What Will Alexa Say Next?
We then turned our attention to the future, and asked Ashley what she thinks will be the next big thing in digital marketing: voice.
Right away, Ashley tells us of her friend, who correctly predicted this trend a few years ago.
“It was just a little zygote in the world, and all of a sudden the conversation around voice just started to explode. Brands began to utilize these voice assistants to have a more robust conversation with their consumers. All of a sudden, people started paying attention to all the places that voice was about to go.”
We talked about the evolution of voice, even from one generation to the next.
“I had a mentor in marketing who said that if you want to see what’s next and you want to track innovation, just pay attention to what the kids are doing,” Ashley points out. “Watching my kids use the voice assistant, they use it in a completely different way than grown-ups do.”
And now, it’s not just the kids, but everyone from grandparents to branding professionals who are realizing the incredible potential of voice automation. But with this potential comes a whole new frontier of marketing limitations.
“It’s almost like we’re building a new internet,” explains Ashley. “A lot of people think Alexa pulls from web results. She doesn’t. She pulls from Wikipedia and press releases, so if you have a website built with all the content you want your consumers to know, the voice assistant isn’t gonna repeat any of it. You have to take the content you want the voice assistant to say and build it on their platform.”
And, as Ashley points out, voice assistant platforms are not compatible. So content made for Alexa will not work for Siri, will not work for Google Home, and will not work for any other voice assistant with their own individual platform. However, innovation advances at the speed of light, and a software exists that translates the content to every voice assistant platform.
“If you can get past the defensive play of wanting to control the experience that a consumer has when they ask about your brand, it’s a blue ocean. All that needs to happen is that you just need to build the content. And if you’re the first to market with a response, you will be the first response that the voice assistant reads out.”
A World of Possibility
“There is so much opportunity,” says Ashley. “Anything with a screen obviously has video capabilities. There’s a lot of possibilities to marry your voice response with video creation and provide a much richer experience for those consumers.”
Creating a multichannel brand experience can help propel your business to the next level as the world of communication evolves and becomes more immersive. Imagine the possibilities for a brand to not only provide information to their consumers, answer their questions and concerns, but also create an entire experience—complete with compelling visuals and instant voice communication—to welcome new and existing customers into your brand.
To Ashley, it’s a no-brainer for the future of digital marketing.
“Combining voice plus video is probably one of the strongest experiences you could give to a consumer.”