Article

Oliver Bailey
Oliver Bailey 26 July 2018
Categories Technology

Time to get your brand’s voice heard?

THE use of voice activated virtual assistants has rocketed in UK homes this year. The latest figures claim 1 in 10 Brits now own at least one device – but consumers using these devices to engage with brands? We asked them.

After conducting a poll of more than 1,000 smart speaker owners, we created this useful infographic to illustrate some of the key findings.

Our research also raised interesting questions in terms of whether we think brands should be doing more to engage with consumers via their voice devices.  

To a certain extent, Voice technology is in the same sort of space as the App store was ten years ago. It’s all a bit Wild West. There’s lots of gaming going on and experimentation.

Code Computerlove’s The Higher Lower Game, which is an App Store-topping game based on Google search data, is one such experimentation – developed using an Alexa Skill to help the team explore Voice UI. Developing The Higher Lower Game provided some useful insights into the challenges of moving into this space.

As voice assistant usage continues to rise, brands will need to look at their voice strategies and design digital experiences that are created to not only be found using this technology but that are worth engaging with.

But approach with caution. As soon as a brand new shiny piece of tech comes along, lots of companies can’t resist the urge to ‘want one of those’. It doesn’t matter if they need it or not – it’s corporate FOMO.

So prior to investing hundreds of pounds in developing for voice technology, it is important to check that the technology is there to achieve what you’re trying to deliver to the business. Role playing and mapping out the potential UX, using the tried and tested Post-Its on the wall techniques, can quickly identify that the end product is achievable with the current technology and will actually provide a return on investment.

Don’t get carried away with the idea of creating a conversation – a bit of playfulness can work, but remember this is still a simple command/response tool right now.

Think about the space your user will be in and the task you’re helping them accomplish – is voice genuinely a better way of them getting the job done than typing / swiping / clicking?

If you’re building an Alexa Skill, there’s probably nowhere better to start than Amazon’s own guide:

voice_infographic_master.jpg

The full results are available on request. For more about the survey findings see our blog.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
‘Complainer marketing’ – should we harness rage to promote brands?

‘Complainer marketing’ – should we harness rage to promote brands?

As marketers, we're always looking to get the best results for our clients. But should we highjack the emotions of their customers to do so? No, as I explain in this post, you're better than that.

Tom Chapman
Tom Chapman 18 July 2018
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
Deep Link vs. Universal Link: Which One is Better?

Deep Link vs. Universal Link: Which One is Better?

Are universal link and deep link the same thing? There are some big differences, let's understand them.

Stefano Pisoni
Stefano Pisoni 17 March 2020
Read more