Optimize for voice searches
Another great development of recent years has been the smart speakers. First of all, let's talk about what smart speakers are and what they are for. They are part of the new virtual assistant concept, capable of satisfying your requests and needs, understanding the way you express yourself naturally. Its technological heart is a computer program that is based on continuous information algorithms, therefore, learn from your family and domestic ecosystem, as well as your habits and customs.
Smart speaker marketing
According to Social Report, in 2018 56 million smart speakers were sold. However, despite the growing number of people asking Alexa, Siri and Google Home questions, marketing and advertising opportunities have been very scarce. But this begins to change, because with this new form of human-machine interaction, brands have a new communication channel for their products.
Because the advertising path is blocked, brands have discovered that they have options with smart speakers. How is it achieved? Well, there are two ways to integrate this channel into your brand:
Audio content is becoming increasingly popular. Advertisers create specific content for smart speakers. Delve into the technique to get a ranking in voice search results so that smart speakers can get their answers first. Work on search positioning through smart speakers.
Create Alexa skills and Google Assistant actions that entertain people or provide a service, which improves brand recognition and loyalty. The first brand to develop a “branded skill” for Alexa was Uber who implemented the reservation of routes using Amazon's voice and assistant.
This is a great challenge that marketing professionals will have to assume, because creating a new SEO for this new sales channel will not be an easy task. To achieve a good SEO in this new technology, its language must be adapted to this new reality, the structure In the United States only 0.4% of total e-commerce sales in 2018 have been achieved from smart speakers or voice assistants.
How does the user react?
Privacy is a sensitive issue for people, so allowing ads on smart speakers more generally is an idea that is likely to be affected by the fear of users that this would bother. In 2017, Google had serious criticism when its Google voice assistant referred to the premiere of the new movie Beauty and the Beast in its summary of the day. Although Google insisted that the mention of the film was not really a paid advertisement, it felt like some kind of intrusion for some users.
Following a survey conducted by Adobe, in June, it was discovered that 42% of smart speaker owners prefer voice ads to television and online ads, compared to 39% in February, according to Forbes. Positions may be changing since 43% of respondents said voice announcements are less intrusive than television, print, online and social media ads.
At the moment smart speaker manufacturer companies are choosing to propose a strategy to implement voice advertising.
"This is the dawn of a new mode of consumer behavior," says Mirsky. "People are creating new behaviors and habits. Brands recognize that this is important."
Brand awareness campaigns are the most common in audio advertising in its early stages, according to Lewis, although direct response ads can also be effective over time.
Of course, the screens will not disappear completely. Therefore, advertisers and publishers will continue to invest most of their time and money in traditional and visual ads on the Internet. But as smart speakers continue to appear, advertisers are expected to address their consumers both their ears and their eyes.