A new study by Publicis Media takes a more human approach to understanding the opportunities that voice presents for brands and marketers. While still an emerging sector for marketers, the study identified some key opportunities for brand engagement that are unique to voice.
NEW ENTRANT PACKS A MEMORY PUNCH
Two years in, smart speakers and voice interaction already boost unaided brand recall by 2X when compared to TV, putting them on par with native mobile. Marketers should dial-up context to stimulate in-the-moment category connections, set utility and enjoyment goals for content creation and build discovery strategies to raise awareness.
ROBOTS AREN’T GOOD STORYTELLERS, YET
Despite being one of the hotly-anticipated functionalities, storytelling in voice is very hard to achieve – primarily due to the lack of authentic emotional range, which results in a drop in attention and interest as users get caught up in the voice mechanics. There is growth opportunity for marketers who invest in emotional range to increase human-like interaction.
ALL PART OF THE FAMILY
There is a shared sense of ownership when smart speakers are used in the home. However, the presence of AI/robots in the home is also presenting new challenges for parents to navigate from manners to appropriate content. Parents should be a priority audience for voice with content spanning the range of parenting experiences. Brands should also capitalize on the reduced reliance on screens and facilitate shared moments via the smart speaker.
Voice is unlocking a new freedom to multitask in the car, turning what has previously been downtime into productive uptime. Poor voice recognition while driving carries a high irritation factor as there is less room for glitches in an environment where accurate information delivery is crucial. Reducing complication should be the first priority when developing voice for in-car usage.
REINVENTING THE ROAD TRIP
We challenged users to hack their Alexa Dots into their cars, prompting drivers to reinvent their entertainment experiences on the road – particularly for longer trips and commutes – and ultimately make it a more sociable experience. It was a welcome change from the individual use of mobile phones/tablets in the car. This provides opportunity for brands to partner with car-makers, tech innovations and entertainment brands.
Author: Kate Sirkin, EVP, Data & Partnership Lead, Publicis PeopleCloud