Marketing Technology

How Voice Will Power Marketing in 2019

Personalized voice technology is going to continue to shape the way things are sold in the coming year.

Source: Andrey Suslov / iStock / Getty

Alexa, show me the future of marketing.

By the end of 2022, it’s estimated that 55% of American homes will have a smart speaker (Source). That means voice technology is only going to get more and more important. So, one of the most essential ways marketers can prepare for the future is to make sure their company is ready to play the voice game.

Voice technology isn’t something to fear—it should be a marketer’s new best friend. Humans speak much faster than they type, and we can consult smart speakers without having to sit down in front of a laptop. That means it’s just going to get easier and easier for people to search for and stumble upon your products or services. It’s a whole new way that customers can interact with your brand, and they can do it at their own convenience. Look at voice technology as a new alley and a challenge to get more creative in the upcoming year.

One way to incorporate voice strategy into your marketing plan is to remember that the way you write about your company will impact voice technology. When people ask Siri or Alexa something, they ask it as a natural question (“Where’s the nearest Crossfit gym?” not “Crossfit, Minneapolis”). So, having your website and metadata as up to date and “natural” as possible will make you a much better player in the marketing technology game. Understanding what questions your future and current clients are asking about your company will make this much easier. Make sure you’re paying attention to which search phrases are winding people up on your website and how they’re referring to your company in actual conversation.

Voice technology can also be an opportunity to flex your artificial intelligence (AI) muscle. Think of how utilizing AI can transform a shopper’s experience with your brand. What frequently asked questions could a virtual chatbot be programmed to answer? What information do shoppers often seek out before they purchase from you? How can you keep your business personal and conversational while using AI? These are some new questions that may arise when trying to come up with a voice marketing strategy.

If you want to be on the front lines of marketing technology, consider implementing small voice strategies throughout the year. The technology continues to develop, so it isn’t something you need to jump into feet-first. But soon, voice technology may be how most people search for your company—so it’s important to be as prepared as possible.