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Five ways voice assistance is improving marketing

Voice Assistant_Artboard 1

If you’ve ever used iPhone’s Siri for a weather update or Amazon’s Echo to listen to the latest tunes, then you are part of a growing number of tech-savvy people getting hooked onto voice searches. Research shows that 58% of consumers surveyed have used voice searches in the recent past. And tech companies are well aware of voice automation’s potential to redefine consumer-business relationships. So, if you are wondering how this technology can take your marketing strategies to the next level, read on.

Personalized experiences

Voice assistants do more than just reply to queries. Google Assistant and Amazon’s Echo offer personalized results based on previous searches and browsing patterns. Let’s say a potential customer is looking for a pair of sneakers. As they keep browsing, their search history is tracked and the results are tailored the user’s query. This means, brands can now deliver custom messaging and create an experience that matches customer requirements.

Relevant information

One of the most useful elements of a voice-based search is its ‘snippets’ feature. Voice search assistants give customers a ‘snippet’ of information from relevant websites in response to their queries. For instance, if they ask Siri where Croatia is located, the search result will include a brief description of the geography of the country.

Efficient search

Voice searches give fairly accurate results while redirecting queries to relevant websites, thereby reducing search time. Google Assistant even directs users to the website’s app to read more. And not just that, voice searches are being modified to respond to diverse languages, and marketing strategies are evolving to keep up with varied regional queries.

Boost advertising

Voice searches are transforming the advertising space. For instance, if a user wants to buy a laptop, all they have to do is a voice search. And based on the given specifications, brands will advertise directly to them through customized results. Right now, voice assistants can’t create content but that will soon change once companies like Amazon and Google allow brands to advertise directly on their platforms.

Increase engagement

Companies and brands can create new retail experiences and offer better results with voice-based searches. Whether it’s ordering a pizza or comparing costs of mobile phones, voice-based searches makes it easier than typing out a query. Tech companies are also developing language-agnostic platforms that automatically detect language and respond in the same. This will simplify queries and engage a large part of the global population who don’t necessarily speak English.

The popularity of voice assistants is changing the marketing landscape slowly but surely. Brands and businesses realize that curated voice-based results ensure better customer engagement, and are willing to tap into this emerging space. It’s only a matter of time until voice-based queries give text-based search a real run for its money.

Marketing Maximus Magazine by Pink Lemonade

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