Suffice to say – voice assistants are decidedly the next big frontier for marketing and advertising.
The rates of use and adoption from the public are only going up, and it’s estimated that by 2020 50% of all searches will be initiated via voice.
Some brands have adopted the strategy of waiting on the sidelines for the market learnings to gather, with the plan of using them to develop and launch an effective voice strategy in the future.
The problem with this, however, is while those brands are waiting others are already securing valuable voice real estate in the same way that early adopters of the web did.
These forward-thinking brands realize voice assistants are opening numerous doors to let them become even more accessible to consumers. They’re able to reach many more people through ease of use, convenience, and a relatively unsaturated platform where their voice can be heard. The last point is particularly important to newer brands that may have a harder time competing with entrenched web positions. Because voice marketing is still relatively new, the number of competitors in the voice space is orders of magnitude lower than on the traditional web.
In terms of actual marketing strategy, advertisers and marketers are best advised to think like a consumer’s voice – and make their online and voice-based content an answer to a key question. Voice-initiated searches are inherently different from online searches. Voice users are frequently looking for a specific answer instead of a list of possible results. Savvy marketers will hone their voice-optimized content to confirm to this style of search.
The companies that control content for voice assistants are looking for brands to take positions of authority when it comes to different areas of questioning. Therefore, brands that take initiative and adopt voice-friendly formats for their content will reap the greatest rewards. Examples of web markup that is more friendly for voice assistants includes structured and linked data as well as “speakable” text that is optimized for text-to-speech.
This new technological paradigm may seem intimidating for brands that feel they don’t have the resources to invest in brand new initiatives, or overwhelming to those who don’t quite understand what this voice stuff even means for their current strategies.
Peck is here to ease this process, and make voice technology as easy to understand and use as possible through our platform.
Think of us as WordPress for Voice — making it simple for you to program voice assistant plugins for your brand, thus making it accessible through voice to brand new audiences of millions worldwide. And it all starts with your existing web content!
To learn more about Peck, your next steps, and everything that can happen in between, visit our website.
We’re so excited to help you usher into this next, incredible phase.