Voice assistants, like Amazon Alexa and Google Assistant, offer marketers and researchers today a growing opportunity to engage with and empower consumers, patients, and fans.
Studies continue to show that, when we engage with brands via voice assistants, we feel a stronger, more personal connection with the brands. If you have already read part 1 of this three part series, you have a good foundation on what the landscape for voice assistants looks like today.
The next step in our guide is to give you some understanding of the kinds of voice experiences and voice applications consumers are engaging with, what they do great, and why they work so well. The goal here is to give you the understanding of what is possible so that you can better plan your voice strategy.
Let’s start by taking a look at the top use cases and ways you can leverage voice assistants in your projects and campaigns.
A Voice Survey is the most practical and accessible kind of voice app because everyone knows what to expect from them. Consumers start your voice survey, hear your introduction, then you take them through the series of questions you’d like them to answer. What voice assistants offer marketers, that other methodologies for conducting surveys struggle with, is an opportunity for creating a deeper, more personal experience. The kind of personal touch that is usually reserved for in-depth interviews and focus groups can be achieved via voice assistants.
What we have found at True Reply is that by personalizing a voice survey to your brand, creating more personable messaging and guiding participants through your voice survey using conversational tone, consumers experience a much higher level of connection with your brand and are much more likely to not only finish your survey but come back for more in the future. Completion rates for voice surveys are, as of the time of this writing, close to 97%. 96.8% of people who start a voice survey powered by True Reply complete the experience in its entirety.
Voice surveys, executed properly, could help marketers and researchers reverse falling consumer participation and survey “burn out” - two issues that were discussed at length at SampleCon 2020.
A Voice Tool is a voice experience that delivers some knowledge value or utility to the consumer. Online, web-based tools like “Your Debt Calculator” or “Your Romance Predictor” are common engagement tools that allow you to deliver consumer value while also building your engagement funnel. Voice assistants are a great platform for taking these types of experiences and amplifying both their utility and brand building potential.
Take any topic, from insurance to wellness, and allowing consumers to learn about the topic, ask questions, and even book a follow-up with a live person creates tremendous value across brands and across industries. Give these tools a monthly, weekly or even daily “refresh” and you create an opportunity to deliver value at a very high convenience level and drive brand relationships at scale.
Delivering entertaining experiences via voice assistants is a growing space. Dynamic and engaging story telling, choose your own adventure, and trivia games are just a few examples of the kind of voice entertainment we’re seeing delivered as voice apps across voice assistants. You can bring your voice, and the voice of your brand, into the homes of millions and deliver highly interactive experiences that give consumers a fresh, new way of engage with your brand.
Voice entertainment will help drive a whole new breed of experiences that is already taking hold. My youngest daughter has made Amazon Storytime a pre-bed ritual. She loves the ability and independence of being able to choose the kind of story she wants to hear and engage with the story in ways not otherwise possible.
Voice Surveys, Voice Tools, and Voice Entertainment are the kind of voice apps that are most relevant to marketers and researchers today.
Let’s take a look at some voice experiences and what they did so well.
“Stephen King is a master storyteller who has written more than 50 books. For a fun and entertaining way to find your next read open Stephen King Library. You will answer a series of questions and receive a reading list of Stephen King books best suited to you.”
The Stephen King Library audio experience is a great example of a Voice Tool. The Stephen King Library voice app is available as a Google Action for Google Assistant as well as an Amazon Alexa Skill for Amazon Alexa.
This voice app takes fans through a series of questions and then uses your responses to recommend a few books that align with your likes. Everything is wrapped up in sonic branding that aligns perfectly with the Stephen King brand creating a unique and engaging experience for fans that feels perfect.
The Stephen King Library delivers value on both sides of the equation which is what makes it such a great example for marketers and researchers to learn from. On the consumer side, it’s created this “utility” that helps fans find their next great Stephen King read in a fun and entertaining way. Something to come back over and over again. For Stephen King, it creates a research opportunity to learn what fans like, their changing tastes over time, and learn from these things to deliver even greater value with the next book, movie, or voice experience. It even helps drive new readership as consumers who may not have read Stephen King before get a personalized recommendation to start with.