{"id":131785,"date":"2019-01-21T09:00:00","date_gmt":"2019-01-21T09:00:00","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=131785"},"modified":"2020-10-14T07:10:36","modified_gmt":"2020-10-14T06:10:36","slug":"using-smart-speakers-as-a-marketing-channel","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/managing-digital-marketing\/marketing-innovation\/using-smart-speakers-as-a-marketing-channel\/","title":{"rendered":"Using smart speakers as a marketing channel"},"content":{"rendered":"

Voice technology will be huge in 2019, with smart speakers driving this revolution. Let\u2019s look at some of the key ways voice can boost marketing activity and engage audiences<\/h2>\n

A bit of background<\/h3>\n

Voice technology uses Natural Language Processing (NLP) and AI to provide a more intuitive way of interacting with devices including smart speakers. Although the underlying technology has been in development for decades, it is only with recent advances in computing that it has been practical and reliable.<\/p>\n

Now let\u2019s take a brief look at the main smart speaker platforms.<\/p>\n

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Amazon Alexa<\/h3>\n

Currently the most popular smart speakers with global sales of 100 million devices. Alexa technology is available in a wide range of devices from the entry level Echo Dot through to screen-based Echo Spot and Echo Show devices. Crucially, Amazon also licenses the technology to other manufacturers, so it is platform agnostic. Alexa has recently been made available for Windows 10, Xbox consoles and even a microwave oven.<\/p>\n

Additional capabilities can be added to Alexa devices via Skills. These are small applications that can be enabled and there are now over 70,000 available. The UK Skills Store<\/a><\/u> has a very active developer community, with progressive brands now beginning to enter this space.<\/p>\n

\"Amazon<\/p>\n

Amazon enjoyed a first to market advantage, with Alexa now seen as the de facto<\/em> smart speaker by many consumers.<\/p>\n

Google Assistant<\/h3>\n

A key focus of Google\u2019s approach is the tight implementation of advanced AI and search functionality. Assistant can be seen as the first step in a wider strategy including deep learning and the rollout of Duplex technology in the US<\/a><\/u>.<\/p>\n

Devices can receive new functionality via Actions and Google has wisely made these compatible with the Google Assistant app<\/a><\/u>. This opens up smart speaker capabilities to a vast audience who don\u2019t already own the devices. A recent statement from Google<\/a><\/u> estimates this to be around one billion users. Google also recently announced that Assistant would be integrated with the Google Maps iOS app.<\/p>\n

Google offers a range of smart speakers from the Google Home Mini to Google Home Hub. The technology is also increasingly being built into smart televisions and other appliances.<\/p>\n

Apple Siri<\/h3>\n

The technology is available across all iOS devices and the HomePod. Although a capable personal assistant and audio player when used with Apple Music, Siri has a less active developer community of Amazon and Google.<\/p>\n

Samsung Bixby<\/h3>\n

A more recent entrant to the market and designed primarily for Samsung hardware. Developers can build capsules that provide functionality.<\/p>\n

Microsoft Cortana<\/h3>\n

Cortana is a well-established voice assistant, although the smart speakers have never sold in significant numbers, and in recognition of this Microsoft is now strategic partners with Amazon. This has led to Alexa integration with Windows and other Microsoft products.<\/p>\n

\"Alexa<\/p>\n

Benefits of voice technology<\/h3>\n

Now let\u2019s explore some of the reasons why voice technology is a great fit for innovative marketing teams.\u00a0<\/strong><\/p>\n

Ease of use<\/h4>\n

Voice assistants are immediately intuitive and simple to use. Consumers don\u2019t need to learn an interface or operating system, which greatly improves accessibility and opens up the market to a very wide audience. This includes senior demographics who have been frequently neglected by the smartphone and tablet era.<\/p>\n

Massive potential audience<\/h4>\n

Unlike more niche technologies such as VR, smart speakers are already available in millions of homes. The Echo Dot was the top-selling item on the Amazon US and UK stores<\/a><\/u> this December, with 50% of all searches being voice searches and Voice Shopping to reach $40 billion<\/a><\/u> by 2022.<\/p>\n

