CIO , Data
Brand voice has long been a product of written copy, whether it be on websites, marketing materials or email newsletters. Voice is making it’s way through each industry, redefining how consumers see their favorite brands while giving those brands a way to connect with their audiences on a deeper level.
Most importantly, it is allowing consumers to find their voice.
According to AdWeek, the voice recognition market will be worth over $600 million by the end of 2019. And by the end of 2022, the voice market will be a $40 billion industry with over 50 percent of American homes including at least one smart speaker in their space.
With this knowledge, brands are repositioning themselves to rethink brand building in the era of voice technology, a strategy that is now vital to their success and survival in the MarTech landscape.
The Effect of Smart Speakers
Most experts say that the effect of smart speakers and personal digital assistants in smartphones to IoT devices will be unprecedented. Just as social media eliminated barriers between brands and consumers, voice technology represents another turning point where brands can get closer to their target audiences than ever before.
However, experts predict that consumers will eventually stop searching for products on their own and start heavily relying on their voice assistants to do the work for them. That being noted, this ultimately creates immense pressure for brands to find a voice that resonates with their customers. To survive, brands will need to refashion their SEO, brand-building, and data strategies to create something that customers will run to and return to over and over again.
Reinventing Your Approach
When it comes to voice search, companies will have to understand how to make their content relevant and indexable within the context of how a user queries something with her voice and diction rather than typing.
“Most CMOs aren’t currently focused on brand voice as a strategic initiative, but voice is an avenue for increasing visibility and growing the brand, two key objectives of any CMO. Brands that want to remain relevant should invest in understanding the technical aspects of voice search as well as developing a holistic voice that encapsulates their brand, no matter the platform.” AdWeek.
In addition to figuring out their SEO strategies and building their brands on voice platforms, marketers should focus on their data strategies to prepare for the voice era. Why? It is because voice is based on AI and machine learning, which is based on data and two of the biggest technologies impacting marketing.
With AI’s help, brands will be able to read contextual clues to refine their customer model by what stage of the buying journey someone is in. With this information, brands will be better positioned to fine tune their voice in accordance with their intent with that particular customer.
All in all, voice is the future, and that is not surprising. As technology continues to advance, the CMOs who are prepared for this shift will be the ones whose brands win the biggest market share in the future.
ABOUT TRANSFORMATIONAL CMO
This October, the 8th Transformational CMO Assembly in Denver is a unique event that challenges our attendees to learn how to anticipate what’s next for the highly complex marketing environment that has emerged throughout the year through a series of executive education roundtables, keynote presentations, collaborative think tanks, educational workshops, and networking sessions with our industry experts and advisory board over the course of 2 days.
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Jenny Schecher is a Client Services Director & Social Media Manager at The Millennium Alliance. Jenny is an avid contributor to our blog, Digital Diary, as well as all social media platforms. When she is not writing about digital transformation and technology, she is working with her team to make visions come to life at our events. (and eating all of NYC's best food.) Follow her on Instagram: @jennyschecs or find her on LinkedIn!
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