How Brands Are Succeeding with Voice Technology in 2020

How Brands Are Succeeding with Voice Technology in 2020

by Taylor Hart Branding

In December, I predicted that voice search would become smarter and more useful in 2020: “I continue to see more people using their voices to find things with their smart speakers, phones, and in-car devices,” I wrote. “But what’s changing is that people are getting more comfortable buying things, not just searching for things, with their voices.” Of course, I had no idea that a global pandemic was about to radically change our behavior, including how we use voice assistants. Let’s take a closer look at what’s been happening during the first half of 2020.

Voice Assistants Are Gaining Even More Currency

The pandemic has moved the needle when it comes to consumer openness to voice assistants. The Wall Street Journal reported,

Euromonitor earlier this year noted that consumers were buying more AI-enabled home appliances and virtual assistants, like Amazon.com Inc.’s Alexa. But now, such devices have a new draw, says [head of Euromonitor’s lifestyle research Alison] Angus. “Voice-control technology limits the need to touch surfaces so much, so that’s why they are appealing,” she says.

Though states are starting to lift COVID-19-related restrictions, many consumers will remain cautious. Concerns about health and safety going forward will make voice’s touch-free nature ever more attractive.

Voice Assistants Are Increasingly Becoming An Integral Part of Daily Life

In a national survey published by Edison Research and NPR, 1,660 adults across the United States were asked about their use of voice assistants. As Voicebot.ai reports, the survey demonstrated that during the COVID-19 pandemic, voice assistant usage jumped: results reveal that more than 50 percent of smart device owners are using voice commands at least once a day now—an uptick that occurred between the start of 2020 and the beginning of April. At the same time, there is a drop in the number of people who are using voice commands less frequently. Habits are indeed changing, and the change started during the era of COVID-19.

Voicebot.ai also reports that:

  • In 2019, smart speaker owners used voice requests for an average of 9.4 different tasks a week. In 2020, that number has inched up to 10.8 different tasks.
  • Fifty-nine percent of smart speaker owners who also own a smartphone voice assistant perform different voice-related tasks with each device.

Changes in work/commuting habits during the pandemic have also informed voice assistant usage. “With tens of millions of Americans no longer commuting, smart speakers are becoming even more important as a conduit for news and information,” Tom Webster, Edison Research senior vice president, said. He believes those habits will persist, and evolve, noting that “this increased usage and facility with voice assistants will likely increase demand for this technology in vehicles once our commutes resume.”

The Business Response

Some businesses are reading the tea leaves and responding by making voice an ever more useful utility:

  • Snapchat, for example, will be rolling out a new way to sort through the million+ augmented reality (AR) Lenses that Snap makes available through its Lens Studio platform. As TechCrunch reports, “the app’s new voice search will allow Snapchat users to ask the app to help it surface [Lenses] that enable them to do something unique.” Potential applications here could range wide: imagine asking Snap to show what you will look like wearing a particular brand of makeup, say, or how a specific television might look on your wall.
  • Google, meanwhile, has launched a new voice assistant called Diya. Diya’s mandate? To help kids learn to read. According to Voicebot.ai, Diya is part of a new educational app for Android, Read Along, that aims to help parents home-schooling their kids during the COVID-19 shelter in place. Diya “listens” to kids read, correcting errors and offering encouragement and congratulations. Students can also ask Diya for help pronouncing words they don’t know how to say.
  • For Dunkin’ Brands, having a voice search strategy was already a priority at the beginning of 2020. Then the pandemic hit. Coronavirus changed the rules for food and beverage availability, and as Ad Age notes, “Dunkin’ saw a 10x rise in people using voice to search for open locations with access points like drive-through, delivery or curbside pickup.” The company adjusted to the new normal, tailoring its paid online search results to respond effectively to the uptick in voice requests. As Keith Lusby, VP of media at Dunkin’, noted, consumers were often already driving when they made their request, and couldn’t type on their phones to determine whether a nearby location could in fact serve them. “When you think about our business pre-COVID, it was nice to know when I got to the store and they had a drive-through,” Lusby says, “but now it’s determining whether I go or not. We were able to modify our results to make sure we matched what the person was looking for.”