Cost-effective<\/h4>\n

The low cost of entry-level devices makes smart speakers an attractive proposition. Especially when compared to the much higher price points of smartphones and tablets.<\/p>\n

Low barriers to entry<\/h4>\n

Amazon and Google are offering intuitive development tools, learning resources and financial incentives to create Skills and Actions. High-quality voice experiences can be created relatively straightforwardly by small teams using familiar tools including JavaScript.<\/p>\n

The need to recruit developers with highly specialized skill-sets such as C and Java is not required, helping to reduce costs and shorten project timescales.<\/p>\n

An emerging market<\/h4>\n

Voice technology is still an evolving medium, with the market being defined. This represents exciting opportunities to innovate and be first in a category.<\/p>\n

Repurposing of existing content<\/h4>\n

As voice assistants provide audio and more recently video playback on some devices, it makes sense to extend the use of your current assets wherever possible.<\/p>\n

Key functionality<\/h3>\n

Content curation<\/p>\n

Smart speakers offer a convenient way to listen to radio, podcasts and news updates.<\/p>\n

Alexa Flash Briefings provide daily or weekly updates and marketing teams can utilize existing feeds to power these.<\/p>\n

The Guardian recently launched a quiz for Google Assistant<\/a><\/u> based on news stories from 2018, and expect to see interactive news stories and features in the near future.<\/p>\n

Podcasts may also benefit from interactivity and provide a more engaging listening experience.<\/p>\n

Lead generation<\/h4>\n

Voice assistants can connect to a range of databases and CRM systems and allow for frictionless acquisition of personal data. It\u2019s obviously early days although it is likely consumers may feel it is easier to provide contact information conversationally, rather than manually completing a form.<\/p>\n

Obviously, there are some potential GDPR<\/a> concerns to address, in terms of whether verbal consent to receive information is sufficient, although it is likely the ICO will issue guidance in due course.<\/p>\n

Narrative and storytelling<\/h4>\n

This is an area in which smart speakers excel and is already being embraced by media disrupters.<\/p>\n

HBO has invested heavily in an interactive Westworld<\/a><\/u> game<\/a><\/u>, with Netflix offering the opportunity to speak to characters from Stranger Things<\/a><\/u> and Lost in Space<\/a><\/u>.<\/p>\n

In the UK, BBC R&D released the sci-fi comedy adventure The Inspection Chamber<\/a><\/u> to positive reviews.<\/p>\n

Interactive guides<\/h4>\n

Quizzes and games are very popular on smart speakers, and interactive guides are a great way to showcase your products and services.<\/p>\n

For example, a conversational coffee guide<\/a><\/u> could help engage consumers and provide additional value.<\/p>\n

Immersive brand experiences<\/h3>\n

Being able to navigate products verbally or explore options at your own pace makes voice technology an excellent way to showcase products. Marketing teams can provide the feel of a personalized ad campaign without the potential drawbacks (concerns about privacy, individuals running ad blockers, etc).<\/p>\n

Diageo launched an interactive whisky tasting Alexa Skill<\/a><\/u> in December 2018 and expect to see more high profile brands deliver engaging brand campaigns over the coming year.<\/p>\n

Purchasing<\/h4>\n

Although it is accurate to say that there have yet to be huge levels of purchases made directly from smart speakers, Amazon did report a three-fold increase in sales<\/a><\/u> over the 2018 Christmas period.<\/p>\n

Google Assistant recently provided a simple method of donating to charity<\/a><\/u> using their devices, and this in many ways can be seen as a test run for increased payment integration.<\/p>\n

Revenue generation<\/h4>\n

In-Skill Purchasing<\/a><\/u> provides revenue streams for Alexa content. It typically works on a freemium level where specific content\/services can be purchased. This is a useful tool for monetization when used sensibly.<\/p>\n

Publishing process<\/h3>\n

Both Alexa Skills and Assistant Actions must go through a certification process before they are approved and available to all consumers. This is usually fairly straightforward and if changes are required detailed feedback is given.<\/p>\n

Approval times do vary, although both companies aim to provide initial feedback within five working days. In practice, this is often longer particularly during busy periods and near month end.<\/p>\n

Here are some tips to maximize your chances of approval:<\/p>\n