More of/Less of: More Gen Next, Less Gen Now on the Road to a Voice Strategy

Ms Rigg39s comment sparked an idea that caught fire when I read a paper that OMD Create team member Elena Havas pictured above wrote to help clients access their brand39samp160voice marketing readiness and compatibilityamp160 Why not use this space to showcase more of the next generation of leadersamp160and less of the current oneamp160 With that thought in mind I sat down with Elena to discuss her roadmap to voice marketingMainardo de Nardisamp160 Elena I was very impressed with your paperamp160 What inspired you to create the voice roadmap Elena Havasamp160 With consumers growing more comfortable with the voice economy our clients are increasingly eager to jump into this new medium To make sure that they aren39t taking a quotreadyfireaimquot approachamp160to the category we wanted to give them a framework for consideration and an approach that would support creating a strategy for longterm transformation into this new mediumde Nardisamp160 You broke the process down into three steps Listen Tune Amplifyamp160 Can you walk us through each stepamp160 Havas The first step quotListenquot is about observing the current landscapeamp160 What are brands within and outside your vertical are doing to incorporate voice technologyamp160 Which digital properties tools experiences oramp160assets can your brand leverage to offer something valuable in an increasingly cluttered spaceamp160 New features and communication modes should provide convenience solving a need or consumer desirede Nardis amp160In other words don39t spend the time and resources building a consumerfacing product just to say you didHavasamp160 Exactlyamp160 Many brands have made the mistake of forcefitting voice products into their customer services especially at the wrong time because they didn39t stop to ask if this is making communication between the brand and the consumer simpler or betteramp160 If voice technology can39t support that key value proposition it39s not the right timede Nardisamp160 So how do you know when it is the right time Havasamp160 First pick a starting pointamp160 Assess which features or products your technology can support along with what your consumers may be ready to adopt both now and lateramp160 Begin with owned and existing propertiesamp160before jumping into the voice assistant skill or action product realmamp160 By investing in a clear and cohesive voice strategy up front you are futureproofing for technology advancements to comede Nardisamp160 What is the key question to ask in the quotTunequot phaseamp160 Havasamp160 How can your mobile app website chat bot social mediaamp160or upcoming advertising campaign work to incorporate new voice technology or an established voice assistantamp160 There are short term ways to fine tune your brand39s voice presence something as simple as enabling quotvoice to textquotamp160keyboard support or optimizing your quotquick answersquot on Google AdWords for better SEO on voice assistant platformsamp160 This year we expect to see a continuation of lower price point smart speakers to drive market penetrationamp160 As gifting grows during the holiday season this Q1 might be the right time to begin building an action or skillde Nardisamp160 What if a skill or action is too much of an investmentHavasamp160 Tapping content partners and voice publishers for sponsorship is a lowrisk way of entering the spaceamp160 If you do have a supported experience on a voice assistant platform you should be iterating and optimizing your product by adding new features adjusting for seasonal contentamp160or expanding your reach to another voice assistant platformde Nardisamp160 Is it correct to say that the third step quotAmplifyquot isn39t so much a progression from the second step as it is an alternative to itHavasamp160 Absolutely rightamp160 So let39s go back to the end of the listening phaseamp160 If you39re done your assessment and you conclude that investing in a voice product or experience doesn39t fit your brand39s strategy at this point consider testing voice as a channel that amplifies a leg of an upcoming media campaignamp160 Try moving budget from traditional awareness channels and test something entirely new within emerging voice platformsamp160 A shortlived activation may give you the type of user learnings you need to invest in something greater down the roadClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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More of/Less of: More Gen Next, Less Gen Now on the Road to a Voice Strategy

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Mainardo de Nardis

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More of/Less of: More Gen Next, Less Gen Now on the Road to a Voice Strategy

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Mainardo de Nardis

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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