Five Things To Know About Voice Right Now

One of the advancements that is quickly becoming accepted at scale is voice activation with Google and Amazon in a race for supremacy amp160More than fiveamp160billion consumer devices supporting digital assistants will be in use this year with another 3 billion added by 2021amp8230 and manufacturers have every incentive to virtually or literally give away the hardware to ensure an installed base for marketers getting ready to make voice a serious part of their plans amp160JPMorgan Chase became the first major brand to name a quotvoice AORquot in the last few weeks and this is barely the beginningHere39s what marketers need to consider right now amp160amp160amp160amp160Determine whether this might be your next owned media channel amp160While purpose and experience are obviously very different growth in smart speakers and the quick adoption of voice assistants remind me of the early years of Facebook amp160Back then we advised brands to establish their owned presence on the platform and create engaging content to keep the audience loyal to their social handles amp160When consumers begin to gather around what looks like the next big thing the logical reaction is to consider establishing a beachhead and it39s possible that the first real marketing presence to emerge on voice assistants will be the next opportunity for owned mediaGiven Amazon39s primacy in the space and the frequency of transactions CPG and retail may be the first sectors to see brands step up in this way Next is likely to be other fastmoving categories such as travel shared economy brands like Uber and Airbnbamp160and digitalonly service companies like Indeed and Seamless amp160If I favor American Airlines how much will AA bid to provide me with travel and weather forecasts amp160Or if I39m interested in new job listings wouldn39t Indeed want to be sure it quotownsquot the members using this new channel amp160Brands in these sectors will be the first to seize opportunities in the voice assistant landscape and build integrations with the major providersamp160Take a testandlearn approach amp160Until there are enough transactions to throw off usage data that can be properly analyzed brands will build integrations based their best guesses amp8230 and this is ok amp160Over time consumers will lead the way amp160Meanwhile marketers willing to take a trialanderror approach will have greater reason to involve strategy and consumer insights teams that can begin conducting adhoc analyses that will push them out in front of their competitors amp160Think about the advertising possibilities amp160It39d be naamp239ve to think that voice assistants with large and engaged user bases will remain adfree for long amp160The more interesting question will be the role and format of advertising amp160The voice assistant platform has the potential to serve both upper and lowerfunnel needs amp160Think of the voice versions of radio upper and search lowerPrepare for yet another wrinkle in your measurement strategy amp160As if data analysis and measurement isn39t complicated enough the complexity of voice and the variability of its use across companies and verticals will challenge all of us amp160I39m imagining brainstorming sessions on VA ad standards KPIs data collection and attributionAnticipate new adtech solutions amp160We do not yet know if standard ad servers will work with voice or how we will record parse and analyze all the data thrown off by voice transactions amp160I expect fullycustomized ad serving and measurement tools to be developedAlthough none of this will happen tomorrow I expect the pace of change to be speedy amp160As a result I would recommend that marketers fold voice into their existing innovation and product development timelines and find ways to expose their teams to the latest in voice amp160Most marketers may not be ready for a voice AOR but it39s not too early to envision a world in which voice will be a regular part of our vernacular amp8230 and our marketing plansClick 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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Five Things To Know About Voice Right Now

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Five Things To Know About Voice Right Now

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