Advertising: A Two-Way Conversation

“The simplest interface is two people talking.” — Douglas Rosen Chief Media Officer at 360i.

While this may seem obvious, it makes a strong case for brands engaging with their customers through voice AI. What better way to communicate with your audience then to actually talk with them?  With platforms like Google Home and Amazon Alexa, voice advertising has become a two-way conversation that is easily accessible. Here are five key takeaways from the panel, “How Media & Brands Are Using Voice AI and Smart Speakers to Connect with Consumers,” that creatives can look to as we begin to dip our toes into this new marketing platform.

  • Have a solid “voice strategy.” Voice is changing the way people interact with brands, so we must adapt our strategies to improve their experience.
  • Answer the questions your customers are asking. Voice search is a huge opportunity to put your brand first (literally). For example, when Toyota targeted consumers who asked their smart speaker about SUVs, they were able to insert themselves into the conversation in a way that didn’t feel forced.
  • Drive discovery. Promote the availability of the voice application.
  • Fine-tune, post launch. Like any digital campaign, there will be ongoing course-correction. We can continue to monitor and refine the AI in order to deliver even better experiences.
  • Continue the conversation. Think about how you can make a post-purchase connection that is engaging and builds authority for your brand.

So, what’s next for the future of voice AI? These panelists predict that the technology becomes more agnostic, voice becomes more human, and commerce through voice apps becomes more mainstream.

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