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Voice as a medium for marketing

Marketing is an essential part of any business for brand awareness, lead generation, and countable success in the market. Marketing trends have been still evolving, and numerous techniques are coming up for better marketing outcomes.  

Digitalisation has changed the conventional marketing concepts of text and image and extended them to different digital media forms. Apart from the company website, marketing professionals use other promoting sites, social media platforms, and personalisation to increase the visualisation of the brand.  

Text, image, animation, videos, audio, and conversational engagements are used in modern marketing methods. Recently, animation and video marketing leapt with an increasing number of smartphone, computer, and television users. As a result, advertising became the prime choice for marketing products and services on these platforms.  

Moreover, with new conversational products like Siri and Alexa, voice search started gaining popularity among people. Voice technology is used in a voice bot that is software powered by artificial intelligence (AI) to allow a caller to navigate an interactive voice response system with their voice. 

Importance of Voice technology

Voice platforms are becoming leaders in content search, conversational engagement, interactive campaigns, and voice marketing as they will become the medium of commerce across markets. It enables hands-free interaction between the voice-assistant device and the user that enhances the communication while reducing actions required in interacting on devices such as tap, type, or swipe.  

Voice-enabled brands must include voice technology in the entire value chain from pre-sales to post-sales to enhance customer experiences and conversational engagement. The immersive and accessibility to a large section of the society irrespective of their literacy, language, and culture help gain customer loyalty.  

According to the research done at the MMA Marketing Reckoner, about 57% of the marketing professionals think that voice search has the potential to bring a significant impact on the marketing sector.  

Voice Search

Voice search is becoming popular as it mimics natural behaviours easily. It does not need typing a question or related keywords. Talking is the most instinctual and straightforward thing to do to speed up the exact search of interest on the smartphone.  

Voice search intimates the potential communication between a consumer and a brand, giving brands a better opportunity to match queries with an optimistically relevant and valuable answer. It requires voice SEO to understand most search voice content, voice website, and voice search.  

Voice search is better to interpret for internet, such as when typed a set of keywords like ‘COVID-19 treatment’ then google will not be able to analyse if a user wants to know what is COVID-19 treatment or how to treat COVID-19 or if a user is looking for COVID-19 treatment nearby. But if it is searched through a voice like ‘enlist COVID-19 treatment centres near me’, it can help get an exact answer. 

Voice as a Medium for Marketing

Marketing is the critical function in a company that keeps looking for better opportunities and future-focused plans to grow and sustain the brand. It leads marketers to look for leading-edge technologies, innovation, and solutions in planning roadmaps in this digital age. They keep experimenting to reach new heights of success in creating a brand.  

Increased use of internet and smartphone users is helping digital marketing campaigns to get a maximum number of people through advertising on the website, social media, and targeting a specific audience. Conversational engagement and interactive campaigns elevate brand engagement and customer experience.   

The voice recognition market was around 10.70 billion United States Dollars (USD) last year and is estimated to reach 27.155 billion USD by 2026. The Compound Annual Growth Rate (CAGR) for this forecast period is 16.8%. Demand for the voice-enabled virtual assistant system, voice-activated systems, and voice-enabled devices is driving the market growth.  

The voice assistant onboarding of brands is rising in retail, smart home, banking, healthcare, connected devices, and automobile sectors. Marketers onboard their brands on google assistant to leverage conversation with their customers using voice search, voice SEO, and interactive campaigns. Several onboarding platforms are available that help in onboarding these brands, such as Boltd.  

Voicebot industry players support the voice technology market growth through geographic expansion, mergers & acquisitions, and product partnerships. They are involved in enhancing the approach of dialogue and conversation, AI development in voice marketing, and integrating conversational engagement and experiences.  

Boltd is a leader in perfectly onboarding brands with Google assistant platforms like conversants, Alexa, and mobile app solutions. Voice search is highly adopted in different consumer demographics. An American Analytics Company estimates 50% of the searches in 2021 will be based on voice.  

The research and developments in voice recognition technologies are improving various processes involved in voice marketing, such as voice SEO analysis, optimising voice websites, conversational engagement for voice-enabled brands. Google has estimated exponential growth in Google’s mobile app, and android device voice assistant as Google voice assistant is already available for more than 400 million devices and will increase tremendously in coming years. 

Conclusion

Digitalisation has been bringing many transformations in market trends and demands, impacting marketing strategies and campaigning. The Voice assistant market is segmented into retail, healthcare, e-commerce, automotive and Banking, Financial Services, and Insurance (BFSI) sectors.  

The inclination towards digitalisation and improving customer experience is attributing to the high demand for AI-powered voice assistants. Widely used digital assistants are Apple Siri, Amazon Alexa, Microsoft Cortana, Google Assistant, and Samsung Bixby. To get onboarded on the digital assistant, check out Boltd’s services.