tech, they’re laying a customer experience foundation that will make these users more open to voice purchases of future Disney products and voice technology in general.
What Estee Lauder is doing with voice technology
Beauty brands are always looking for even a slight advantage over the competition, which is why Estee Lauder created a Google Action for use with the Google Home smart speaker.
This Google Action, called Liz, provides users with beauty tips and daily reminders to continue with their skin-care routines while using Estee Lauder’s line of products. Once customers set up the Action, it will let them know when to apply moisturizer and other products, ensuring they get the best results from Estee Lauder’s line.
The app can even provide product recommendations, encouraging users to make additional purchases and buy new items they haven’t used before.
Estee Lauder’s use of voice technology works because it provides free value to customers while opening the door for more sales. That’s a theme among these big-brand voice experiences: The serve the dual purpose of providing added value for free while opening the door to cross-sales, up-sales, and just more sales.
Vogue Magazine and voice
Vogue Magazine’s use of voice technology also provides additional value to customers who have already bought the product. The magazine presents a phrase to use with readers’ Google Home devices that give them more content related to the article they’ve just read.
For example, Vogue published an interview with Jennifer Lawrence, and readers could say, “Ask Vogue to tell me more about Jennifer Lawrence.” From there, the Google Home device would cut to an audio clip from the interviewer that provided more exclusive content.
Before receiving the content, however, users had to answer a question, providing Vogue with valuable information on who is buying their products and interested in this article. Users could then answer more questions for even more audio content.
Vogue’s use of voice technology is a valuable data collection tool that also gives readers an inside scoop on a popular celebrity.
Your company can use voice, too
Your business can use voice in a variety of ways, as well, bringing you closer to your customers and increasing engagement with your brand. You don’t even need your own app —Respond Fast’s Voice Activated Call to Action (VACTA) does everything for you.
With Respond Fast, you’ll present consumers with offline advertisements in the form of direct mail, radio spots, television commercials, or billboards that include a special code or phrase.
From there, the customer launches Respond Fast on his or her smart speaker, says the code when prompted, and is presented with an offer from your company made available on his or her smartphone. This technology allows you to interact with customers and bring them to your other marketing channels, collecting data in real-time along the way.
You’ve seen how other companies are using voice, and now you can do it, too.
Contact us today for more information on Voice Activated Call to Action technology or to begin your first campaign.