“Alexa, when will we have flying cars?”
We may not have flying cars yet, but we do have a car floating around in space, which seems like something out a movie rather than real life. It can overwhelming to hear about all the new developments in every type of technology. Throughout human history, we have been gaining new technologies and then adapting to using them.
There have been times when we have lost jobs because of new machinery in different industries. There have also been times when our lives have been improved by technologies that complete menial tasks.
We can see how technology has influenced almost every type of industry, often more than once. One of the latest developments in tech is voice search and digital assistants, and this development is forcing the marketing industry to change.
Copy will be read aloud
One of the big ways that marketing will have to change as voice search becomes more popular is writing content that sounds good when read aloud. Writers will need to write how we talk so when a digital assistant, like Alexa, finds information from your site it will be concise and sound natural. Here is a great example from a blog on branding that demonstrates the changes that will need to happen in content writing to become more relevant for voice searches:
In a previous blog post this organization defined branding by saying:
“To begin to understand what a brand is, you must first understand that your brand does not exist in your marketing department, your public relations team, or your CEO’s office…”
This looks nice in writing, but if Siri started saying all of that to you it would be frustrating and too long. Ideally, if you were to ask a digital assistant for a definition of branding it would pull a definition more like this one from the same blog post:
“A brand is the sum total of all the impressions a customer has, based on every interaction they have had with you, your company and your products.”
That would be much easier on the ears than the earlier definition. As more customers are searching with their eyes-free digital assistants, the better your content will need to sound when read aloud. This means content should be:
- Relevant to the customer
New marketing rules
With most new developments in tech and marketing, there are rules (some said, while some rules go unspoken) for how customers should be treated with these new marketing strategies. Remember the Burger King fiasco last year? That franchise’s marketing technique left customers feeling invaded and vulnerable with their digital assistants. That is not how you want your audience to feel when you are marketing to them. Using new technology to better your marketing techniques should give audiences a personalized, pleasant experience, not a sales pitch nightmare.
Focus on your customers as you create marketing campaigns using voice search to give them an exciting experience that they will warmly remember with your brand. You can also watch what other companies are doing with voice search as the marketing industry figures out what strategies work and what doesn’t work with this tech. You can also find research on digital assistants to find what content is more appropriate for voice search.
As voice search is still new to the industry, you have the unique opportunity to be a trendsetter for your company as you take advantage of the new technology and start giving your customers innovative and personalized experiences. You can stand at the forefront of marketing with voice search as your tool to create one-of-kind marketing campaign that will set your business apart from the rest.
Now is the time to take advantage of this opportunity.