Voice technology part II: Why it is fuelling brand strategies

By Natasha Spencer

- Last updated on GMT

Voice technology and brand strategies
As the Speak Easy report by Mindshare and J. Walter Thompson Innovation Group identifies voice technology as being more powerful than typing messages when it comes to developing customer relationships, we look at the report’s four main takeaways.

1. Human Interaction

In the beauty and personal care industries, mobile e-commerce forms a significant element of marketing strategies for brands aiming to increase their digital presence.

The recent Speak Easy research found that 43% of smartphone users anticipate that voice technology will create more free time away from mobile usage and encourage shoppers to explore the wider world around them, such as physical stores to shop in.

Also, 53% agree that the widespread adoption of voice technology in the beauty sector ' would be easier if technology could speak back to me'.

Brands could explore various marketing messages, and the impact on sales through voice activated outdoor sites or embedded brand content in IoT connected devices to formulate ideas, capture attention and communicate these directly with consumers.

Simple, integrated and intuitive systems must be brainstormed and implemented to ease the overwhelming burden that technology may present to consumers.

2. 'Digital Butler' power

Although consumers appreciate the added convenience and time-saving benefits of using online channels to purchasing cosmetics items, they also want to be able to separate themselves from digital devices throughout the day.

Therefore, we can expect to see voice assistants “take on a more prominent role, managing consumers' lives proactively, making decisions independently and will essentially evolve into 'digital butlers'”, the duo announced in a press release.

From the research conducted, it has become clearly evident that voice assistants offer a further advancement to the way ewe as digital consumers have come to understand technology. Of those voice users asked, 88% say that when the technology works properly, it's magical.

With nearly a third of respondents saying they are excited by a future where their needs and potential wants are predicted proactively by their voice assistants, brands must ensure these assistants can identify them through optimising algorithms to build content generation and encourage endorsements to analyse customer feedback.

3. Voice assistant intimacy

Far from a prescriptive robotic service, consumers seek a personal, deep and trusting relationship with their voice assistants. In fact, 36% of regular voice users say that they love their voice assistant and have such a deep affiliation with it, that they would like it to be a real person.

The main aim for brands should be to establish trust to build a proven track record that it can effectively manage privacy concerns during data gathering. 46% of potential users would use voice if there were guarantees around personal data and security.

While this level of trust will help to develop an emotional bond, the difference between adoption and dislike is whether the assistant has an authentic brand voice that reflects intimacy and deep understanding.

As a result, 72% of regular voice users said: "brands should have unique voices and personalities for their apps/skills and not just use the assistant on my phone."

4. Voice over typing

Digital efficiency is on the minds of many online users.  The Neuro Insight team outlined the decreased levels of mental taxation associated with voice recognition and technologies instead of typing alternatives.  

The data established that users experience 50% less brain activity when absorbing and considering an answer delivered by voice, and a strong emotional activity is double when this is spoken rather than typed, indicating the heightened emotional response.

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