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.
Why Consumers Are Using Voice Technology
Voice technology is becoming more popular because it fits seamlessly into our busy lives, and marketers can take advantage to appeal to customers no matter where they are.
More consumers are using voice technology every year. TechCrunch reports that 146.9 million smart speakers were sold globally in 2019, a number that is up 70% from the previous year.
As a result, marketers are looking for ways to engage with customers who use smart speakers. But it’s important to understand why people use the technology in the first place.
To multitask when they’re busy
One of the key benefits of voice technology is that it allows consumers to conduct searches and make purchases when they’re busy with other things.
For example, a mother at home with her children rarely has a quiet moment to pick up the phone or sit in front of a computer. When using voice technology, however, she can ask a question and receive an immediate answer.
The speed of voice technology applies to other scenarios, too. In fact, according to Google, 38% of voice users interact with smart speakers or virtual assistants while watching television, as they can ask questions or research potential purchases without having to look away from the TV screen.
In addition, 23% of adults report using voice search while cooking. It makes sense that most of these interactions would be the consumer asking for instructions, but it could also involve making a list or ordering ingredients that have just run out.
Voice technology provides advertisers with new opportunities to get their message in front of consumers.
Searching on the go
Another trend we’re seeing is people using voice technology when they’re not at home.
When driving, for instance, it’s hazardous and often illegal to use a mobile device unless you’re doing so in a hands-free mode. Many consumers, however, have their phones hooked up to their car speakers via Bluetooth, and, therefore, can still use voice search.
This capability permits drivers to complete voice searches while driving, so they don’t have to pull over or wait until they reach their destination. Amazon has also developed Echo Auto, a device that puts the Alexa voice assistant right into your car. And GM is implementing Alexa into all their 2020 vehicles.
We’re also seeing more people use voice search while on public transit, in restaurants, and at the gym than in previous years.
How customers are using voice
Of course, people use voice technology for a variety of reasons, which you’ll want to be aware of when advertising.
According to Narvar, a firm specializing in customer retention platforms, 51% of consumers who use voice do so to research products they might purchase in the future. An additional 36% use voice to add items to their shopping lists, and 22% use the technology to actually make a purchase.
These numbers suggest that the average customer isn’t yet using voice to buy products or services, but has no problem conducting research this way.
Integrate voice into your brand’s message
If customers aren’t necessarily buying through voice, but they still use it to seek information while on the go, how do you leverage the technology to create value for your brand?
The answer is by using voice technology as a natural continuation of the sales funnel.
Respond Fast’s Voice Activated Call to Action™ technology allows you to advertise to your consumers through offline channels and enable them to access more information via voice. Whether it’s direct mail, radio ads, television commercials, or any other offline marketing method, an offer code or phrase is featured on an ad that the customer can use through their smart speaker when they launch Respond Fast.
Additional information, an offer, or link is then sent to the user’s smartphone through Respond Fast, which the recipient can easily reference when he or she is ready.
In taking advantage of this technology, you allow customers to respond to your ads when they’re busy and consider them further when they have more time.
Hit up our contact page for more information on how you can start your first Voice Activated Call to Action campaign!