Sound as a Brand, Voice as a Channel
We know sound plays a pivotal role in brand marketing. Sound helps your brand tell a story and feel like something real and memorable. But the power of Sound exceeds bolstering brand identity; it also introduces a world of more inclusive opportunities and easier ways for users to communicate, search, consume, and transact via Voice as a channel.
Voice marketing has been booming the past couple of years and for good reason. What exactly is voice marketing? It’s a channel of marketing that utilizes voice technology to reach customers. Think the Alexas, Siris, and Google Assistant’s of the world that seem to have taken over our homes, cars, office settings, and more.
Voice enables increased information accessibility, and effective task automation, and populates quick results in a hands-free, interactive way. Voice is intuitive, fast, more efficient, and easier for our brains to process compared to reading/typing text. NPR and Edison Research state 57% of “voice command users used voice commands daily in 2022.” From Siri to Google Assistant, to Alexa – AI (Artificial Intelligence) and voice search has been infiltrating our lives, and there’s no sign of it slowing. It’s expected that by 2024, voice marketing will reach 8.4 billion people. With this explosion of voice as a channel, let’s take a minute to voice our thoughts on the benefits of this rapidly growing channel.
Why might Voice trump Keyboard?
Nearly everyone in the modern world has a voice assistant in their hand or pocket, and likely a smart speaker not too far away. But aside from easy access, voice as a channel helps more people with disabilities (both physical and language based) to use technology. For example, dictation software enables people without vision or the function of their hands to operate a computer by using their voice. (Of course, voice marketing can create challenges for people who are hard of hearing or Deaf. Provide a transcript with your audio content to be more inclusive). All markers should aim to be as accessible as possible, and Voice can be a huge aid in the quest for accessibility.
- Improved CX = Increased Engagement
With text-to-speech and AI tools, the process of content creation becomes more manageable and allows companies to reach consumers in a new, engaging way. Voice marketing content captivates, converts, and retains customers, especially customers that don’t like to consume long-form written content. It’s not just more engagement in personal audio books or articles, consumers are using voice as a means of education and communication for business-related research and transactions. It allows users to multitask; it’s efficient and more productive for the user, and more manageable for the content creator, making for a digital marketing strategy that is results-driven and prioritizes the customer.
- Lead Qualification
Voice can be used to ask prospective customers questions like “what’s your name and email” and then populate the responses on the form. It can also help answer customers’ questions. Customers now don’t have to sift through lengthy FAQs and knowledge bases to get the exact information they’re looking for quickly – they can connect with a voice assistant to get their questions answered. This approach of course can’t answer every question, but it is a great starting point to help guide users to the content they’re looking for quickly and easily.
Sounds great right? Voice as a channel is still constantly evolving and as we’ve seen has huge benefits for both companies and consumers, but we know our old friend Mr. Keyboard isn’t going anywhere any time soon, either. So how can marketers optimize their more traditional marketing strategies to better accommodate voice as a channel? Contact Bluetext today for help on improving your digital marketing strategies, and check out our tips for optimizing a website for voice.