What You Should Do

Lusby’s comment is a perceptive one, and echoes what we’ve discussed on our own blog. Brands looking to optimize voice in ads and websites will want to evaluate typical voice search queries and pay attention to the conversational text that occurs. As Lusby notes, “That’s our view of voice—meet the customer; they’re giving us more info, so let’s give them a better result.”

But how to achieve this? To begin with, advertisers want to pay attention to the nature of conversation, which tends to be more complicated than the verbiage used in a simple Google search. In short, people express themselves differently in voice search than they do in Google searches. Google searches are more brusque. Advertisers hoping to connect well with voice searches will want to write copy consistent with how people speak. “Who,” “What,” Where,” “When,” “Why,” and “How” are great words to focus on. Queries that include natural phrases such as “near me” or “can I get the number for” can also be useful/telling. In the end, sites or copy that match conversational tone are likely to help brands looking for hits from voice-based searches.

Finally, consider how you might use voice to improve the customer experience overall. As brands like Dunkin’ demonstrate, businesses can use voice technology to create a more pleasant customer experience as people continue to look for ways to avoid touching screens.

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How can you implement voice? Contact us. We can help.

Photo by Jason Rosewell on Unsplash

How Livestreaming Makes a Brand More Authentic

How Livestreaming Makes a Brand More Authentic

by Ellen Smith Marketing

In an age where establishing a reputable brand means maintaining a tightly controlled online presence, livestreaming offers a more authentic look into a company’s operations.  Livestreaming attracts customers and strengthens customer relationships as well.  A majority of customers say product videos are helpful in the decision-making process, and companies are responding. However, heavily edited photos and videos can sometimes distance a brand from its audience by making content look inauthentic. Livestreaming works best when it is authentic.

A multitude of platforms offer livestreaming, including Facebook, Instagram, Snapchat, and Periscope (Twitter’s own version).  Given the influence of Facebook and Instagram alone, the potential reach that livestreaming offers is significant.

The Key to Livestreaming Success

Being genuine is the key to livestreaming success. There is a fine balance to be achieved: preparation for a livestream, including rehearsal, is essential. But on the other hand, it is important to shy away from being so over prepared that your livestream looks like a slick sales pitch. No customer will be won with a video of a script-reading salesmen, and so achieving a creative, engaging, and possibly interactive video is paramount.

Livestreamed content offers an exciting range of choices. They include:

  • Behind-the-scenes tours.
  • New product reveals.
  • Company events.

Brands that have used livestreaming video include:

  • Dunkin’ Donuts, who used it to promote its sweets for Valentine’s Day last year. The video included how they use their test kitchen to create new products and showed customers how they created a large donut-shaped wedding cake.

  • EA Sports Madden NFL broadcast live from the NFL draft, which enabled them to connect with their customers watching one of the biggest NFL events of the year.

Perhaps the most outlandish livestreaming stunt (in the works) is Taco Bell’s “Love and Tacos” campaign.  On Valentine’s Day, Taco Bell announced renovations to its flagship Las Vegas location—more specifically, a wedding chapel on the second floor where they will hold ceremonies for those unique couples who opt for the $600 Taco Bell wedding packages.  In celebration of the renovations, Taco Bell also revealed a contest for the most obsessed couples already thinking about getting married.  The couple with the best love story, and most obvious love for Taco Bell won a wedding at the Las Vegas location, all expenses covered.  The wedding will be livestreamed for the world to see in June.

Challenges

Livestreaming presents its share of challenges, such as:

  • Quality. One of the biggest challenges to livestreaming is ensuring a high-quality livestreaming session. As anyone who has ever tuned into a sports game, political debate, or any other popularly shared live event knows, buffering can be an issue. If a video is pausing every other second to load, you can lose viewers quickly and annoy them.
  • Timing. Choosing an effective time to stream is another challenge. The ability to analyze a customer base and when the majority of them are most likely to tune into watch is essential.  However, most platforms have remedied this problem by offering the chance to save livestreams to watch at a different time.  While viewers lose out on that special “in the moment feel” unique to livestreaming, the opportunity to still tune into a unique video is certainly a great feature that can help expand viewership.

An effective livestreamed video allows a company to strengthen the relationship it has with its customers in an authentic way. Livestreaming can offer the feeling of a candid, unscripted look into how well-loved products are made, or give faces to the people who work at a given company.  While some technical issues have yet to be overcome, livestreaming can be a potent way to reach out to a customer base.