Publication: Alexa is talking to my customer! Challenges and Opportunities in Voice Marketing
What? Virtual assistants on smart speakers are very popular and are readily integrated into everyday life by consumers.
So what? This represents a new touchpoint between brands and customers that is radically different from existing touchpoints.
What now? We have identified opportunities, challenges and business opportunities for companies to address this new touchpoint.
Virtual assistants and smart speakers have been adopted by customers more quickly than smartphones at the same point in time. What do these new interaction possibilities mean for brands and marketing?
Virtual assistants on smart speakers such as Amazon Alexa on Amazon Echo or Google Assistant on Google Home are enjoying increasing popularity among consumers. According to some sources, these smart speakers are more readily accepted by customers and integrated into their everyday lives than smartphones.
This development creates new opportunities for interaction between brands and consumers along the Consumer Decision Journey (CDJ).
What do these new interactions mean for brands and marketing? How is interaction with consumers changing? The newly published article (https://gfm.ch/forschungsreihe/smart-speaker-herausforderungen-und-chancen-im-voice-marketing/, GFM membership required) discusses voice marketing on the basis of challenges and opportunities.
By 2018, 34% of under 29 year-olds in the U.S. had already purchased products via language assistants. It’s time for companies to address the issue of voice marketing. We hope that our article will provide more clarity on what to consider in voice marketing!
More about our research:
- Gollnhofer, J. F. & S. Schüller (2018): Sensing the Vocal Age: Managing Voice Touchpoints on Alexa, in: Marketing Review St. Gallen, pp. 22-29.
- Gollnhofer, J.F., Tomczak, T., Fuchs, M., & Mönninghof, A. (2019). Seven Technological Developments that will Shape the Future of Marketing. A Report by the Big Marketing Technology Lab (BMT) at the Institute of Customer Insight, University of St. Gallen.