When they appeared last year for the first time, they were the perfect Christmas gift for geeks and those who wanted to state loud and clear their modernity. Here they are now, at the heart of marketing experts’ conversations. According to them, smart speakers (Google Home and Amazon Echo, among others) should become essential to our daily lives. And to brands’ strategies.
For us, these devices make us jump from a tactile world to a conversational one, where doors, cars, TVs, music and a lot more are voice-controlled. New habits on their way! For brands, what is at stake is to jump from a keyword-based SEO to a query-based SEO. Not easy.
How to deal with the way clients will verbally express their requests? Will they specify the name of the desired brands or will they use a product typology? “Order Kleenex” or “Order tissue”? “Order budget olive oil” or “Order Walmart olive oil”? What can be done about these vocal assistants’ personality, as they are still very robotized? Will brands have to accept one of the four Google’s voices (there should be more) or Alexa’s two? Is it conceivable (and relevant) that an automobile brand have the same voice as a bacon brand’s?
Brands have always looked for the best way to approach their consumers. Now they need to define the best way to answer their questions, and build a true vocal ecosystem. For a long time, brands were reduced to a unique selling proposition. We’re now discovering that a brand also has a real personality, which voice and expression contribute to its appeal as well as its offer and products’ look.
The concept of brand character has finally come true.