Voice search has altered consumer behavior. Are you rising to this challenge?

Author: Arun Pillai

Several content marketing strategies have transformed with voice search. Is your brand able to measure up to it? Scroll down to know your measurements.

Who benefits from voice searches online?

Although the voice recognition technology has been around for some time, its usage increased in the last 3-4 years. Data-driven businesses are benefitting from it.

Is your business taking advantage through meaningful marketing plans?

Voice recognition is a very dependable technology to understand mindsets. It has altered the consumer behavior, and it is important for your brand or service to measure up to it. We have already seen the high rate of reliability with Apple’s Siri, Google’s Voice Search and Microsoft’s Cortana. People are using them in their daily lives and shall continue in the near future.

How can you include them in your marketing plans to remain on course?

Use content in the initial stage

The retail consumer experience is changing constantly as more channels emerge to understand their habits. Three years ago Amazon entered the fray with Echo and emerged successful. Last year Google Home and Apple HomePod made their debut in engaging consumers.

It is up to the marketing teams to take this advantage to the next level.

It is an experience that consumers feel good about. They are heard; they are attended to. When queries appear to be addressed successfully, consumers take decisions quickly. There is no time gap in landing on the web pages which is so desirable.

Once they come on the website, the voice assistant handholds, the consumer to pick and choose merchandise. It is important for brands to be completely integrated for a satisfying consumer experience is. Even though there are no visuals involved in this experience, it is effective. For some consumers it is like going back to the era of landlines where only voices were heard at the other end and the mystery shopping continued!

Is your brand able to measure up to voice search?

High-end smartphones have added to customer experience across channels. This is one reason tailor-made messages click. Consumers expect better ways to get messages from marketers if they have signed up. This is the time to combine AI and machine learning and make your brand measure up to voice search.

Innovation continues and as we gather insights on patterns of consumer behavior, brands can be positioned correctly. A study by Mediapos shows that nearly 7 out of 10 smart device owners speak into their devices. Currently, price comparisons top the search before buying. Does this make you think?

Bridge the knowledge gap for opportunities

As the digital marketing landscape continues to change, leaders and their teams will need to continue learning. Gaining knowledge on new methodologies and upgrading skills is important, without a disconnect between the working teams.

It is important to bridge the knowledge gap to ensure that voice search is maximized for better insights. Communication is not the only key to be on the same page. There was a study done by Demand Gen which revealed that 50% marketing and sales executives continue to grapple with communications. Set your communications in order.

Come together on a common ground with pre-defined concepts for working. Due to miscommunication, several e-commerce marketing teams are not able to make actionable data-driven strategies. At the beginning of the purchase funnel, the content should be placed. As you go deep down, recognition becomes easier. It automatically helps in understanding the customer journey, which is the most important aspect for marketers for the successful measurement of their brands.

Does this offer you food for thought? Realign the goals with clarity and measure up to success.