Trendspotting: Voice Technology
No longer a phenomenon from a futuristic science fiction movie, voice technology is here and has completely changed our everyday lives. From simple hands-free tasks like making a call or getting directions, to ordering groceries and learning about the news of the day, voice applications are growing exponentially. One of the most noteworthy advantages of voice technology is its user-friendly functionality as a search channel. The technology and accessibility of voice recognition and machine learning make it easier than ever to search for a product, conduct research into different brands, and complete a purchase. As customers rely on voice more and more for search and e-commerce, this channel is giving marketers a fresh opportunity for customer engagement.
ComScore projects 50% of searches will be voice searches by 2020
Digital audio campaigns leverage this technology to provide advanced targeting and engagement that yield efficient results. Beyond standard geo-targeting, digital audio can utilize condition targeting like weather to deliver creative calls-to-action that strategically incentivize response. For example, a QSR looking to drive additional foot traffic to physical locations served audio ads for their new frozen drink only when the temperature reached a certain degree outside. The ads encouraged users to simply shake their phone to instantly receive a coupon for the new drink.
Result: Engagement was 5x higher than standard mobile display ads
As voice-activated devices and voice search continue to grow in popularity, so too does the opportunity to connect with customers, wherever they are. This emerging platform is sure to be a valuable addition to your omnichannel marketing strategy.
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